Marketinški menadžment receptivnih turističkih zemalja na primjeru Španjolske

master's thesis

• Title (english): Marketing management of receptive tourism countries: the case of Spain
• Author: Lorena Džolan
• Mentor: Josip Mikulić (mentor)
• Committee member: Darko Prebežac (predsjednik povjerenstva)
• Committee member: Zvjezdana Hendija (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Tourism); Zagreb
• Defense date and country: 2019-09-25, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Trade and Tourism

Abstract

Receptivno turističko tržište je dio turističkog tržišta na kojem je koncentrirana turistička ponuda. Ako se promatra s prostornog aspekta, govori se o receptivnom turizmu koji se odvija u turističkoj destinaciji. Kako bi se turističke destinacije suočile s brojnim izazovima na specifičnom turističkom tržištu, nužno je usvojiti marketinške koncepte u upravljanju turističkom destinacijom. Marketinški menadžment je nositelj procesa marketinškog upravljanja turističkom destinacijom. Na temelju analize marketinškog okruženja te utvrđivanjem prednosti i nedostataka turističke destinacije, marketinški menadžment nastoji razviti dugoročnu, kvalitetnu strategiju turističke destinacije s ciljem dugoročnog opstanka na turističkom tržištu. Španjolska je tradicionalna receptivna turistička zemlja koja vrlo rano uočila ključnu ulogu turizma u gospodarskom razvitku zemlje. Zahvaljujući prirodnim i kulturnim atrakcijama te pažljivom kreiranju turističke politike kao prioritetne sastavnice nacionalne ekonomske politike, Španjolska je jedna od najposjećenijih receptivnih turističkih zemalja svijeta. Unatoč brojnim pozitivnim učincima turizma, dugogodišnji masovni turizam u Španjolskoj je proizveo i negativne učinke. Kako bi se utvrdilo trenutno stanje španjolskog turizma, izrađena je SWOT i PESTLE analiza. Uz to, provedena je analiza strategija razvoja španjolskog turizma te uspješnosti njihove implementacije.

Abstract (english)

A receptive tourism market is part of the tourism market where tourist offer is concentrated. If viewed from a spatial point of view, we are talking about receptive tourism that takes place in at a tourist destination. In order to face numerous challenges in the specific tourism market, it is necessary to adopt marketing concepts in managment of a tourism destination. Marketing management is the bearer of the tourism destination marketing management process. Based on the analysis of the marketing environment and by identifying advantages and disadvantages of the tourism destination, the marketing management seeks to develop a long-term, quality strategy of the tourism destination with the aim of long-term survival in the tourism market. Spain is a traditional receptive tourism country that has recognized very early a key role of tourism in the economic development of the country. Owing to its natural and cultural attractions and careful creation of tourism policy as a priority component of the national economic policy, Spain is one of the most visited receptive tourism countries in the world. Despite the many positive effects of tourism, many years of mass tourism in Spain have also produced negative effects. To determine the current state of Spanish tourism, a SWOT and PESTLE analysis were made. In addition, an analysis of Spanish tourism development strategies and the success of their implementation has been carried out.

• Keywords: turizam; receptivno turističko tržište; turistička destinacija; Španjolska; marketinške strategije; marketinški menadžment turističke destinacije
• Keywords (english): tourism; receptive tourism market; tourism destination; Spain; tourism marketing strategies; tourism destination marketing management
• Language: croatian
• URN:NBN: urn:nbn:hr:148:599891
• Study programme: Title: Business Economics; Study programme type: university; Study level: graduate; Academic / professional title: magistar/magistra ekonomije (magistar/magistra ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to students and staff of home institution
• Created on: 2019-09-30 12:10:40