Zborník - Mesto Nitra

marketing program from 1993 until to a time period, when the budget for Marketing wasreduced to zero. The final loss amounted to more than $ 2 trillion every year. In 2000, theInstitution of the Colorado Tourism Office was reestablished, and in a short time it achieveda return on 12:1 and presently reached record numbers in performance witin the TourismSector.Tourism is primarily a sector of services. The Services have some particularities incomparison with tangible products in terms of a marketing concept, i.e. they are intangible,variable, can not be stored or tried befor buying, or physically possessed, and their qualitydepends on by whom, when and how they are provided. Management and Marketing ofTourism Destination is primarily the responsibilty of the Destination ManagenmentOrganizations (DMO), which are operating on a local, regional, or national level. The DMO isthe body, whose task is to coordinate the „craving“ for a Destination. Each of the serviceproviders, representatives of the natural or cultural and historical attractions, the local selfgovernmentrepresentatives represents an „ingredient“ and the DMO is a „Chef“ who willmix, strings together and sell it under the uniform name, uniform brand, and with a uniformpackage as a new product.A product of Tourism at Destination is also specific, as it represents somewhat like„Lego-toy“, a collection of opportunities and possibilities, relatively variable combination ofgoods and services that each client will make up according to his own preferences. Thisconcept of product formation (similar to the formation of tours for travel agents) is, however,quite difficult to implement in comparison with the standard goods. First of all, theOrganization of a destination kind can distribute the products on the market that are from itspartners and service providers, but without the possibility to influence their price and quality.Therefore, many foreign organizations and associations of a destination type strive tostrengthen their position and to extend powers from the DMO to the DMMO.Tourism environment is constantly influenced by many socio-cultural and economicchanges. The processes of economic, political and cultural integration, dynamic developmentand the development of a multicultural society lead to the gradual creating so-called globalvillage, i.e. a territory without any physical, communication and technological barriers.Competitive environment behaves increasingly sophisticated and intensive on the market, sothe battle for attention comes into being.In connection with a wide choice of available destinations, a client and his preferencesare also changing fundamentally, he requires the more individualized offer which should beever richer, more diverse, faster, more specific and fashionable. According to the existingsurvey in the field of demographic structure of the EU, the ratio of participants from themiddle class and reletively vital seniors, is rising, but at the same time, the share of children isdecreasing and position of women in the family is strengthening. With the use of ownTransport, the independence and mobility is increasing, high-quality and safe products aresought with a good price-quality ratio. The visitors are more educated, experienced,pragmatic and critical to offer. The extensive range of different domestic and foreignproducts, product packages or destinations forms an intesive noise level, which makesdifficult the informatoin transfer from marketer to the final consumer. Changing economicenvironment sends unexpectedly the various positive and negative signals that cause someunpredictability and uncertainty on the market. Further up-to-date trends are penetrating theDestination Marketing through various ways that reflect, for example the issues of sustainabledevelopment and environmental orientation, a topic of an active social communication andcreating electronic culture, or a question of innovations arising from the current technologicaladvances.At present, it is therefore more difficult to create a product that really meets the needsof today´s client. An apprehension is appearing in the field of Tourism, especially Cultural71