Upravljanje elementima marketinškog miksa na primjeru turističke destinacije Daruvar-Papuk

master's thesis

• Author: Željka Anđal
• Mentor: Josip Mikulić (mentor)
• Committee member: Darko Prebežac (predsjednik povjerenstva)
• Committee member: Mato Bartoluci (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; Zagreb
• Defense date and country: 2015-09-28, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics

Abstract

Daruvar je poznati lječilišni grad s tradicijom liječenja duljom od dva tisućljeća, krasi ga spoj gradskog zelenila, novih i povijesnih građevina te bogata ponuda rekreativnih sadržaja. Danas se ovo područje nalazi u fazi razvoja turizma u kojoj je nužan sustavan, koordiniran i planski usmjeravan razvoj. Uspješan razvoj turističke destinacije nije moguće ostvariti bez implementacije marketinškog koncepta koji bi se trebao sastojati od sljedećih elemenata: analize trenutne situacije, određenja ciljeva, odabira marketinških strategija i provođenja marketinških aktivnosti. Rad je usmjeren na analizu komparativnih prednosti i definiranje osnovnih pretpostavki za razvoj turizma na području Daruvara i okolice te ukazivanje na potrebu uspostavljanja destinacijskog menadžmenta – destinacijske menadžment organizacije. DMO predstavlja najnoviji koncept organiziranog upravljanja destinacijom i uključuju dionike iz javnog i privatnog sektora koji djeluju po modelu partnerstva. Time DMO postaje strateški lider u marketingu i razvoju destinacije u cilju ostvarivanja zajedničke vizije destinacije. Glavni je cilj ovog rada ukazati kako su elementi proširenog marketinškog miksa (7P): ljudi, fizičko okruženje i proces pružanja usluge, upravo oni na kojima treba bazirati marketing koncepciju u turizmu, ukoliko se želi postići zadovoljstvo turista i kvaliteta turističkog proizvoda.

Abstract (english)

Daruvar is a famous spa town with the tradition of health tourism for over two thousand years, the town boasts with an enriched combination of greenery, new and historic buildings and a rich selection of recreational facilities. Today, this area is in the stage of tourism development in which systematic, coordinated and planned development has become a necessity. The successful destination development cannot be achieved without the implementation of the marketing concept that should contain following elements: analysis of current situation, determination of aims, selection of marketing strategies and implementation of marketing activities. The purpose of this paper is to analyse comparative advantages, define the basic conditions for the development of tourism in the town of Daruvar and its surrounding areas and point out the need for establishing destination management – destination management organization. DMO represents the latest concept of organized management at the destination level and involves public and private stakeholders who act according to the partnership model. In this way DMO becomes the strategic leader in the tourist destination marketing and development in order to achieve the common vision of the destination. The main goal of this work is to emphasize that tourism destination marketing concept should be based especially on three elements of extended marketing mix (7P): people, physical evidence and process, to achieve the satisfaction of tourists and the quality of the tourism product.

• Keywords: marketinški koncept; komparativne prednosti; destinacijska menadţment organizacija (DMO); „7P koncept“; kvaliteta
• Keywords (english): marketing concept; comparative advantages; destination management organization (DMO); „7P concept“; quality
• Language: croatian
• URN:NBN: urn:nbn:hr:148:021715
• 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: 2016-10-27 08:55:23