Title Luksuzni turizam i turoperatorske inicijative Title (english) Luxury Tourism and Tour Operators Initiatives Author Sonja Bajramović Mentor Jasmina Gržinić (mentor)Mentor Moira Kostić Bobanović (mentor)Committee member Tamara Floričić (predsjednik povjerenstva)Committee member Jasmina Gržinić (član povjerenstva)Committee member Moira Kostić Bobanović (član povjerenstva)Committee member Aljoša Vitasović (član povjerenstva)Granter University of Pula Defense date and country 2018-09-26, Croatia Scientific / art field, SOCIAL SCIENCES Abstract Svrha rada je definirati luksuzni turizam, njegove vrste i analizirati luksuzni turizam u Hrvatskoj. Također, prikazati kako turoperatori kao posrednici u turizmu prilagođavaju svoju ponudu tokovima potražnje luksuzne klijentele. Cilj rada je izdvojiti najuspješnije predstavnike hrvatskog luksuznog turizma (destinacije i smještajni objekti), odraditi usporednu analizu njihovih prednosti, čimbenika kvalitete i potencijalnog rasta i razvoja. Turistička potražnja vrlo je važan element na tržištu luksuznih putovanja. U radu se definira pojam luksuza i analizira postojeća i buduća elitna klijentela. Ponuda luksuznih putovanja mora se prilagoditi novim zahtjevima tržišta te zahtijeva da turoperatori proizvode paket-aranžmane koji nude visoko kvalitetne usluge. Pod utjecajem globalizacije i razvitka tehnologije, klijenti visoke platežne moći uz klasične usluge poput smještaja u hotelu s pet zvjezdica, vrhunskog gastronomskog doživljaja, transfera u luksuznim automobilima i wellness uslugama traže dodatnu vrijednost u obliku nikad dosad doživljenih iskustava, originalnih aktivnosti i privatnih ekskluzivnih izleta. Izrađena je studija slučaja koja prikazuje usporedbu ponuđenih luksuznih paket-aranžmana za Dubrovnik. Analiziraju se dva primjera prodaje inozemnih turoperatora (jedan generaliziran i jedan specijaliziran turoperator) i dva primjera hrvatskih turoperatora (jedan generaliziran i jedan specijaliziran turoperator). Problematika koja se istražuje je pitanje jesu li hrvatski turoperatori u mogućnosti dovoljno dobro i brzo pratiti nove suvremene trendove u luksuznom turizmu ili još uvijek zaostaju za inozemnim turoperatorima, koliko dobro primjenjuju teorijske spoznaje i prilagođavaju li se potražnji luksuznih kupaca. Na temelju istražene literature i izrađene studije slučaja, zaključujemo kako Hrvatska ima puno potencijala za razvitak luksuznog turizma, ali i mnogo nedostataka. Studija slučaja pokazuje kako je razina ponude luksuznog putovanja kvalitetna kod turoperatora specijalista i nedovoljno kvalitetna kod generalista. Uz dobro definirane ciljeve (želi li Hrvatska masovni ili elitni turizam), investicije i jasne strategije, elitni turizam u Hrvatskoj može se razvijati.
Abstract (english) Purpose of this work is to define luxury tourism, types of luxury tourism and analyse luxury tourism in Croatia. Also, to show how quickly and efficiently tour operators adapt to the demands of the luxury clientele. The aim of the paper is to identify the most successful representatives of Croatian luxury tourism (destinations and accommodation facilities), to carry out a comparative analysis of their advantages, quality factors and potential for growth and development. Tourism demand is a very important element in the luxury travel market. This paper defines the notion of luxury and analyzes the existing and future elite clientele. Luxury travel products have to adapt to new market demands and require tour operators to produce package deals that offer high quality services. Under the influence of globalization and technology development, high-paying customers with classical services such as five star hotels, top gastronomic experiences, luxury car transfers and wellness services seek added value in the form of experiences never experienced, original activities and private exclusive excursions. A case study was produced that shows a comparison of the luxury package packages offered to Dubrovnik. Two examples of sales of foreign tour operators are analyzed (one generalized and one specialized tour operator) and two examples of Croatian tour operators (one generalized and one specialized tour operator). The question that is being explored is whether Croatian tour operators are able to track the new trends in luxury tourism sufficiently well and quickly, or are still lagging behind for foreign tour operators, how well they apply theoretical insights and adjust the demand for luxury buyers. Based on explored literature and case studies, we conclude that Croatia has a lot of potential for the development of luxury tourism, but also many disadvantages. The case study shows that the quality level of luxury travel products is high when created by the specialist tour operator and of insufficient quality when created by the general tour operator. With well-defined goals (whether Croatia wants massive or elite tourism), investments and clear strategies, elite tourism in Croatia can be developed.
Keywords
luksuz
luksuzni turizam
elitni turizam
turistička potražnja
suvremeni trendovi
inicijative
turoperatori
Keywords (english)
luxury
luxury tourism
elite tourism
tourist demand
contemporary trends
initiatives
tour operators
Language croatian URN:NBN urn:nbn:hr:137:908349 Study programme Title: Business Economics; specializations in: Finance, Accounting and Auditing, Marketing Management, Management and Entrepreneurship, Tourism, Business Informatics Type of resource Text File origin Born digital Access conditions Open access Terms of use Created on 2018-09-26 13:41:29
