DESTINATION MARKETING – INSPIRATIONS OF THE ABAÚJ REGION TO CREATE A STATEGIC MODEL

Abstract

Marketing is the science which builds its theory and models from the practice, basically with
the target of being able to solve economic and social challenges, practical problems, by their
intelligent adaptation (MEFFERT 2000). Destination marketing, as one of the applications of
social marketing (PISKÓTI 2016) can alloy, incite the successful representation of business
and social values, interests. The basis of the study is the chosen slow philosophy (CALZATIDESALVO 2018) of the marketing strategy, which has been elaborated to the Abaúj destination
management organisation (which area has specific aptitudes and territorial definiteness) to
increase its competitiveness. The strategy opened the door to outline a destination broadening
and a destination deepening model, with integrative methodology.