"A pre-training assessment was conducted for a sample of 11 potential candidates of the marketing capacity building workshop. In-depth interviews were conducted over two days to assess each candidate and their business on site. Each interview lasted for almost half an hour.
The candidates have shown good understanding of their current position, business and destination. Despite the fact that they showed good understanding of the need to customer satisfaction, they have showed very poor understanding of the marketing concept in general. They have a high need of learning basic marketing concept and planning to be able to set SMART objectives and achieve it through defined action plans and activities.
Finally, some of the candidates have realized the shift from traditional media to social media. However, the level of penetration and efforts made to use it as a promotional tool are at low levels." (Economic Growth through Sustainable Tourism Project, 2014)