Utjecaj digitalnog marketinga na poslovanje turističkih agencija

undergraduate thesis

• Author: Barbara Perković
• Mentor: Nevenka Čavlek (mentor)
• Granter: University of Zagreb; Faculty of Economics and Business; Zagreb
• Defense date and country: 2020-09-28, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Trade and Tourism

Abstract

U posljednjih nekoliko desetljeća informacijske komunikacijske tehnologije transformiraju mnogobrojne djelatnosti na globalnoj razini. Jedan od glavnih produkata razvoja informacijske tehnologije, odnosno same globalizacije jest digitalizacija koja je danas sveprisutna i neizbježna. Razvoj informatičke pismenosti omogućio je nevjerojatnu lakoću pristupa mnogobrojnim informacijama te tako doveo do sve veće opće informiranosti potencijalnih klijenata. Tradicionalni marketing jednostavno ne može u dovoljnoj mjeri pratiti dinamičnost promjena i uvjeta tržišta te na taj način odgovoriti na potrebe kupaca. U tom smislu digitalni marketing nameće se kao tzv. nova marketinška realnost. Svrha ovog rada bila je identificirati trendove u poslovanju turističkih agencija, prikazati teorijske postavke digitalnog marketinga, odnosno definirati i objasniti sam pojam, zatim usporediti ga s temeljnim postavkama tradicionalnog marketinga te na taj način istaknuti kako prednosti, tako i nedostatke digitalnog marketinga. Ovim radom htjelo se utvrditi u kojoj mjeri i na koji načine digitalni marketing utječe na poslovanje turističkih agencija, odnosno koliko je zapravo značajno korištenje suvremenih komunikacijskih tehnologija u odnosu s klijentima. Također, teorijske spoznaje o digitalnom marketingu primijenjene su na poslovanje turističke agencije Atlas te je dan kritički osvrt.

Abstract (english)

In the last few decades, information communication technologies have transformed many activities globally. One of the main products of the development of information technologies, ie globalization itself, is digitalization, which is ubiquitous and inevitable today. The development of information literacy has made it incredibly easy to access a wealth of information, thus leading to a growing general awareness of potential clients. Traditional marketing simply cannot sufficiently monitor the dynamics of change and market conditions in order to respond to customer needs. In this sense, the digital marketing is emerging as a new marketing reality. The purpose of this paper was to identify trends in the business of travel agencies, to present the theoretical settings of digital marketing, or to define and explain the term, then compare it with the basic settings of traditional marketing to highlight both advantages and disadvantages of digital marketing. The aim of this paper was to determine to what extent and in what way digital marketing affects the business of travel agencies, ie how important the use of modern communication technologies is in relation to clients. Also, theoretical knowledge about digital marketing was applied in the business of travel agencies Atlas and a critical review was given.

• Keywords: turistička agencija; promocija; digitalni marketing; internet; društvene mreže
• Keywords (english): travel agency; promotion; digital marketing; internet; social networks
• Language: croatian
• URN:NBN: urn:nbn:hr:148:123861
• Study programme: Title: Business economy; specializations in: Trade business, Tourism business, Accounting and financial business; Course: Trade business; Study programme type: professional; Study level: undergraduate; Academic / professional title: Stručni prvostupnik (Stručni prvostupnik)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to authenticated users
• Created on: 2020-09-28 15:10:49