Positioning as a competitive strategy of tourist destinations with a speciale view hotel industry

Tržišno sazrevanje turističkih destinacija odvija se u sve kompleksnijem i konkurentnijem okruženju. Turističke destinacije, i one koje se nalaze u fazi razvoja, i one koje žele dostići, ponovo osvojiti ili zadržati prednost nad konkurencijom, moraju se obezbediti nizom instrumenata i funkcionalnih metoda, za procenu stvarne situacije i stvaranje budućih scenarija. U tom smislu, strategija pozicioniranja u potpunosti definiše novi, multidimenzionalni pristup konkurentskoj utakmici. Ona je, dakle, perspektiva i vizija onoga što se želi postići, ali i pravac kretanja ka poziciji koju destinacija želi dostići. Analizirajući savremene tendencije na međunarodnom tržištu, može se zaključiti da komparativne prednosti turističke destinacije predstavljaju važan, ali ne i dovoljan faktor konkurentnosti. Neophodno je, da destinacije stvore i održavaju konkurentske prednosti. Nije, međutim, dovoljno imati bilo kakvu konkurentsku prednost. Da bi bila relevantna u konkurentskoj borbi, ona mora nositi obeležja trajnijeg karaktera. Jednom stečena konkurentska prednost, održava se samo putem stalnog traganja u iznalaženju novih mogućnosti ili stečenim promenama ponašanja destinacije u opštem strateškom kontekstu.Market maturity of tourism destinations is unfolding in an increasingly complex and competitive environment. Tourist destinations, both those which are in the developing stage and those that want to reach, regain or maintain advantage over the competetion, have to equip themselves with an array of instruments and funcitional methods to assess the real situation and design future scenarios. In that sense, positioning strategy defines a completely new multidimensional approach to the competitive game. It is, therfore, a perspective and a vision of what is to be achieved, but also a direction towards the position which the destination strives to reach. Analisying modern tendencies in the international market, it may be concluded that comparative advantages of a tourist destination present an important, but not sufficient factor of competitiveness. It is necessary for destinations to create and maintain competitive advantages. However, it is not enough to have just any competitive advantage. In order to be relevant in a competitive battle it has to bear features of a more permement character. Once gained competitive advantage is maintained solely through continuous searching for new possibilities or through obtained changes in the behaviour of a destination in a general strtegic context