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Abstract
This paper considers the essence, significance and necessity of application of the
marketing approach, i.e. planning, organizing and control of marketing activities in
tourist and rural tourist policy, intending to add to competitiveness of the tourism offer in
Bosnia and Herzegovina. The paper elaborates theoretic and substantial aspects of
marketing element in tourism and rural tourism, with a special view on importance and
contribution of marketing approach in competitiveness of tourism and rural tourism offer
in Bosnia and Herzegovina. The marketing approach in tourism and rural tourism,
presented in this work, may serve as a basis for creating policy and developing marketing
approach in B&H tourism and rural tourism.