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Innovative Marketing for Coastal Destinations


  • Miha Lesjak (ed.)

    (University of Primorska, Slovenia)

  • Aleksandra Brezovec (ed.)

    (University of Primorska, Slovenia)

  • Helena Nemec Rudez (ed.)

    (University of Primorska, Slovenia)


Innovation is the successful commercialization of new ideas. It can cover all processes in the development of tourism destinations. Marketing innovations create new markets, products and services. They are not restricted only to ‘high tech’ but include also ‘low tech’ levels, as well as they cover the spectrumof levels, fromincremental to radical – fromprogressive improvements of existing tourism products, to radical design for sustainable society. A number of coastal destinations in the eu face the problem ofmarketmaturity. Due to this reason and because of a growing competitiveness among destinations, technology development and globalization, these destinations have to approach market positioning as well as tourism product development in an innovative way.

Suggested Citation

  • Miha Lesjak (ed.) & Aleksandra Brezovec (ed.) & Helena Nemec Rudez (ed.), 2013. "Innovative Marketing for Coastal Destinations," UPP Monograph Series, University of Primorska Press, number 978-961-6832-45-8.
  • Handle: RePEc:prp:uppmos:978-961-6832-45-8

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    References listed on IDEAS

    1. Scherer, F. M., 1983. "The propensity to patent," International Journal of Industrial Organization, Elsevier, vol. 1(1), pages 107-128, March.
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    marketing; destinations; tourism;


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