Research of Consumer Motives and Attitudes About Tourist Destinations
Istraživanje motiva i stavova potrošača o turističkim destinacijama
Abstract
The research on consumer behavior and the consumption system is one of the crucial tasks for destination marketing. The information on consumers’ needs, priorities in satisfying them,motives, their solvency and the degree of realized satisfaction represent the basis for the development of marketing strategies and value creation. It is of special importance to identify and clarify the factors that determine consumers’ preferences in the process of different options evaluation and the choice of a tourist destination. Consumer behavior and the consumption system are determined by the influence of a large number of factors: geographical, economic, demographic, social, psychological, etc. Only through simultaneous interaction of these factors, the complex processes of translating stimuli in the minds of consumers into their certain reactions in the process of purchasing and using the products could be understood.
Apstrakt
Istraživanje ponašanja potrošača jedan je od krucijalnih zadataka marketing menadžmenta turističkih destinacija. Informacije o potrebama i motivima potrošača, prioritetima u njihovom zadovoljavanju, platežnoj sposobnosti, stepenu ostvarenog zadovoljstva, predstavljaju osnov u razvijanju marketing strategija i stvaranju vrednosti. Posebno je važno identifikovanje i rasvetljavanje faktora koji determinišu preferencije potrošača u procesu evaluacije opcija i izbora konkretne destinacije. Ponašanje potrošača i sistem potrošnje determinisani su delovanjem velikog broja faktora: geografskih, ekonomskih, demografskih, društvenih, psiholoških, itd. Samo u simultanom delovanju ovih faktora mogu se razumeti složeni procesi prevođenja stimulansa u mislima potrošača u određene njihove reakcije u procesu kupovine i korišćenja integralnog turističkog proizvoda.
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