CHARACTERISTICS OF MARKETING AND INVESTMENT WITH SPECIAL EMPHASIS IN TOURISM

Abstract

At the competitive tourist market today (including the Kosovo) the imperative for the Country, region and tourist
enterprises is to keep its market position and existing customers. Having known the fact that the tourism as branch of
economy in Kosovo is in the phase of consolidation and restructuring in order to achieve to adapt to the transition to the
market economy conditions and rules it is ultimate request to use the marketing concept as a business concept and
business function from all key players. The objective of integrated marketing communication should be that the right
message has to be presented to public, in a proper manner, to appropriate audience, in the right place, and in due time.
Investment in Tourism is and should be part of the country’s Investment policy; no matter they are Foreign or Domestic
Investment (FDI). The information sent to potential investors and communicating with them (target group) will help in making
the attractive for tourist the entity no matter if it is company, certain town or country as touristic destination in general. It is
important, always being aware for environmental factors which are changing continuously. A good combination of all
elements of marketing mix (product, price, place and promotion) will allow in this case Country as tourist destination, region
and tourist enterprises to attract tourists and by chance to retain them as visitors in future. Paper through case study will
analyze the concrete specificities of the marketing communications in investments in tourism.