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The Distinctiveness of Rural Tourism Marketing Practices: The Case Study of Bosnia and Herzegovina

Author

Listed:
  • Merima Cinjarevic

    (University of Sarajevo, School of Economics and Business, Bosnia and Herzegovina)

  • Almir Peštek

    (University of Sarajevo, School of Economics and Business, Bosnia and Herzegovina)

  • Sanja Tufo

    (University of Sarajevo, School of Economics and Business, Bosnia and Herzegovina)

Abstract

This paper seeks to explore the distinctiveness of marketing practices of small ruralbased businesses in the context of a so-called laggard economy in South-Eastern Europe (see) economy: Bosnia and Herzegovina. Since this study is exploratory, we employed a qualitative methodology using the multiple-case study and semistructured interviews. We collected nine cases of small rural-based tourism business and conducted interviews with their owners. The data analysis is guided by the interpretive research paradigm. The results show that the majority of small rural-based tourism businesses are engaged in marketing activities, and they seem to have an entrepreneurial and professional attitude toward marketing actions. Moreover, the majority of small rural-based tourism business follows the so-called zoning model promoting the outstanding natural beauty and integrity to visitors. Based on the critical concepts identified during the coding process in the analysis, we extracted the following themes: product variety, the authenticity of experience, marketing capabilities, and business challenges. This study deepens our understanding of marketing activities of small tourism business in rural areas. Moreover, it provides valuable information to policy-makers to design and implement policies/programmes that foster the growth of these types of businesses.

Suggested Citation

  • Merima Cinjarevic & Almir Peštek & Sanja Tufo, 2019. "The Distinctiveness of Rural Tourism Marketing Practices: The Case Study of Bosnia and Herzegovina," Academica Turistica - Tourism and Innovation Journal, University of Primorska Press, vol. 12(2), pages 173-184.
    • Handle: RePEc:prp:jattij:v:12:y:2019:i:2:p:173-184
    DOI: 10.26493/2335-4194.12.173-184
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    References listed on IDEAS

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    1. Božo Mihailović & Ilija Moric, 2012. "The role of marketing philosophy in rural tourism development," Tourism and Hospitality Management, University of Rijeka, Faculty of Tourism and Hospitality Management, vol. 18(2), pages 267-279, December.
    2. Shampy Kamboj & Zillur Rahman, 2015. "Marketing capabilities and firm performance: literature review and future research agenda," International Journal of Productivity and Performance Management, Emerald Group Publishing Limited, vol. 64(8), pages 1041-1067, November.
    3. Lynne Siemens, 2007. "Challenges faced by rural/remote tourism businesses on Vancouver Island: an exploratory study," Journal of Enterprising Communities: People and Places in the Global Economy, Emerald Group Publishing Limited, vol. 1(4), pages 308-320, October.
    4. Kolar, Tomaz & Zabkar, Vesna, 2010. "A consumer-based model of authenticity: An oxymoron or the foundation of cultural heritage marketing?," Tourism Management, Elsevier, vol. 31(5), pages 652-664.
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