GLOBALIZATION AND CHANGING CONSUMER BEHAVIOR – CHALLENGES FOR POSITIONING TOURISM DESTINATIONS

  • Zoran Srzentić Faculty of Hotel Management and Tourism, University of Kragujevac
  • Andriela Vitić-Čeković Faculty of Tourism and Hotel Management, University of Montenegro; Kotor
Keywords: globalization, consumer behavior, special interest tourism

Abstract

At the beginning of the 21st century tourism is a dynamic industry that has an increasing share of global economic growth. Modern tourism is based on the trend of globalization, characterized by the growing interdependence of national economies in the global economy. Advances in technology and the new needs of consumers contribute to strengthening the global character of tourism, but also the growing interdependence of the global and the local. Balancing between the acceptance of global trends and the preservation of diversity of attractions is one of the essential tasks of destination marketing management nowadays. The current flows in the global tourism market suggest that new forms of tourism represent important potential for positioning and repositioning tourism destinations. Therefore, the focus of this paper is to analyze globalization in terms of contemporary requirements of tourism demand, as well as potentials of positioning destinations through special interest tourism. The results of research should give a proposal for destionation marketing management of Montenegro and region, in the context of creating a differentiated tourism offer that adapts to the modern profile of consumers in tourism.

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Published
2016-06-04
How to Cite
Srzentić, Z., & Vitić-Čeković, A. (2016). GLOBALIZATION AND CHANGING CONSUMER BEHAVIOR – CHALLENGES FOR POSITIONING TOURISM DESTINATIONS. Tourism International Scientific Conference Vrnjačka Banja - TISC, 1(2), 17-32. Retrieved from http://www.tisc.rs/proceedings/index.php/hitmc/article/view/171