ORGANIZATION AND IMPLEMENTATION OF MARKETING IN TOURIST DESTINATION

U ovom radu je prikazana važnost organizacije a samim time i provedbe marketinških aktivnosti u turističkim destinacijama. Polazna osnova marketinga su potrošači te njihove potrebe i želje. Kako bi se što kvalitetnije odgovorilo za potrošačeve zahtjeve, potrebno je stalno praćenje i osluškivanje potrošača, konkurencije, trendova te turbulentnih promjena u okruženju. Potrebno je da se turističke destinacije prezentiraju na tržištu uz pomoć potrebnih marketinških aktivnosti i alata kako bi se potencijali turisti upoznali s ponudom određene destinacije. Poznato je da turizam pripada jednoj od najbrže rastućih industrija u svijetu, te zbog toga donosi velike doprinose nacionalnim ekonomijama. Jedino se balansiranjem djelovanja vezanih uz kvalitetu doživljaja i iskustava turista te unapređenje kvalitete prirodnog i socio-kulturnog okruženja, mogu ostvariti ciljevi koji će turizam neprestano činiti korisnom industrijom. Kako bi se najuspješnije iskoristile mogućnosti i pogodnosti koje pruža turizam, vrlo je važno stalno ulagati i razvijati ključne elemente marketinškog spleta (proizvod, cijena, promocija i distribucija – 4P). Kada je riječ o marketingu u turizmu, osim četiri ključna navedena elementa, često se dodaju još tri: ljudi, procesi i fizičko okruženje, te se tada govori o konceptu 7P. Mnogi autori smatraju da turističke destinacije mogu usvajanjem određenog marketinškog pristupa u upravljanju prevladati strategijske jazove prisutne u tradicionalnom načinu upravljanja. U sklopu ovog diplomskog rada provedeno je i primarno istraživanje putem online upitnika na uzorku od 30 ispitanika. Navedenom anketom su se nastojali ispitati stavovi, mišljenja te zadovoljstvo ispitanika turističkim destinacijama. Na temelju dobivenih rezultata definirati će se potrebni daljnji koraci kako bi se marketinške aktivnosti i cjelokupna ponuda što bolje balansirala prema potrebama turista i potrebama određenog turističkog odredišta.This paper presents the importance of organization and hence the implementation of marketing activities in tourist destinations. The basics of marketing are consumers and their needs and desires. In order to respond better to consumer demands, constant monitoring and listening to consumers, competition, trends and turbulent changes in the environment is required. It is necessary to present the tourist destinations on the market with the help of the necessary marketing activities and tools to help tourists find the potential of a particular destination. It is well known that tourism belongs to one of the fastest growing industries in the world, and therefore brings great contributions to national economies. Only by balancing the activities related to the quality of tourism experiences and experiences and enhancing the quality of the natural and socio-cultural environment can the goals that tourism will continue to make for a useful industry can be achieved. In order to make the most of the opportunities and benefits offered by tourism, it is very important to constantly invest and develop key marketing elements (product, price, promotion and distribution - 4P). When it comes to marketing in tourism, apart from the four key elements mentioned above, three more are added: people, processes and the physical environment, and then the concept of 7P is discussed. Many authors believe that tourist destinations can overcome the strategic gaps present in traditional management by adopting a certain marketing approach to management. As a part of this master's thesis, a primary survey was conducted through online questionnaires on a sample of 30 respondents. The survey attempted to examine attitudes, opinions and satisfaction of respondents in tourist destinations. Based on the results obtained, further steps will be defined in order to better balance the marketing activities and overall offerings to the needs of the tourist and the needs of a particular tourist destination