MARKETING U TURIZMU

Čovjek je od samih svojih početaka bio biće koje se kreće i istražuje nove krajeve, a time se nije prestao baviti do današnjih dana. Ono što se svakako promijenilo od tada do danas jest – motiv. Ljudi danas putuju zbog odmora i/ili zabave, želje za učenjem, upoznavanjem različitih kultura, tradicija, liječenja itd. U 21. stoljeću turizam je dodatno napredovao zbog sve specifičnijih zahtjeva koji je uzrokovali nove prilike na tržištu turističkih proizvoda i usluga, a time i stvorile potrebu za dodatnim marketinškim naporima ne bi li tvrtke uspješno identificirale svoje tržišne niše i maksimalno zadovoljili potrebe svojih potencijalnih i trenutnih potrošača. Cilj rada je s toga objasniti ulogu marketinga u suvremenom turizmu, posebno kada se govori o marketinškom okruženju, segmentaciji i destinacijskom turizmu.Since the earliest history, people have been moving and exploring creatures, and they have not stopped to this day. What has certainly changed since then is the motive. People travel today for vacations and / or fun, desire to study, to get to know different cultures, to learn about traditions, healing, etc. In the 21st century, tourism improved due to the increasingly specific requirements that have created new opportunities in the market for tourism products and services, and thus created the need for additional marketing efforts in order for companies to successfully identify their niche markets and maximally meet the needs of their potential and current consumers. The aim of this paper is to explain the role of marketing in contemporary tourism, especially when it comes to marketing environment, segmentation and destination tourism