Role of Tourism Clusters in Regional Marketing

Abstract

Today’s map of global economy is dominated by special centres, the clusters. The tourism cluster is the geographic concentration of tourism enterprises, services and institutions inter-connected in tourism activities. In present study the interpretation of the strategic marketing of tourism clusters is built on the characteristics of place marketing and tourism marketing. Through the example of the South Transdanubian tourist region the study presents how tourism clusters contribute to the increase of tourism competitiveness of the region by innovation, product development and strategic marketing activities.