Segmentation, positioning and branding of the tourist product of Ohrid

Cuculeski, Vasko and Miladinoski, Sofronija and Cuculeski, Nikola (2016) Segmentation, positioning and branding of the tourist product of Ohrid. Knowledge - International Journal, Scientific and Applicative Papers, 12 (1). pp. 73-79. ISSN 1857-92

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Abstract

On today’s more and more demanding tourist market, it is of great importance for all involved parties to acknowledge the fact that consumers are more informed than ever before and that they approach the market on a different level. Having this in mind, it is needed to state that the segmentation, the positioning and the branding are one of the key ingredients in this process. Because of this fact, the paper deals with what segmentation is and how it can help these involved parties in one major tourist city in the Republic of Macedonia to better understand these processes and to implement them onto the market itself. This paper helps with the input of knowing better the different approaches on the side of the segmentation, the main specifics of the positioning and gives hints regarding the branding of Ohrid as a tourist destination. Keywords: tourism, segmentation, positioning, branding, Ohrid.

Item Type: Article
Subjects: Social Sciences > Economics and business
Divisions: Faculty of Tourism and Business Logistics
Depositing User: Nikola Cucul
Date Deposited: 14 Jun 2016 08:18
Last Modified: 14 Jun 2016 08:18
URI: http://eprints.ugd.edu.mk/id/eprint/15908

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