ULOGA MARKETIN？KIH KOMUNIKACIJA U KREIRANJU STRATEGIJE RAZVOJA TURISTI？KIH ORGANIZACIJA - THE ROLE OF MARKETING COMMUNICATIONS IN CREATING DEVELOPMENT STRATEGIES OF TOURISM ORGANIZATIONS

All markets are based on basic elements: market subject, object exchange, and price. One of the special types of markets is tourism market. Tourism market is a set of relations of the supply and demand in the sphere of services and goods which are used to meet tourism needs in a particular area, or a set of relations of the supply and demand occurring under the influence of tourism trends. This paper shows that an appropriate choice of marketing communication tools influence the creation and implementation of the development strategy of tourism organizations. The ultimate goal of tourism operations is effective and efficient service provided to the users of tourism services. An adequate combination of marketing communication tools affects the selection of appropriate strategy which provides maintaining and sustaining a competitive advantage in the marketplace to the organization. A detailed analysis of the traditional forms of communications regarding organizations, and therefore tourism organizations, shows that new possibilities in maintaining a competitive market position lie in finding an adequate model of marketing communications.