| Title | ELEMENTI MARKETINŠKOG SPLETA U TURIZMU NA PRIMJERU ETNOLANDA DALMATI |
| Author | Anita Stipetić |
| Mentor(s) | Jelena Šišara (thesis advisor)
|
| Abstract | Turističko tržište je specifičan u odnosu na ostala tržišta. Iako se po svojim elementima ne razlikuje od ostalih tržišta, njegova specifičnost je u njegovom funkcioniranju. Tu se svrstavaju i osobine turističke ponude i potražnje čije pojedinačne karakteristike pridonose specifičnostima njihovih odnosa na tržištu. Tu su i turističke potrebe koje su jedne od općih čovjekovih potreba, a podrazumijevaju potrebe za rekreacijom, odmorom zabavom i slično. Zadovoljenjem tih potreba bavi se marketing u turizmu koji objedinjuje sadržajno i teorijski sve djelatnosti koje čine turizam kao složeni sistem. Prema tome, marketing u turizmu se može definirati kao prilagođavanje politike turističkih poduzeća i turističke politike na lokalnom, regionalnom, nacionalnom i međunarodnom nivou, da bi se postiglo optimalno zadovoljenje potreba određenih skupina potrošača i tako ostvario profit. Kako bi se to ostvarilo, definiran je pojam marketinškog spleta koji se odnosi na definiranje instrumenata i njihovog međusobnog odnosa kako bi se zadovoljile potrebe potrošača i ostvarili ciljevi poslovanja. Prihvaćena su ukupno četiri elementa marketinškog spleta, a to su: proizvod, cijena, promocija, te prodaja i distribucija, koji se skraćeno naziva 4P. Etnoland Dalmati ima odličnu kombinaciju svih elemenata marketinškog miksa, koja se u potpunosti prilagođava željama gosta, što je dokazano povećanjem posjetitelja iz godine u godinu. |
| Keywords | market marketing tourism marketing mix |
| Parallel title (English) | THE ELEMENTS OF MARKETING MIX IN TOURISM ON THE EXAMPLE OF ETNOLAND DALMATI |
| Granter | Polytechnic of Sibenik |
| Place | Šibenik |
| State | Croatia |
| Scientific field, discipline, subdiscipline | SOCIAL SCIENCES
Economics
Marketing
|
| Study programme type | professional |
| Study level | undergraduate |
| Study programme | Management; specializations in: Tourism Management, Information Management |
| Study specialization | Tourism Management |
| Academic title abbreviation | bacc.oec. |
| Genre | undergraduate thesis |
| Language | Croatian |
| Defense date | 2017-09-14 |
| Parallel abstract (English) | The tourist market is specific in relation to other markets. Although it does not differ from its other elements, its specificity is in its function. This includes the characteristics of tourist offer and demand whose individual characteristics contribute to the specifics of their market relationships. There are also tourist needs that are one of the general human needs, and they include the need for recreation, relaxation, fun, ecc. For satisfying these needs it's responsable marketing in tourism is which combines content and theoretically all the activities that make tourism a complex system. Accordingly, marketing in tourism can be defined as adaptation of the tourism business policy and tourist policy at local, regional, national and international levels, in order to achieve optimum satisfaction of the needs of certain groups of consumers and thereby achieve profit. To achieve this, the term of marketing mix has been created to define the instruments and their mutual relationships to fulfill consumers needs and achieve business goals. A total of four elements of marketing mix are accepted, namely: product, price, promotion and place, also known as 4P. Etnoland Dalmati has a great combination of all the elements of marketing mix that fully adapts to the wishes of the guest, which has been proven by increasing visitors year after year. |
| Parallel keywords (Croatian) | tržište marketing turizam marketinški splet |
| Resource type | text |
| Access condition | Access restricted to students and staff of home institution |
| Terms of use |  |
| URN:NBN | https://urn.nsk.hr/urn:nbn:hr:143:737414 |
| Committer | Nives Paškov Milošević |
