SEGMENTACIJA TRŽIŠTA ZDRAVSTVENOG TURIZMA NA PRIMJERU DARUVARSKIH TOPLICA

master's thesis

• Title (english): SEGMENTATION OF THE HEALTH TOURISM MARKET ON THE EXAMPLE OF DARUVARSKE TOPLICE
• Author: Nicol Polenus
• Mentor: Josip Mikulić (mentor)
• Committee member: Oliver Kesar (predsjednik povjerenstva)
• Committee member: Zvjezdana Hendija (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; Zagreb
• Defense date and country: 2019-09-25, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Trade and Tourism

Abstract

U ovom diplomskom radu željelo se analizirati kako jedna od temeljnih koncepcija marketinga, segmentacija tržišta, djeluje u sferi zdravstvenog turizma.
Zdravstveni turizam kao specifični oblik turizma u kojem se koriste stručno i kontrolirano prirodni ljekoviti činitelji te postupci fizikalne medicine ima sve značajniju ulogu u Hrvatskoj.
Obrađuje se primjer Daruvarskih toplica specijalne bolnice za medicinsku rehabilitaciju. Na području grada Daruvara, zahvaljujući prirodnim blagodatima, Daruvarske toplice brinu se o zdravlju već dva milenija.
Osnovna zadaća segmentacije tržišta je otkriti skupine potrošača odnosno tržišne segmente koji su slični po reakcijama prema akcijama poduzeća na području marketinga.
Svrha rada je segmentirati tržište zdravstvenog turizma na primjeru Daruvarskih toplica. Odrediti tržišni segment, ciljne skupine te pozicioniranje te uvidjeti koliko trenutačna kvaliteta turističke ponude odgovara turističkoj potražnji te doći do zaključka kako unaprijediti kvalitetu turističke ponude zdravstvenog turizma.

Abstract (english)

In this master thesis I wanted to analyze how one of the basic concepts of marketing, market segmentation, operates in the sphere of health tourism.
Health tourism, as a specific form of tourism in which are used the expert and controlled natural healing factors and physical medicine procedures, is playing an increasingly important role in Croatia.
Daruvarske toplice - Special Hospital for Medical Rehabilitation is used as an example. In the area of Daruvar, thanks to the benefits of natural treasures, , Daruvar Spa has been taking care of human health for two millennia.
The main task of market segmentation is to identify consumer groups and market segments that are similar in reaction to the actions of companies in the marketing area.
The purpose of this master thesis is to segment the health tourism market by the example of Daruvarske toplice. Determine the market segment, target groups and positioning and see how much the current quality of the tourist offer corresponds to the tourist demand and to come to the conclusion how to improve the quality of the tourist offer of health tourism.

• Keywords: zdravstveni turizam; segmentacija tržišta; kvaliteta usluga
• Keywords (english): health tourism; market segmentation; service quality
• Language: croatian
• URN:NBN: urn:nbn:hr:148:174522
• 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: Closed access
• Created on: 2019-09-26 08:05:19