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The Project of Increasing Tourist Attractiveness of City Sarajevo

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The Project of Increasing Tourist Attractiveness of City Sarajevo The Project of Increasing Tourist Attractiveness of City Sarajevo Alen Premilovac Master thesis 2014 ABSTRAKT Cestovní ruch představuje jedno z odvětví , které může pomoci rozvoji celému národního hospodářství jedné země . Atrakce spojené s odvětvím cestovního ruchu, jako je kultura , příroda, události jsou stále více a více důležité každý den . V dnešní době chtějí lidé ces- tovat na dlouhé vzdálenosti za účelem vidět to, co požadují za zajímavé. Sarajevo re- prezentuje město s velmi příznivou geografickou polohou a s mnoho turistickými aktivita- mi , které mohou vést k jeho rozvoji . K tomu, aby odvětví cestovního ruchu mohlo uspět ve městě je požadován jako dlouhodobý projekt. Tato práce je napsána s cílem definovat , jak odvětví cestovního ruchu pracuje v Sarajevu a analyzovat a navrhnout projekt pro jeho zlepšení . Faktem je , že Sarajevo je nyní místem,kde jsou peníze mnohem více in- vestovány do jiných oblastí , než do oblastí cestovního ruchu , a tím zanedbává možnost , kterou může odvětví cestovního ruchu nabídnout . S mnoho kulturními a přírodními zdroji , by Sarajevo rozhodně mohlo začít vytvářet různé projekty pro své odvětví cestovního ruchu , aby bylo možné této možnosti využívat správným způsobem a prezentovat pozitivní obraz o Sarajevu na světě. Klíčová slova: Cestovní ruch, Turistika, marketing, cestovní ruch sdružení Sarajeva, mar- ketingová strategie, kulturní a přírodní zdroje. ABSTRACT Tourism represents one of the industries that can help development of total economy of one country. Attractions with tourism industries like culture, nature, events are becoming more and more important every day. Today people will travel a long distance in order to participate in events they find interesting. Sarajevo represents city with very favorable geographical position and many tourist activi- ties that can lead to its development. In order for tourism industry to succeed in city it should be understood as a long-term pro- ject. This thesis is written in order to define how tourism industry is working in Sarajevo and to analyze and suggest project for its improvement. Fact is that Sarajevo is struggling with industries where money is much more invested than in tourism, thereby neglecting potential that tourism sector can offer. Having so many cultural and natural resources, Sarajevo should definitely start to create various projects for its tourism sector in order to use it in a right way and to present posi- tive picture about itself in world. Keywords: Tourism, Tourism marketing, tourism association of Sarajevo, marketing strat- egy, cultural and natural resources. ACKNOWLEDGEMENTS First of all, I would like to thank and express my gratitude to my supervisor prof. Ing. Mi- chael Pilik, for support he provided to me and helpful advices. As well, I would like to express my appreciation to my family that supported me through my entire life. As well I would like to thank to my aunt, whose advices eventually help me to decide to come to Zlin to study. I wish to thank all of my friends Czechs and Internationals that I’ve met in Zlin for support and advices they were giving to me. I hereby declare that the print version of my Bachelor's/Master's thesis and the electronic version of my thesis deposited in the IS/STAG system are identical. Zlin, Czech Republic, May 2nd, 2014 Alen Premilovac CONTENTS INTRODUCTION ............................................................................................................. 11 I THEORY ......................................................................................................................... 13 1 TOURISM ................................................................................................................. 14 1.1 MARKETING TOURISM .......................................................................................... 15 1.1.1 Research ....................................................................................................... 15 1.1.2 Target Markets ............................................................................................. 15 1.1.3 Advertising ................................................................................................... 16 1.1.4 Internet ......................................................................................................... 16 1.1.5 Tourism Bureaus .......................................................................................... 16 2 MARKETING IN TOURISM ................................................................................. 17 2.1 FACTORS AFFECTING MARKETING IN TOURISM ..................................................... 19 2.2 TOURISM PROMOTION .......................................................................................... 20 2.3 8P’S IN TOURISM MARKETING ............................................................................. 22 3 PRODUCT COMPONENTS OF THE CITY ........................................................ 23 3.1 DESTINATION ATTRACTIONS AND ENVIRONMENT ................................................. 23 3.2 DESTINATION FACILITIES AND SERVICES .............................................................. 24 3.3 ACCESSIBILITY OF DESTINATION .......................................................................... 24 3.4 IMAGES AND PERCEPTIONS OF DESTINATION ........................................................ 24 3.5 PRICE TO THE TOURIST ......................................................................................... 24 3.6 EVENTS ................................................................................................................ 26 4 MARKETING STRATEGIES, TOOLS AND MARKETING PLAN ................ 29 4.1 MARKETING STRATEGIES ..................................................................................... 29 4.2 MARKETING TOOLS IN TOURISM ........................................................................... 30 4.3 MARKETING PLAN IN TOURISM ............................................................................. 31 4.3.1 Marketing plan ............................................................................................. 32 4.4 EFFECTS OF TOURISM ........................................................................................... 33 II ANALYSIS ...................................................................................................................... 34 5 PROFILE OF CITY SARAJEVO .......................................................................... 35 5.1 HISTORY OF SARAJEVO ........................................................................................ 35 5.2 FACTORS INFLUENCING TOURISM IN SARAJEVO ................................................... 36 5.2.1 Destination attractions and environment ...................................................... 36 5.3 SWOT ANALYSIS OF SARAJEVO ........................................................................... 40 5.3.1 SWOT conclusion ........................................................................................ 41 5.4 PEST ANALYSIS ................................................................................................... 42 5.4.1 Political factors ............................................................................................. 42 5.4.2 Economic factors .......................................................................................... 42 5.4.3 Social factors ................................................................................................ 43 5.4.4 Technological factors ................................................................................... 44 5.4.5 PEST Conclusion ......................................................................................... 44 5.5 SARAJEVO IN NUMBERS ........................................................................................ 45 5.5.1 Method and reason of tourists visits in 2013 ............................................... 48 5.6 CHARACTERISTICS OF FOREIGN TOURISTS ............................................................ 49 5.7 CHARACTERISTICS OF DOMESTIC TOURISTS .......................................................... 50 5.8 CHARACTERISTICS OF AVERAGE TOURIST IN SARAJEVO ....................................... 50 5.9 CHARACTERISTIC OF INTERNATIONAL TOURISTIC DEMAND AND IMPLICATIONS ON SARAJEVO ................................................................................ 51 6 ANALYSIS OF COMPETITIVENESS OF SARAJEVO .................................... 53 6.1 BASICS OF COMPETITIVENESS ............................................................................... 53 6.2 COMPETITIVENESS OF SARAJEVO AS TOURISTIC DESTINATION ............................. 54 6.2.1 Touristic organizations and rivalry .............................................................. 54 6.2.2 Demand conditions ....................................................................................... 55 6.2.3 Support sector ............................................................................................... 55 6.2.4 Production factors ........................................................................................ 55 6.3 VALUE CHAIN OF SARAJEVO ................................................................................ 56 6.3.1 Information ................................................................................................... 57 6.3.2 Reservation and Shopping ............................................................................ 58 6.3.3 Accommodation and other host capacities
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