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: | https://eprints.ugd.edu.mk/id/eprint/15908 |
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