Cooperation as a driving force of innovations in destination marketing management

Vanda  Maráková; Diana  Kvasnová

Published : 2016-09-14

Vol. 4 No. 3 (2016)

Cooperation as a driving force of innovations in destination marketing management

Vanda Maráková

Diana Kvasnová

Abstract

Cooperation and its form in terms of collaboration, partnerships and net-working represent main consequences of globalization and growing competition. All these forms of cooperation are connected with innovations in managing and market-ing tourism offerings. The main aim of the paper is to document how cooperation enhances the innovative processes within tourism destinations. The material utiliz-ing by the authors are in major secondary data supported by the outcomes of the field research. The paper is based on qualitative research presented in the form of case study innovation processes in the High Tatras tourism region. The paper underlines the importance of innovations in destination marketing management in Slovakia and confirms that cooperation as a result of institutional innovations enhances other innovations processes in tourism destinations, mostly product and marketing inno-vations.

Keywords:

cooperation forms,, destination marketing management, High Tatras tourism region, innovations

Details

References

Statistics

Authors

Download files

PDF

Citation rules

Maráková, V. ., & Kvasnová, D. . (2016). Cooperation as a driving force of innovations in destination marketing management. Forum Scientiae Oeconomia, 4(3), 67–79. Retrieved from https://ojs.wsb.edu.pl/index.php/fso/article/view/212

Altmetric indicators

Cited by / Share

References

Butler, R.W. (1980), The concept of a tourism area life cycle of evolution: Impli-cations for management resources, The Canadian Geographer, 24(1): 5-12.

Czernek, K. (2012), Determinants of cooperation in a tourist region, Annals of Tourism Research, 40(1): 83-104.

Gajdošík, T. (2015), Vplyv životného cyklu na kooperatívny manažment a marketing v cieľových miestach cestovného ruchu, Ekonomická revue cestovného ruchu, 48(1): 45-54.

Gajdošík, T., Medveďová, M., Maráková, V. (2015), Formovanie organizácie cestovného ruchu ako predpoklad účinného manažmentu cieľového miesta, Brno: Masarykova univerzita.

Gúčik, M. et al. (2012), Manažment cieľového miesta cestovného ruchu, Banská Bystrica: Slovak – Swiss Tourism.

Gúčik, M. (2012), Inovácie v cestovnom ruchu ako súčasť stratégie Európa 2020, Ekonomická revue cestovného ruchu, 45(2): 68-78.

Gursoy, D., Saayman, M., Sotiriadis M. (2015), Collaboration in tourism busi-nesses and destinations. A handbook, Bingley: Emerald Group Publishing.

Hall, M.C., Williams, A.M. (2008), Tourism innovation, New York: Routledge.

Hjalager, A.M. (2010), A review of innovation research in tourism, Tourism Management, 31(1): 1-12.

Hjalager, A.M. (2002), Repairing innovation defectiveness in tourism,To u r i s m Management, 23(5): 465-474.

Lencsésová, Z. (2015), Inovácie a ich meranie v horských strediskách cestovného ruchu na Slovensku, Ekonomická revue cestovného ruchu, 48(1): 32-44.

Maráková, V., Holúbeková, K., Makovník, T., Gajdošík T. (2013), Uplatnenie modelu životného cyklu cieľového miesta na príklade Tatranského regiónu cestovného ruchu, Banská Bystrica: Dali-BB.

Michael, E. et al. (2007), Micro-clusters and networks: The growth of tourism, Oxford: Elsevier.

Michálková, A. (2010), Regionálne siete v cestovnom ruchu, Bratislava: Ekonóm.

Ministerstvo dopravy, výstavby a regionálneho rozvoja SR, available at: http://www.telecom.gov.sk/index/index.php?ids=114715 (accessed 20. April 2016).

Morrison, M.A. (2013), Marketing and managing tourism destination, London: Routledge.

Nejdl, K. (2011), Management destinace cestovního ruchu, P r a ha: Wolter s Kluwer.

Nordhorn, CH. (2015), Innovation and product development, Lecture at the Faculty of Economics at Matej Bel University.

OOCR Región Vysoké Tatry, available at: http://regiontatry.sk/sk/, (accessed 20 April 2016).

OOCR Severný Spiš – Pieniny, available at: http://www.visitspis.sk/1-uvod (ac-cessed 20 April 2016).

Palatková, M. (2011), Marketingový management destinací, Praha: Grada Publishing.

Schumpeter, J.A. (1987), Teória hospodárskeho vývoja, Bratislava: Pravda.

Scott, N., Baggio, R., Cooper, CH. (2008), Network analysis and tourism re-search, Clevedon: Cromwell Press.

Štatistickýúrad Slovenskej republiky, available at: http://statdat.statistics.sk/(accessed 20 April 2016).

Vanda Maráková

vanda.marakova@umb.sk

Affiliation:

Matej Bel University in Banská Bystrica, Slovakia Slovakia

Diana Kvasnová

diana.kvasnova@umb.sk

Affiliation:

Matej Bel University in Banská Bystrica, Slovakia Slovakia