The Role of Segmentation and Positioning in the Development of Modern Tourist Market in Serbia

Mihailović, Branko and Popović, Vesna (2017) The Role of Segmentation and Positioning in the Development of Modern Tourist Market in Serbia. In: In 2rd International thematic monograph-Thematic Proceedings: Modern Management Tools and Economy of Tourism Sector in Present Era. Association of Economists and Managers of the Balkans ; Faculty of Tourism and Hospitality, Belgrade ; Ohrid, pp. 550-565. ISBN 978-86-80194-10-3

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Abstract

In this paper we will research the role of segmentation and positioning of tourist products with the goal to improve performances or Serbian tourism market. Nowadays tourism represents one of the leading sectors of economy in large number of countries. There are statistical indicators, such as tourism incomes, number of overnights etc., to witness it. In the light of the rapid expansion of tourism, especially in the second half of the 20th century, we should considered both, the task and role of marketing, as well as their mutual relationship. Consequently, marketing in tourism has the task to facilitate an easier exchange between tourist demand and supply.

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