Title Posebnosti primjene marketinga u zdravstvenom turizmu
Title (english) Peculiarities of Marketing Appliaction in Health Tourism
Author Sara Lovrenčić
Mentor Danijela Križman Pavlović (mentor)
Committee member Danijela Križman Pavlović (predsjednik povjerenstva)
Committee member Marija Bušelić (član povjerenstva)
Committee member Tamara Floričić (član povjerenstva)
Granter University of Pula (Faculty of economics and tourism "Dr. Mijo Mirković") Pula
Defense date and country 2021-04-21, Croatia
Scientific / art field, discipline and subdiscipline SOCIAL SCIENCES Economics Trade and Tourism
Abstract Ovaj rad je napisan u svrhu detaljnijeg opisivanja pojma turizma i marketinga te same
primjene marketinga u turizmu. Zdravstveni turizam je u današnje vrijeme sve
popularniji jer ljudi teže miru, odmoru i posvećenosti sebi za razliku od prošlosti kada
je glavni motiv putovanja bilo sunce i more ili aktivni odmor. Stresan i užurbani život
proširio je ciljne skupine zdravstvenog turizma, sada to nisu više samo stari i bolesni
nego i mladi ljudi željni boljeg psihičkog zdravlja. Marketing utječe na razvoj turizma.
Pet čimbenika suštine marketinga su tržište; potrebe, želje i potražnja; proizvodi,
usluge i doživljaji; vrijednost i zadovoljstvo; i razmjena, transakcije i odnosi. Već po
tome se vidi da marketing nosi važnu ulogu u zdravstvenom turizmu. Ljudi imaju svoje
potrebe i želje koje ih i dovedu do neke destinacije u kojoj određeni ugostiteljski objekti
i zdravstvene ustanove nude svoje proizvode i pružaju usluge, a sve to na kraju dovodi
do zadovoljenja istih potreba i želja potrošača koji se vraćaju kući sa novim
vrijednostima i doživljajima. Kako bi došlo do toga, prije svega tvrtka, objekt ili ustanova
mora se plasirati i probiti na turističko tržište, a da bi tu došla i na kraju krajeva ostala,
potrebni su dobri odnosi i komunikacija između svih uključenih subjekata odnosno
nositelja marketinga. Marketing u turizmu objašnjen je kroz marketing miks na primjeru
Terma Sveti Martin.
Abstract (english) This paper was written for the purpose of describing in more detail the concept of
tourism and marketing and the application of marketing in tourism. Health tourism is
becoming increasingly popular nowadays as people strive for peace, rest and
dedication to themselves as opposed to the past when the main motive for travel is
either sun and sea or active holidays. Stressful and hectic life has expanded the target
groups of health tourism, now they are no longer just old and sick, but also young
people looking for better mental health. Marketing affects the development of tourism.
The five factors of the essence of marketing are the market; needs, desires and
demand; products, services and experiences; value and satisfaction; exchanges,
transactions and relationships. It is already seen that marketing plays an important role
in health tourism. People have their own needs and desires that lead them to a
destination where certain tourism facilities and health institutions offer their products
and provide services, all of which eventually lead to meeting the same needs and
wishes of consumers who return home with new values and experiences. In order to
do so, first of all, the company, facility or institution must place and penetrate the tourist
market, and in order to get there and ultimately stay there, good relations and
communication between all involved entities or marketing holders are needed.
Marketing in tourism is explained through the marketing mix on the example of Terme
Sveti Martin.
Keywords
marketing
turizam
zdravstveni turizam
primjena marketinga u turizmu
Keywords (english)
marketing
tourism
health tourism
the application of marketing in tourism
Language croatian
URN:NBN urn:nbn:hr:137:995176
Study programme Title: Business Economics; Finance, Economics, Financial Management, Management and Entrepreneurship, Marketing Management, Business Informatics, Tourism; specializations in: Finance, Accounting and Auditing, Marketing Management, Management and Entrepreneurship, Tourism, Business Informatics, Financial Management, Informatics Management Course: Tourism Study programme type: university Study level: undergraduate Academic / professional title: sveučilišni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) ekonomije (sveučilišni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) ekonomije)
Type of resource Text
File origin Born digital
Access conditions Open access
Terms of use
Created on 2022-06-09 10:59:26