THEORETICAL APPROACHES TO THE DEFINITION OF A “TOURIST DESTINATION” IN FRAMES OF STRATEGIC MANAGEMENT
DOI:
https://doi.org/10.31732/2663-2209-2022-69-127-135Keywords:
Tourism, Tourist destination, Strategic management, Strategic planning, Theoretical approaches, Territorial imageAbstract
This study conducts a systematic review of the tourist destinations strategic management literature. The scientific approaches to the definition of the term “tourist destination” are considered. In post-Soviet countries, lately the concept of “tourist destination” has been used alongside the term “destination”, as a crucial element of the regional tourism system and a subject to regional development management. Definitions of the “tourist destination” vary significantly, which indicates a lack of consensus on its definition as a scientific category. The fast-growing tourism industry has been considerably weakened due to the global risks, such as COVID-19 pandemic and Russian Federation’s global scale invasion to Ukraine in 2022. These challenges evoked the necessity to elaborate and apply various managerial strategies to a tourist destination, considering a range of external factors. The primary goal of this research was to define the concept of a tourism destination from perspective of strategic management and to review the theoretical approaches in this field of study. Based on analyzed scientific concepts it was found out that one of the main advantages of strategic planning in tourism is constant monitoring of the effectiveness of activities performed by all the involved entities. By distinguishing the long-term plan and the short-term plan, the research clarifies the difference between a tourism management strategy and its marketing tactics. The principal stages of the strategic planning in tourism were identified as continued and interdependent. The paper furthermore provides an overview of the concept of territory marketing that emerged in close connection with strategic management. Tourist destinations have their image that directly attracts tourists, motivates them to receive appropriate services and thus activates the entire tourism system.
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