Synergies in Marketing Management in Camping Tourism on the Slovenian Adriatic Coast

to properly understand the perceived client behaviour. Design/methodology/approach – Camping tourism is investigated by using secondary data and the perceived client behaviour by using the primary collected evidence from the interviews and surveys. Findings – The popularity of camping tourism in Slovenia is increasing among foreign tourists. Camping tourism is more significant in accommodation capacities than in overnight stays due to lower utilization rates of the camping tourism capacities. The word-of-mouth is the most significant single factor of marketing and customer relationship management, whereas natural attractions are an important motivation factor for tourist visits. Research limitations/implications – There is a need for updating and repeating the research by using more sophisticated methods of data analysis to include the periods of economic growth and economic recession. Practical implications – The research results indicate the main trends, and the idea on the synergies in marketing management can be used for design of advertising and promotion towards targeting potential and specific consumers and marketing niches in the tourism industry. Originality/value – The primary survey data are used to identify seasonal factors of tourist camp supplies and demands and the underdeveloped secondary tourist infrastructure with a lack of more targeted marketing and customer relationship management towards segmented tourist niche markets.