master's thesis
Promotion of services

Željka Horvat (2015)
University of Pula
Faculty of economics and tourism "Dr. Mijo Mirković"
Metadata
TitlePromocija usluga u turizmu
AuthorŽeljka Horvat
Mentor(s)Lenko Uravić (thesis advisor)
Abstract
U ovom radu razmatra se pojam, suština i značaj primjene politike promocije u turizmu, kako s makro, tko i s mikro nivoa. U radu su izneseni teorijski aspekti promocije, kao elementa marketinškog miksa, a politika promocije analizirana je i na konkretnom primjeru iz prakse i to hotelijerskom poduzeću Arenaturist d.d.. Promocija u turizmu predstavlja proces komunikacije između ponuđača i korisnika turističkog proizvoda/usluge, a cilj joj je informirati, stvoriti interes, izgraditi dobar imidž te uvjeriti i potaknuti turističku potražnju na kupovinu. Svaka zemlja koja turističkoj djelatnosti pruža veći značaj u svom ekonomskom razvoju, mora politici promocije posvetiti punu pažnju. Suvremeno turističko tržište nalaže kreativnost u promociji, praćenje trendova, primjenu novih tehnologija i uvođenje inovacija
Keywordsmarketing services tourism tourist market promotion promotional mix marketing communication hotel industry trends in tourism
Parallel title (English)Promotion of services
Committee MembersDražen Alerić
Lenko Uravić
Erik Ružić
GranterUniversity of Pula
Lower level organizational unitsFaculty of economics and tourism "Dr. Mijo Mirković"
PlacePula
StateCroatia
Scientific field, discipline, subdisciplineSOCIAL SCIENCES
Economics
Marketing
Study programme typeuniversity
Study levelgraduate
Study programmeBusiness Economics; specializations in: Financial Management, Marketing Management, Management and Entrepreneurship, Tourism and Development, Business Informatics
Study specializationMarketing Management
Academic title abbreviationmag.oec.
Genremaster's thesis
Language Croatian
Defense date2015-09-21
Parallel abstract (English)
This paper examines the very essence, means and importance for applying the promotion policy in tourism, from macro and micro level. The paper brings theoretical aspects of promotion, as one of the element of the marketing mix. The promotion policy is also analyzed on a concrete example from practice, which represents hospitality company Arenaturist d.d.. Promotion in tourism represent communication process between suppliers and users of tourist product/service, and the objective of promotion is to inform, to create interest, to create a good image, to convince and to encourage the purchase of tourist demand. Every country that tourist activity provides greater importance in economic development, must devote full attention to promotion policy. Modern tourist market requires creativity in promotion, tracking trends, application of new technologies and introduction of innovations.
Parallel keywords (Croatian)marketing usluga turizam turističko tržište promocija promotivni splet marketinška komunikacija hotelijerstvo trendovi u turizmu
Resource typetext
Access conditionOpen access
Terms of usehttp://rightsstatements.org/vocab/InC/1.0/
URN:NBNhttps://urn.nsk.hr/urn:nbn:hr:137:718634
CommitterBarbara Dušan