THE SPECIFICITY OF MARKETING IN SHAPING THE FUNCTIONS OF A TOURIST AREA

The purpose of this paper is an attempt to describe specific marketing and show its importance in shaping the tourism functions of a given area. The characteristic features of the area, such as the diversity of actors and their objectives or the complexity of the functions are the primary determinants of the development of tourism in the area. The paper argues that the use of marketing and the coordination of marketing efforts by the local government influence the tourist product and the image of the area. There are, however, restrictions on the possibility of the local government implementing a long-term targeted marketing concept. These restrictions are mainly due to political reasons, to short terms in office of the members of the authorities, and to the fact that the authorities do not hire professional staff for positions related to tourism and marketing