摘要：Turističke destinacije su prinuđene da stalno kreiraju nove poslovne prilike kako bi odgovorile na izazove koji nastaju pod uticajem brojnih promena u okruženju.Mali je broj njih koje podržavaju zahteve za analiziranjem i kreiranjem održivih poslovnih i marketing strategija.U radu se polazi od analize relevantne teorije i prakse u odlučivanju i izboru marketing strategije turističke destinacije,ukazujući na važnost kontinuiranog usklađivanja marketing strategije radi unapređenja poslovnih performansi i konkurentske prednosti.Na primeru Bukovičke banje prikazana je primena novog pristupa u kreiranju i upravljanju odnosima na tržištu i ukazano je na potrebu usklađivanja marketing strategije sa promenama u okruženju.Prilikom odlučivanja naglašava se uloga i značaj inovacija u marketing pristupima i potreba razvoja društveno odgovornog marketinga u cilju poboljšanja njegovih poslovnih performansi,odgovora na promene u okruženju i uspešnijeg pozicioniranja.
其他摘要：Tourist destinations are compelled to create new business opportunities constantly in order to respond to the challenges that arise under the influence of a number of changes in the environment.Few of them are supporting the requirements for analyzing and creating a sustainable business and marketing strategies.The paper starts with the analysis of relevant theory and practice in decisionmaking and choosing the marketing strategy of the tourist destination,pointing to the importance of continuous adjustment of marketing strategy in order to improve the business performance and competitive advantage.A new approach to the design and management of market relations,as well as the need for adjusting marketing strategies to the changes in the environment,is presented in the case of Bukovacka Spa.In deciding,great emphasis is placed on the role and importance of innovation in marketing approaches as well as on the need to develop socially responsible marketing in order to improve its business performance and response to changes in the environment and more successfully positioning.
关键词：Turističke destinacije su prinuđene da stalno kreiraju nove poslovne prilike kako bi odgovorile na izazove koji nastaju pod uticajem brojnih promena u okruženju.Mali je broj njih koje podržavaju zahteve za analiziranjem i kreiranjem održivih poslovnih i marketing strategija.U radu se polazi od analize relevantne teorije i prakse u odlučivanju i izboru marketing strategije turističke destinacije,ukazujući na važnost kontinuiranog usklađivanja marketing strategije radi unapređenja poslovnih performansi i konkurentske prednosti.Na primeru Bukovičke banje prikazana je primena novog pristupa u kreiranju i upravljanju odnosima na tržištu i ukazano je na potrebu usklađivanja marketing strategije sa promenama u okruženju.Prilikom odlučivanja naglašava se uloga i značaj inovacija u marketing pristupima i potreba razvoja društveno odgovornog marketinga u cilju poboljšanja njegovih poslovnih performansi,odgovora na promene u okruženju i uspešnijeg pozicioniranja.
其他关键词：Tourist destinations are compelled to create new business opportunities constantly in order to respond to the challenges that arise under the influence of a number of changes in the environment.Few of them are supporting the requirements for analyzing and creating a sustainable business and marketing strategies.The paper starts with the analysis of relevant theory and practice in decisionmaking and choosing the marketing strategy of the tourist destination,pointing to the importance of continuous adjustment of marketing strategy in order to improve the business performance and competitive advantage.A new approach to the design and management of market relations,as well as the need for adjusting marketing strategies to the changes in the environment,is presented in the case of Bukovacka Spa.In deciding,great emphasis is placed on the role and importance of innovation in marketing approaches as well as on the need to develop socially responsible marketing in order to improve its business performance and response to changes in the environment and more successfully positioning.
