PR STRATEGIC APPROACH – IMPORTANT ASPECT OF TOUR AGENCY’ ANTICRISIS BEHAVIOR
MARIA STANKOVA
Abstract
The globalization of socio-economic development imposes the importance of searching and revealing of the prime source, provoking the complex changes in market area.
Through the recent years tourist markets differ with growing dynamic. The occurring tendencies submit number of questions with theoretical and practical interest to the process of strategic marketing planning and development of tourist structures. The fundamental organizational structures of the tourist market are tour agencies. In their variety, they fulfill important productive and distribution functions and contribute for the conclusion of tourist servicing process.
In the conditions of accelerated economic changes toward European market parameters Bulgarian tour agencies are up against new provocations, the revealing and mastering of which is possible only trough appropriated theoretical models and practical instruments, based on the principles of marketing management and mostly on the PR strategic approach. The lack of which in Bulgaria estrange tour agencies from the process of permanent change, observed in tourist market area and restrain the effectiveness of their activity and future development. By the means of their mutual relations is possible to deduce the process of changes, occurring through the market area. Their adaptation to the tour agencies’ activity reveals new possibilities to meet constant market provocations.
Key words
Globalization, tour agencies, marketing management, PR strategic approach, positive image
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