IndexIntroduction 2Market analysis 3Segmentation 3Targeting 4Strategic positioning and structuring of the tourist offer 5Differentiation from the competition: 5Market characteristics 6Environmental factors 7SWOT analysis 9The marketing mix tools 9Product 10Price 11Distribution 11Promotion 12Customer experience 13Results 13IntroductionIn this study, the importance of applying marketing philosophy in the tourism marketing and development plan is highlighted as a basis for its application. Application of marketing philosophy, as the modern concept of marketing strategies in hospitality is demonstrated by the example of the marketing plan for the hotel "Izvor" in Arandjelovac. In this article I will present solutions to achieve marketing objectives. The hotel was built in 1978. Since the beginning of its operation the hotel offers a wider range of program contents, both for school trips and business tourism. At first it was a luxury hotel, but over the years it struggled with difficult business conditions and lost some of its quality and position in the market. In 2003, in the process of ownership transformation, the hotel has a new owner. The new owner is the "Alco group" and is now a member of the hotel chain "A hoteli", and has invested 43 million euros in the reconstruction. The hotel "Izvor" provides services for conferences, sports and business tourism and services for individual stays. The hotel has changed the structure of the above-mentioned services through greater participation of conference, business and sports tourism in the overall portfolio. It also wants to increase the quality of the types of services selected and has already eliminated the unattractive ones (school trips). The uniqueness of the services:- T...... middle of paper ......collect proposals or complaints. Some hotels have a suggestion box at the front desk and guest comment cards, which can also be found in rooms. Some hotel chains have created a direct telephone line with customers where it is easier to ask for suggestions or appeal and this could be implemented in “Izvor”. Results (esa) Commercial objectives• Increase the number of individual tourists,• Increase the number of sports teams, • Achieve leadership in the organization of symposiums, congresses and conferences,• Rental of sports fields, swimming pools, saunas, gyms for citizens which brings additional revenue.b) Non-commercial objectives• Create loyal tourists,• Increase tourists' awareness of the beauty Bukovicka Spa• Inform tourists about the healing properties of mineral water springs on the slopes of Mount Bukulja• Increase the number of events cultural