| Abstract | Glavni cilj ovog rada je analizirati marketinške aktivnosti u turizmu i na koji način one dopiru
do krajnjih korisnika. U ovom radu se nalazi opći opis marketinga, turizma te marketinga u
turizmu, a naposljetku se nalazi analiza marketinških aktivnosti na primjerima specifičnih
oblika turizma, odnosno na primjeru gastronomskog i filmskog turizma. Na samom kraju
dolazi anketa o navikama turista i utjecaju pojedinih marketinških alata kao što su internet,
društvene mreže, turističke agencije, turistički vodiči, TV, knjige, časopisi. Iz teorijskog
pregleda vidljivo je kako su se s godinama marketing i turizam mijenjali i kako su
marketinške aktivnosti koje su nekoć bile uspješne i poželjne danas postale sporedne.
Turizam se također mijenjao i sve više prilagođavao turistima što je dovelo do razvoja
specifičnih oblika turizma koji postoje za gotovo svaki interes i želju pojedinca. Svojstvo
marketinga je prilagodljivost i cilj mu je udovoljavanje potrošačima što uspješno čini i u
turizmu, a posebno dolazi do izražaja kroz specifične oblike turizma. Najznačajnija promjena
u zadnjih nekoliko godina koja se kroz anketu posebno istaknula jest važnost interneta,
društvenih mreža, web stranica destinacija, turističkih zajednica i agencija, web stranica s
recenzijama potrošača, koji su postali glavni marketinški alati današnjice. |
| Abstract (english) | The main goal of this dissertation is to analyse the way in which marketing activities in
tourism have changed and which ones are the most successful in today’s world. The general
definitions of marketing, tourism and marketing in tourism are presented in this dissertation.
An analysis of marketing activities based on the examples of special interest tourism is found
at the end of this paper, such as in gastronomic and film tourism, as well as a questionnaire
about tourists' habits and effects that are considered with certain marketing tools, such as the
Internet, social media, tourist agencies, tourist guides, TV, books and magazines. In this
dissertation it is clear that tourism and marketing have changed throughout the years and that
marketing activities which used to be successful became secondary ones. Tourism has
developed and adjusted to tourists and that has contributed to the development of special
interest tourism which exists for almost every wish and interest. Furthermore, an attribute of
marketing is its adaptability and its goal is to satisfy consumers, which is achieved in tourism
as well. Nevertheless, its adaptability specially stands out in marketing of special interest
tourism. However, the most significant change in the last few years, which was also
highlighted in the answers to the questionnaire, is the importance of the Internet, social media,
web pages of tourist boards and agencies, web pages with customers’ reviews and they have
also become the main marketing tools in today’s world. |
