Marketinški pristup specifičnim oblicima turizma u kontekstu revitalizacije nerazvijenih oblasti istočne Srbije
Marketing approach to specific forms of tourism in the context of revitalization of undeveloped areas in eastern Serbia
Apstrakt
Cilj rada je da istraži, analizira i realno ocene mogućnosti i prilike marketinških i sličnih alata i resursa, kako bi se evidentirale određene promene u turističkoj tražnji, sa akcentom na nerazvijena područja istočne Srbije. Marketingu je data krucijalna, strateška uloga, posebno u delu isticanja aktuelnih trendova na turističkom tržištu, kreiranja održivog i dostojnog koncepta marketing miksa, iznalaženja delotvorne marketing komunikacije, brendiranja destinacije i dr. Masovni turizam više nije u trendu. Ljudi sve intenzivnije žele da borave u ekološki čistoj prirodi, atraktivnim, uzbudljivim prostorima, da dožive autentične emocije novih sfera turizma, spremni su na veće troškove, traže elemente avanture, uzbuđenja, da dožive etno turizam na selu, da krenu putevima vina, da aktivno učestvuju na nesvakidašnjoj lokalnoj manifestaciji i sl. Novi trendovi analiziraju sfere kao što su aktivan odmor, alternativni, avanturistički turizam, boravak u prirodi, novi izazovi. Staviće se akcenat na nerazvijene oblasti u Braničevskom, Borskom, Zaječarskom i Pirotskom okrugu.
Abstract
The aim of this work is to research, analyze and realistically assess the possibilities and opportunities of marketing and similar tools and resources in order to record certain changes in tourist demand, with an emphasis on undeveloped areas of eastern Serbia. Marketing is given a crucial, strategic role, especially in the part of highlighting current trends in the tourism market, creating a sustainable and decent concept of marketing mix, finding effective marketing communications, branding destinations, etc. Mass tourism is no longer in the trend. People intensively want to stay in ecologically pure nature, attractive, exciting spaces, to experience the authentic emotions of new spheres of tourism, are ready for higher costs, looking for elements of adventure, excitement, to experience ethno tourism in the countryside, go to the wine roads, actively participate in an unusual local event, etc. New trends analyze spheres such as active holidays, alternative, adventurous tourism, staying in nature, new challenges. There will be an accent on underdeveloped areas in Branicevo, Borski, Zajecar and Pirot.
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