Marketing in golf tourism

Primjena marketinga u turizmu može pomoći transformaciji destinacija, stavljajući svoj fokus na ciljna tržišta, koristeći se marketinškim miksom. Riječ je o određenim programima i taktikama pomoću kojih poduzeće postiže zacrtane ciljeve, a važno je da kod programa marketinški miks uključuje taktike i programe koji podržavaju svaku marketinšku strategiju, što se u ovom radu nastoji prikazati na primjeru golf turizma. Počeci golfa datiraju još iz sredine 15. stoljeća, a ubrzani razvoj bilježi se u 19. stoljeću. Golf je sport povijesti i tradicije, koji je iznimno dobro uklopljen u potrebe današnjice, a danas golf gledaju i igraju milijuni ljudi diljem svijeta čime je on postao zabavna igra na svjetskoj razini. Turistička potražnja u golf turizmu rezultat je nastojanja zadovoljenja potrebe turista, te sukladno tome, riječ je o rezultatu ljudske potrebe za putovanjem, omogućeno zahvaljujući kupovnoj moći pojedinca. Ono što je karakteristično u golf turizmu, jest činjenica kako golf turist ima prosječno veću kupovnu moć od drugih turista, te temeljno toga, golf resorti ostvaruju velike prihode od usluga smještaja, hrane i pića, najma opreme te naknada za igranje na golf terenima. Iako je svugdje u svijetu danas golf turizam jedan od najkonkurentnijih, ako ne čak i najprofitabilnijih oblika turizma, kod nas tako nije slučaj, unatoč činjenici kako smo u blizini emitivnih tržišta i mogućnošću cjelogodišnjeg igranja na Jadranu zbog ugodne klime.The application of marketing in tourism can help transform destinations, placing its focus on target markets, using the marketing mix-specific programs and tactics used to achieves the set goals, and it is important that the program in marketing mix includes tactics and programs that support each marketing strategy, which is trying to illustrate on the example of golf tourism. The beginnings of golf date back to the mid-15th century, with rapid development being recorded in the 19th century. Golf is a sport of history and tradition, which is extremely well-suited to the needs of today, and today is watched and played by millions of people around the world, making it a fun world-class game. The tourist demand in golf tourism is the result of an effort to satisfy the needs of tourists, and accordingly, it is the result of the human need for travel, made possible by the purchasing power of the individual. What is characteristic for golf tourism is the fact that a golf tourist has an average purchasing power more than any other tourists, and fundamentally, golf resorts generate large revenues from accommodation, food and drink services, equipment rental and golf course fees. Although golf tourism in the world today is one of the most competitive, if not the most profitable, forms of tourism, this is not the case here in Croatia, despite the fact that we are close to the broadcast markets and have the opportunity to play in the Adriatic all year long due to the pleasant climate