| Abstract | Konzumerizam je u turizmu povezan s procesom komercijalizacije. Komercijalizacija je proces pridruživanja ekonomske odnosno razmjenske vrijednosti stvarima i njihovo pretvaranje u robu na tržištu. Post-turizmom dominiraju potrošači koji nemaju previše vremena na raspolaganju te su stoga željni upuštanja u što više aktivnosti tijekom svojeg boravka u destinaciji kako bi maksimizirali svoja iskustva u dokolici. U postmodernističkom društvu današnjice konzumerizam zauzima značajno mjesto, općedruštveni je fenomen te je u radu razmotren kroz nešto širi kontekst koji uključuje i pitanja o potencijalnoj afirmativnosti konzumerizma, manifestaciji potrošačkih navika te potragom za odgovorom kako potrošačke prakse reprezentiraju identitete potrošača kao i pomaže li konzumerizam izražavanju vlastite osobnosti ili tek pruža privid istoga. Danas je mali broj područja, regija i destinacija u svijetu koje nisu pretvorene u prostore turističke potrošnje. Turizam je postao sastavni dio konzumerizma usmjeren na proizvodnju i zadovoljenje želje te se stoga i društvo današnjice može opisati kao materijalističko, komodificirano, hedonističko i narcisoidno, kao kultura utemeljena na novcu koju zanima imati, a ne biti. Turistički proizvod pomaže da izrazimo sebe, da budemo ono što smatramo da jesmo, ili ono što tek želimo postati. Imperativ je komercijalizirati sva iskustva na svakome mjestu, u svako vrijeme i u svakoj dobi te diverzificirati ponudu prilagođavajući se turistima kao korisnicima turističkih proizvoda i usluga. Turizam se promatra kao proizvod, a turist kao potrošač koji ga odabire. Život u konzumerističkom društvu današnjice doveo je do toga da je moguće odrediti cijenu za gotovo sve što može biti proizvedeno ili konzumirano, a to u kontekstu turizma znači komercijalizaciju ljudskih želja i potreba, a glavnu ulogu imaju turoperatori, agencije i same destinacije koje nastoje upakirati i prodati na turističkom tržištu sve ono što bi turistima moglo biti zanimljivo. Dolazi do promjene u strukturi potražnje za proizvodima i uslugama. Činiti umjesto vidjeti postaje važniji motiv putovanja pri čemu su najvažnije emocije koje doživljaj izaziva u turistu. Turistima treba omogućiti upoznavanje destinacije kroz oči lokalnih stanovnika i pronalaženje doživljaja koji nisu ucrtani na turističkim kartama. Potrebno je osigurati im uvjete da se opuste te da kući, uz suvenire, ponesu i pozitivne emocije i iskustva koja se ne zaboravljaju. |
| Abstract (english) | Consumerism is associated with the commercialization process in tourism. Commercialization is the process of associating economic or exchange values to things and their transformation into commodities on the market. Post-tourism is dominated by consumers who do not have too much time at their disposal and are, therefore, eager to indulge in as many activities as they can while they are staying in the destination in order to maximize their leisure experiences. In postmodernist society, consumerism has a significant place. It is a generalized phenomenon and it is often discussed in a wider context that includes questions about the potential affirmation of consumerism, consumer habits, and the search for how consumer practices represent consumer identities as well as how they use consumerism in expressing their own personality or just the appearance of the same. Today, there is a small number of areas, regions, and destinations worldwide that have not turned into tourist spending areas. Tourism has become an integral part of consumerism aimed at the production and satisfaction of desire. Hence, the society of today can be described as materialistic, commodified, hedonistic and narcissistic, as a culture based on the money one is interested to have and not be. A touristic product helps us to express ourselves, to be what we think we are, or what we just want to become. It is mandatory to commercialize all experiences in every place, at any time and at any age, and to diversify the offer by adapting to tourists as users of touristic products and services. Tourism is viewed as a product and a tourist as a consumer who chooses it. Life in today's society has led to the possibility of determining the price for almost everything that can be produced or consumed. In the context of tourism, this more specifically refers to the commercialization of human wishes and needs, where the main role is being played by tour operators, agencies and destinations that are trying to pack and sell on the market anything that tourists might find interesting. There is a change in the structure of demand for products and services. Doing instead of seeing becomes the most important travel motive, where the most important are the emotions brought to the tourist by the experience. Tourists should be able to familiarize themselves with the destination through the eyes of local residents and find experiences that are not drawn on tourist maps. It is necessary to
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provide them with the conditions to relax and to bring home, in addition to souvenirs, positive emotions, and experiences that will be not forgotten. |
