Uloga digitalnog marketinga u poslovanju turoperatora

undergraduate thesis

• Title (english): The role of digital marketing in tour operators' business
• Author: Maja Gojković
• Mentor: Ingeborg Matečić (mentor)
• Committee member: Ingeborg Matečić (predsjednik povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Tourism); Zagreb
• Defense date and country: 2022-09-29, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Trade and Tourism

Abstract

Veliku ulogu u razvoju turizma imaju turoperatori jer imaju moć kreiranja potražnje za određenom turističkom ponudom. Također imaju dobro organizirane distribucijske kanale te ulažu ogromne napore i sredstva u promociju turističke destinacije. Turoperatori štede novac i vrijeme turistima i preuzimaju obvezu ispuniti sva očekivanja turista. Glavni izvor prihoda im je prodaja vlastitih proizvoda ili aranžmani na tržištu. Predmet rada je uloga digitalnog marketinga u turoperatorskom poslovanju u funkciji promocije paket-aranžmana. Glavni cilj ovog rada je objasniti pojam turoperatora, koje vrste turoperatora postoje na turističkom tržištu te prezentaciju njihovog poslovanja na tržištu. Cilj je također objasniti koje vrste digitalnog marketinga turoperator koristi u svakodnevnoj promociji aranžmana te kakvu ulogu ima digitalni marketing u promociji turoperatora na tržištu. U studiji slučaja “TUI“ su navedene njegove glavne karakteristike na tržištu i usluge koje nudi, kao i promet od digitalnih servisa te primjeri promocije putem mobilnih aplikacija.

Abstract (english)

Tour operators' play a major role in the development of tourism because they have the power to create demand for a specific tourist offer. They also have well-organized distribution channels and invest enormous efforts and funds to promote the tourist destination. Tour operators' save tourists money and time and undertake the obligation to fulfill all the expectations of tourists. Their main source of income is the sale of their own products or package holidays on the market. The subject of the paper is the role of digital marketing in the tour operators' business based on promoting package-holidays. The main goal of this work is to explain the concept of tour operator, what types of tour operators exist on the tourist market and the presentation of their business on the market. The goal is also to explain what types of digital marketing the tour operators' uses in the daily promotion of the package holidays and what role digital marketing plays in promoting the tour operator package holidays on the market. In the "TUI" case study, the topic is about main characteristics on the market and the services it offers, as well as traffic from digital services and examples of promotion through mobile applications, are listed.

• Keywords: poslovanje turoperatora; funkcija promocije; digitalni marketing; paket-aranžman
• Keywords (english): tour operators' business; promotion; digital marketing; package holidays
• Language: croatian
• URN:NBN: urn:nbn:hr:148:742341
• Study programme: Title: Business Economics; specializations in: Trade Business Operations, Tourism Business Operations, Accounting and Finances, Business Secretary; Course: Tourism Business Operations; Study programme type: professional; Study level: undergraduate; Academic / professional title: stručni/a pristupnik/pristupnica ekonomije (stručni/a pristupnik/pristupnica ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to students and staff of home institution
• Created on: 2022-09-29 10:00:59