Invigorating the Destination's Marketing Strategy? (The Case of Slovakia)

The paper describes how the lack of tourism marketing strategy may result in a reduction in the number of both, foreign and domestic visitors to the destination. It defines tourism destinations; characterizes the principles of marketing strategy development and its role in competitiveness of the destination. Slovakia possesses a large number of inherited or created assets, but it has not been able to realise its full potential in tourism development in the new millennium. The paper compares Slovakia's, the Czech Republic's, and Austria's results in the development of the domestic and foreign tourism market. The destinations were subject to research using secondary data to identify tourism products and analyse time series of selected data in the tourism markets. The results were subjected to evaluation using the Spearman's correlation coefficient to measure the strength of dependence between the development of the domestic and foreign market in each destination. Based on the results of the analysis, recommendations for the development of invigorating marketing strategy are formulated.