Title Interni marketing turističkih destinacija
Title (english) Internal marketing of touist destinations
Author Sanda Poropat
Mentor Danijela Križman Pavlović (mentor)
Committee member Tamara Floričić (predsjednik povjerenstva)
Committee member Danijela Križman Pavlović (član povjerenstva)
Committee member Marija Bušelić (član povjerenstva)
Granter University of Pula (Faculty of economics and tourism "Dr. Mijo Mirković") Pula
Defense date and country 2019-12-19, Croatia
Scientific / art field, discipline and subdiscipline SOCIAL SCIENCES Economics Trade and Tourism
Abstract U radu je riječi o internom marketingu turističkih destinacija, koji u središtu ima opći koncept marketinga turističke destinacije. Interni marketing je usmjeren na interne dionike u turizmu od kojih su najznačajniji poduzetnici, lokalno stanovništvo, kreatori zabavnih sadrţaja i rekreacija, turističke agencije i turoperatori, koji su međusobno udruţeni s ciljem efikasnijeg razvoja turizma. U radu je definiran turizam, turistički sustav, ekonomski učinci turizma, marketing u turizmu, njegova primjena, karakteristike, okruţenje marketinga u turizmu, turistička destinacija, tipologija turističkih destinacija te odnos turista i turističke destinacije. Nadalje, u radu je paţnja usmjerena na objašnjavanje marketinga turističke destinacije koji kod upravljanja ima tri faze: planiranje, implementaciju i kontrolu. Na temelju WEF-ovog izvješća analizirana je konkurentnost destinacija a za ostvarenje iste je jako vaţno dadestinacija bude turistički odrţiva pa je u radu objašnjen i odrţivi razvoj. U središnjem dijelu rada bilo je riječi o internom marketingu, nakon čega je u slijedećem poglavlju objašnjen interni marketing turističke destinacije, dionici od kojih su posebno izdvojeni hotelijeri, zabavni sadrţaji i rekreacije, poduzetnici turističkog posredovanja – turističke agencije i turoperatori te drţavne institucije na lokalnoj i nacionalnoj razini. U zadnjem dijelu rada riječi je o internom marketingu na primjeru turističke destinacije Istra, koja je turistički najrazvijenija turistička ţupanija i zemljopisna cjelina Republike Hrvatske.
Abstract (english) This paper deals with the internal marketing of tourist destinations, which in the center has a general concept of marketing a tourist destination. Internal marketing is focused on internal stakeholders in tourism, the most important of which are entrepreneurs, local people, entertainment and recreational creators, tourist agencies and tour operators who are interconnected with the goal of more efficient tourism development. The paper describes tourism, tourism system, economic effects of tourism, marketing in tourism, its application, characteristics, marketing environment in tourism, tourist destination, typologies of tourist destinations and the relationship between tourists and tourist destinations. Furthermore, the paper focuses on explaining the marketing of a tourist destination that has three phases in management: planning, implementation and control. Based on the WEF report, the competitiveness of the destination is analyzed and it is very important for the realization of the destination that the destination is sustainable and sustainable development is explained. In the central part of the paper, there were internal marketers, after which the following chapter explained the internal marketing of tourist destinations, the sections of which were separately separated from the hotels, entertainment and recreation, entrepreneurs of tourist mediation - tourist agencies and tours operators and state institutions at local and national level. In the last part of the paper, there were words about internal marketing on the example of the tourist destination of Istria, which is the tourist most developed tourist region of the Republic of Croatia.
Keywords
turizam
turistička destinacija
interni marketing turističke destinacije
dionici internog marketinga turističke destinacije
turistička destinacija Istra
Keywords (english)
tourist destination
internal marketing of tourist destinations
part of internal marketing of tourist destination
tourist destination of Istria
Language croatian
URN:NBN urn:nbn:hr:137:493534
Study programme Title: Business Economics; Financial Management, Marketing Management, Management and Entrepreneurship,Tourism, Business Informatics; specializations in: Financial Management, Marketing Management, Management and Entrepreneurship, Tourism and Development, Business Informatics, Informatics Management Course: Tourism and Development Study programme type: university Study level: graduate Academic / professional title: magistar/magistra poslovne ekonomije (magistar/magistra poslovne ekonomije)
Type of resource Text
File origin Born digital
Access conditions Open access
Terms of use
Created on 2020-12-16 10:12:06