The nature of a tourism marketing relationship
Relaciona priroda marketinga u turizmu
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.
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.
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