Page 91 - GLOBAL TOURISM CHALLENGES IN 21st CENTURY
P. 91
675$7(*,& 0$5.(7,1* ,1 )81&7,21 2)
'(9(/230(17 2) )$0,/< %86,1(66
7RGRU %DGDURYVNL
5HQDWD 6WRLONRYVND
$EVWUDFW
7KLV SDSHU LV DQ DFWLRQ UHVHDUFK FRQGXFWHG LQ RUGHU WR SURYH WKH UROH RI VWUDWHJLF PDQDJHPHQW LQ WKH
GHYHORSPHQW RI IDPLO\ EXVLQHVVHV
7KH JHQHUDO K\SRWKHVLV RQ ZKLFK WKH VXUYH\ LV EDVHG LV VHW RQ WKH DVVXPSWLRQ WKDW WKH VXFFHVV DQG
GHYHORSPHQW RI IDPLO\ EXVLQHVVHV LV GLUHFWO\ UHODWHG WR VWUDWHJLF PDUNHWLQJ
7RGD\ V PDUNHWV ZKHUH WKH SUHVVXUH RI JOREDO FRPSHWLWLRQ LV KXJH VPDOO IDPLO\ EXVLQHVVHV QHHG WR
XWLOL]H DOO WKHLU UHVRXUFHV RSWLPDOO\ DQG DSSURSULDWHO\ 7KLV LV ZKHUH WKH LPSRUWDQFH RI PDUNHWLQJ VWUDWHJ\
DQG DOO LWV DFFRPSDQ\LQJ HOHPHQWV FRPHV IRUP DQG LW LV RQH RI WKH PDLQ WRROV WR LQFUHDVH WKH FRPSHWLWLYH
DGYDQWDJH RI WKH FRPSDQ\
7KH SXUSRVH RI WKLV SDSHU LV WR VKRZ WKH GLUHFW FRQQHFWLRQ EHWZHHQ ZHOO SODQQHG PDUNHWLQJ VWUDWHJ\ DQG
VXFFHVV RI WKH IDPLO\ EXVLQHVV DQG LQFUHDVHG FRPSHWLWLYH DGYDQWDJH
.H\ZRUGV VWUDWHJLF PDUNHWLQJ PDUNHWLQJ PL[ RUJDQL]DWLRQDO GHYHORSPHQW VWUDWHJ\ FRPSHWLWLYH
DGYDQWDJH
0DUNHWLQJ
7RGD\ WHFKQRORJLFDO GHYHORSPHQW EHFDPH WKH PDLQ LPSDFW LQ EXVLQHVV HQYLURQPHQW
WKDW FRQWULEXWHV LQFUHDVHG FRPSHWLWLYHQHVV WKURXJK WKH SURFHVV RI JOREDOL]DWLRQ DQG
FHQWUDOL]DWLRQ RI ODUJH DQG VPDOO PDUNHWV
(YHU\ FRPSDQ\ ODUJH ɨU VPDOO PXVW WR XVH HYHU\ UHVRXUFH WKH\ KDYH DQG PXVW WR
IROORZ WKH WHFKQRORJ\ LI WKH\ ZDQW WR EH DWWUDFWLYH IRU FXVWRPHUV DQG PDNH JRRG
UHVXOWV ZKLFK ZLOO FUHDWH PD[LPXP HFRQRPLF JURZWK
ȺSSURSULDWH DOORFDWLRQ RI UHVRXUFHV VKRXOG EH PDLQO\ DLPHG DW VPDOO IDPLO\
FRPSDQLHV EXVLQHVVHV ZKLFK VKRXOG DLP DW RSWLPDO DQG DSSURSULDWH XVH RI UHVRXUFHV LI
WKH\ ZDQW WR UHPDLQ RQ WKH PDUNHW DQG ILJKW IRU SRVLWLRQ ZLWK ODUJHU FRUSRUDWLRQV WKDW
DUH ILQDQFLDOO\ VWURQJHU
6WUDWHJLF PDUNHWLQJ LV D WRRO ZLWK ZKLFK FRPSDQLHV FDQ SODFH WKHLU SURGXFWV RQ WKH
PDUNHW PDNLQJ WKHP DWWUDFWLYH WR EX\HUV
0DQDJHUV RI D FRPSDQ\ WKURXJK PDUNHWLQJ VKRXOG DVVHVV WKH QHHGV RI FRQVXPHUV
WR GHWHUPLQH WKHLU VL]H DQG LQWHQVLW\ DV ZHOO DV WKH SRVVLELOLW\ RI SURILW 5LVWHYVND
ϱ 7RGRU %DGDURYVNL 0 6F DQG 5HQDWD 6WRLONRYVN 0 6F ( PDLO
WRGRUEDGDURYVNL#KRWPDLO FRP
ϴ ϰ

