Title Posebnosti primjene marketinga usluga u turizmu
Title (english) The Particularities of Applying Marketing Services in Tourism
Author Katia Rude
Mentor Ariana Nefat (mentor)
Committee member Erik Ružić (predsjednik povjerenstva)
Committee member Ariana Nefat (član povjerenstva)
Committee member Dragan Benazić (član povjerenstva)
Granter University of Pula (Faculty of economics and tourism "Dr. Mijo Mirković") Pula
Defense date and country 2020-09-24, Croatia
Scientific / art field, discipline and subdiscipline SOCIAL SCIENCES Economics Marketing
Abstract Turizam kao pojava objedinjuje cjelovitu ponudu sadržaja, usluga i atraktivnosti plasiranih prema turističkom tržištu i turiste kao korisnike tih usluga. Za postizanje visoke razine kvalitete turističkih usluga, prijeko je potrebno da se poslovni procesi odvijaju u skladu s poslovnom vizijom poduzeća, odnosno na temeljima suradnje, timskog rada i zadovoljstva zaposlenika, te sa zahtjevima, interesima, potrebama i željama korisnika. Marketing u turizmu javlja se kao zbroj pojedinačnih marketinških aktivnosti, kojima se na najbolji mogući način postiže optimalno zadovoljenje potreba određenih skupina potrošača i tako ostvaruje prihod. Potrebno je kreirati i izabrati takav promotivni splet kojim će se na najučinkovitiji način utjecati na skupine u javnosti o kojima ovisi prodaja turističkih proizvoda i usluga i time doprinijeti stvaranju imidža turističke destinacije. Valamar Riviera može se iskazati kao dobar primjer uspješne turističke kompanije u hrvatskoj, prvenstveno zbog kontinuiranog ulaganja u kvalitetu i ponudu pruženih hotelskih proizvoda i usluga, ljudske potencijale i razvoj talenata, stvaranju inovativnih i gostima prilagođenih usluga i programa te razvoj digitalnih rješenja kojima dodatno osnažuje marku i imidž destinacija.
Abstract (english) Tourism as a phenomenon unites a complete offer of facilities, services and attractions arranged according to the tourist market and tourists as users of these services. In order to achieve a high level of quality of tourist services, it is essential that business processes take place in accordance with the business vision of the company, i.e. on the basis of cooperation, team work and employee satisfaction, and with the requirements, interests, needs and wishes of the users. Marketing in tourism is presented as the sum of individual marketing activities, which in the best possible way achieve optimal fulfillment of the needs of certain groups of consumers and thus generate income. It is necessary to create and choose such a promotional plot which will in the most efficient way influence groups in the public on which the sale of tourist products and services depends and thus contribute to the creation of the image of a tourist destination. Valamar Riviera can be shown as a good example of a successful tourist company in Croatia, primarily because of continuous investments in the quality and offer of offered hotel products and services, human potentials and the development of talents, the creation of innovative and guest-friendly services and programmes, and the development of digital solutions that further strengthen the brand and image of destinations.
Keywords
turizam
turističko tržište
turistički proizvod
marketing u turizmu
promotivni splet u turizmu
Valamar Riviera
Keywords (english)
tourism
tourism market
tourist product
marketing in tourism
promotional itinerary in tourism
Valamar Riviera
Language croatian
URN:NBN urn:nbn:hr:137:281357
Study programme Title: Business Economics; Financial Management, Marketing Management, Management and Entrepreneurship,Tourism, Business Informatics; specializations in: Financial Management, Marketing Management, Management and Entrepreneurship, Tourism and Development, Business Informatics, Informatics Management Course: Marketing Management Study programme type: university Study level: graduate Academic / professional title: magistar/magistra poslovne ekonomije (magistar/magistra poslovne ekonomije)
Type of resource Text
File origin Born digital
Access conditions Open access
Terms of use
Created on 2022-03-24 10:11:18