THE ROLE OF MARKETING PHILOSOPHY IN RURAL TOURISM DEVELOPMENT

KATERINA BOJKOVSKA, MILA ARAPCESKA, ELENA JOSEVSKA, VANGELICA JOVANOVSKA, GORDANA DIMITROVSKA

Abstract: The purpose of this paper is to research the role of marketing concept in the process of the sustainable rural tourism development. Implementation of marketing philosophy in rural tourism is examined on the level of tourist destination, due to importance of cooperation and coordination on this macro level for the sustainable development of the rural tourism. Key findings indicate that marketing in rural tourism should be seen as a means to achieve development of strategic goals of rural tourist destinations, such as: long-term prosperity, guest satisfaction, profit maximization, extension of the tourist season, neutralizing the negative social impacts, stabilization of employment, support and further diversification of existing economic activity, temporal and spatial redistribution of tourist demand etc. The originality of this research comes from the analysis of the specifics of marketing implementation in rural tourism, which provides the guidance and ideas for further improvements in the sector of rural tourism.

Keywords: Diversification; Marketing; Product; Rural Tourism

Date published: 2023-02-01