Relaciona priroda marketinga u turizmu
Relationship nature of a tourism marketing
Apstrakt
Turistički proizvod predstavlja složen sistem usluga i roba. Integralni turistički proizvod se formira uspostavljanjem odnosa saradnje i partnerstava među svim učesnicima (stejkholderima) na turističkoj destinaciji. Turistička partnerstva uključuju stvaraoce parcijalnih proizvoda iz poslovnog sektora, vlade, lokalne zajednice, nevladine organizacije, naučne i obrazovne ustanove i dr. Na međunarodnom nivou, značajnu ulogu imaju multilateralne agencije, sistem UN-a, regionalne agencije, finansijske institucije i razvojne agencije pojedinih zemalja. Marketing odnosa daje značajan doprinos razvoju turizma, jer se bliski, dugoročni odnosi ključnih aktera nalaze u osnovi samog fenomena turizma. On nije samo multidimenzionalna struktura direktnog marketinga. To je razgranat pristup interakciji sa korisnicima, ponuđačima i drugim stejkholderima. Pri tome, turisti učestvuju ne samo kao potrošači, već i u formiranju ili „sklapanju“ proizvoda na destinaciji.
Abstract
A tourist product presents complex system of services and goods. Integral tourist product is formed by establishing relationships and partnerships among all partners (stake-holders) on the tourist destination. Tourist partnerships involve creators of partial products from the business sector, governments, local communities, NGOs, science and educational institutions etc. On the international level, multilateral agencies, UN system, regional agencies, finalncial institutions and development agencies of particular countries, have important role. Relationship marketing offers important contribution to the tourism development, because familiar, lasting relationships of key actors are on the basis of a tourism phenomenon. It is not just a multidimensional structure of a direct marketing. It is a multiple interaction approach with customers, suppliers and other stakeholders. By that, tourists participate not only as consumers, but also in forming or „montage“ the product on the destination.
Reference
- Anderson, J.C. at all., (1994), „Dyadic Business Relationships within a Business Network Context“, Journal of Marketing, Prema: Kotler, Ph., Keller, K. L.(2006), Marketing menadžment, Data status, Beograd, p. 18.
- Berry, L., (1983), „Relationship Marketing”, in: Berry, L. et al., Emerging Perspectives in Service Marketing, American Marketing Association, Chicago, IL.
- Brito, C., (2008), Relationship Marketing: From Its Origins to the Current Streams of Research, Faculty of the Economics, University of Porto
- Drucker, P., (1989), Managing The Non-Profit Organization, www.torrentreactor.net/…/Managing-The-Non-Profit-Organization-Peter-Drucker-1989
- Epler Wood, M., (2002), Ecotourism: Principles, Practices & Policies for Sustainability, UNEP, TIES
- Grönroos, C., (1996), „Relationship marketing logic“, Asia-Australia Marketing Journal, Vol. 1, pp.7-18.
- Gummesson, E., (2002), Total Relationship Marketing: From 4Ps to 30 Rs, second edition, Butteworth-Heinemann, Oxford
- Gummesson, E., (2007), „Exit Services Marketing –Enter Service Marketing”, The Journal of Customer Behaviour, Vol. 6, No. 2, Stockholm University School of Business, pp. 113-141.
- Ivanković, J., (2008), „Marketing odnosa i isporuka vrednosti kupcima“, Ekonomski pregled, Vol. 59 No.9-10, str. 523-548.
- Kotler, Ph., (1986), „Megamarketing”, Harvard Business Review, March–April 1986, pp. 117–24.
- Kotler, Ph., Keller, K.L., (2006), Marketing menadžment, 12. izdanje, Data status, Beograd
- Levitt, T., (1983), The Marketing Imagination, The Free Press, New York, NY
- Pavlić I., (2004), „Suvremene tendencije u razvoju svjetskog turizma i globalizacijski procesi“, Naše more, Vol.51 No (5-6)/2004, str. 214-226.
- Rhodri, T.(2007), Fostering SME and Entrepreneurship Development in the Tourism Sector in Bulgaria – An active review, OECD LEED, Trento Centre
- Smartkolektiv,(2007), Studija o mogućnostima za međusektorska partnerstva u Srbiji, Beograd
- Smith, A.(1776), An Inquiry into the Nature and Causes of the Wealth of Nations (Priroda i uzroci blagostanja nacija) http://www.dadalos.org/nachhaltigkeit_hr/grundkurs_5/globalisierung.htm
- Stanford, D.(2006), Responsible Tourism, Responsible Tourists: What makes a responsible tourist in New Zealand?, Victoria University, Wellington
- Weaver, D.(2006), Sustainable Tourism: Theory and Practice, Butterworth – Heinemann, London
