The application of geographic information systems in destination marketing

Contemporary business trends influence tourism destinations to use advantages that modern information technology provides. Geographic information systems (GIS) could be used for those purposes, especially in area of marketing management. In this regard, the subject of this paper is to determine if GIS application in destination marketing has positive impact for tourism offer and demand. The paper is based on secondary data, gathered from academic publications from different scientific fields: tourism and hospitality, marketing and ICT. Research results confirmed the primary hypothesis, which indicated that GIS application could be beneficial for both tourism offer and demand. The significance of the research results is reflected as a contribution to theoretical framework of GIS in the tourism, as well as in making a foundation for implementation of those systems in practical marketing activities on the level of the tourism destination.