• Ana Langović-Milićević Faculty of Hotel Management and Tourism, University of Kragujevac
  • Milica Kostić-Stanković Faculty of Organizational Sciences
Keywords: marketing strategy, marketing communication instruments, branding, competitive position, tourist destinations


A modern business environment is characterized by intensified market competition in the profit organizations. The same principle applies to the competitive position of tourist destinations, therefore their branding has become a key interest of both tourism organizations and competent state institutions. This paper represents the role of marketing communication as a predictor of the success of branding destinations. The aim of this paper is to gain insight into the methods of improving the competitive position of destinations and improving their image. Also, the paper presents terminological explanations of marketing activities, providing guidance for their implementation and practical operation. By mastering the presented concept, its characteristics and role, significant steps can be taken in improving the existing situation and assisting the development of tourism in Serbia. The paper also presents concrete guidelines for action in practice, which should be managed by competent institutions and tourist organizations in order to achieve better positioning results. The application of the case study methodology is highlighted in illustrating the manifest affirmations of individual instruments and strategies of marketing communication in tourism.


Download data is not yet available.


Camilieri, M.A. (2018). The Marketing Environment of Tourist Destination. The Branding of Tourist Destination: Theoretical and Empirical Insights. 1-14. Emerald Publishing Limited. ISBN: 978-1-78769-374-6.

Campelo, A., Aitken, R., Thyne, M., Gnoth, J. (2014). Sense of Place: The Importance for Destination Branding. Journal of Travel Research, Vol. 53, No. 2, 154-166. DOI: 10.1177/0047287513496474

Chan, C-S., Marafa, L.M. (2018). Branding Places and Tourist Destinations: A Conceptualisation and Review. The Branding of Tourist Destination: Theoretical and Empirical Insights. 15-42. ISBN: 978-1-78769-374-6.

Cvetkovski, T., Langović Milićević, A. (2018). Intercultural Communication and Understanding – Why and how to attract tourists from China? Thematic proceedings of 3rd International Scientific Conference: Tourism in Function of Development of the Republic of Serbia. 31 May - 2 June, 2018, Vrnjačka Banja, 238-256.

Garcia, J.A., Gomez, M., Molina, A. (2012). A destination-branding model: An empirical analysis based on stakeholders. Tourism Management, Vol. 33, No. 3. 646-661. DOI: 10.1016/j.tourman.2011.07.006.

Kostić-Stanković, M., Cvijović, J., Žarkić Joksimović, N. (2013). Internal Public Relations within Serbian Intellectual Diaspora. Actual Problems of Economics, 6/2013, 283-294,ISSN: 1993-6788.

Kostić-Stanković M, Makajić-Nikolić D, Martić, M. (2013). Optimization of University Promotion Plan. Actual Problems of Economics, No. 1 (139)/2013, 367-377, ISSN: 1993-6788.

Langović Milićević, A., Ognjanović, J. (2017). Innovative Activities as a Factor of Hotel Business Competitiveness. Thematic proceedings of 2nd International Scientific Conference: Tourism in Function of Development of the Republic of Serbia. 1-3 June, 2017, Vrnjačka Banja. 22-48.

Maričić, M, Kostić-Stanković, M. (2018). Conceptual model for exploring the recall and recognition of embedded advertisements of sponsors. International Journal of Sports Marketing and Sponsorship (IJSMS-02-2018-0020).

National park Tara,, (24.02.2019.)

Vukić, M, Kuzmanović M, Kostić-Stanković, M. (2015). Understanding the heterogeneity of generation Y's preferences for travelling: a conjoint analysis approach. International Journal of Tourism Research, Vol. 17, No. 5, 482-491. DOI: 10.1002/jtr.2015, ISSN: 1522-1970.

Vukmirović, V., Petrović, D., Kostić-Stanković, M. (2017). Strategic management and its effects on Serbian wood industry, Management. Journal of Sustainable Business and Management Solutions in Emerging Economies, Vol. 22, No.3, 37-47.

Wagner, O., Peters, M. (2009). Can association methods reveal the effects of internal branding on tourism destination stakeholders? Journal of Place Management and Development, Vol. 2, No. 1. 52-69. DOI 10.1108/17538330910942807.

Qu, H., Hyunjung Kim, L., Hyunjung Im, H. (2011). A model of destination branding: Integrating the concepts of the branding and destination image. Tourism Management, Vol. 32, 465-476. DOI: 10.1016/j.tourman.2010.03.014.

How to Cite
Langović-Milićević, A., & Kostić-Stanković, M. (2019). PLANNING MARKETING COMMUNICATION INSTRUMENTS AS A PRIORITOR OF EFFECTIVENESS FOR TOURISM (TOURIST) DESTINATIONS. TISC - Tourism International Scientific Conference Vrnjačka Banja, 4(2), 100-117. Retrieved from