Tourism Promotion of Destination for Swedish Emissive Market

Abstract

Marketing tools in tourism are constantly changing. The competition in the global tourism market is exponentially growing. Common practice in the tourism sector is the promotion of destination offer to send target audience specific image in correlation with extra destination value. Customizing destination promotional mix to fit global touristic standards ensures efficient destination positioning but includes higher investment. Management of integral parts of the promotional mix is defined with undifferentiated supply and the general image of destination as well as completely opposite terms of the differentiated offer and the general image of the destination. Most of the tourism-related organizations adjust its promotional mix according to values and image they want to present to the target audience. In the same time, there aren't many tourism organizations, which adjust its promotional mix to different emissive markets. The main research question of this paper is