Marketing, Competitiveness and Promotion of Tourist Attractions

Abstract :

The purpose of this study is to identify, through a Systematic Literature Review (SLR), the marketing strategies used to promote tourist attractions and make them more competitive. Marketing strategies are important elements for the economic development of a tourist destination and to keep it competitive in the market. However, it is important for managers to be cautious when choosing strategies to promote their tourism offerings, as wrong strategies can compromise many factors, including economic ones. The methodology used in this research is the survey of articles using the keywords competitiveness, marketing and tourist attraction that guided the searches in databases of international relevance. In RSL, 649 articles were identified, which after three inclusion and exclusion processes reached the 07 articles that answered the guiding question of the research. The results show that the main marketing strategies used to promote tourist attractions are: organization and participation of regional and international fairs, participation in regional tourism events, conferences and festivals, use of social media, use of slogans in advertising material and websites. promotion, brochures with city slogans, sports and photo competitions, billboards, mass media (film and TV), promotional videos, photo CD provided to visitors, signage in historic centers and city slogans. However, the most used strategy, according to the studies, is digital media, especially social networks, where supply and demand can interact, creating a relationship and strengthening CRM (Customer Relationship Management). The results show that there are many marketing efforts used by managers, both in the public and private sector, to enhance tourist destinations and thereby increase visitor numbers. The use of the literature review methodology, through the RSL technique that makes an exhaustive review of empiric research published in relevant journals, allow a synthesis of the marketing strategies used in the promotion of tourist attractions. Although the study provides useful results it is not possible to generalize, since the number of articles that answered the guiding question was researched.