Peculiarities of Marketing Appliaction in Health Tourism

Ovaj rad je napisan u svrhu detaljnijeg opisivanja pojma turizma i marketinga te same primjene marketinga u turizmu. Zdravstveni turizam je u današnje vrijeme sve popularniji jer ljudi teže miru, odmoru i posvećenosti sebi za razliku od prošlosti kada je glavni motiv putovanja bilo sunce i more ili aktivni odmor. Stresan i užurbani život proširio je ciljne skupine zdravstvenog turizma, sada to nisu više samo stari i bolesni nego i mladi ljudi željni boljeg psihičkog zdravlja. Marketing utječe na razvoj turizma. Pet čimbenika suštine marketinga su tržište; potrebe, želje i potražnja; proizvodi, usluge i doživljaji; vrijednost i zadovoljstvo; i razmjena, transakcije i odnosi. Već po tome se vidi da marketing nosi važnu ulogu u zdravstvenom turizmu. Ljudi imaju svoje potrebe i želje koje ih i dovedu do neke destinacije u kojoj određeni ugostiteljski objekti i zdravstvene ustanove nude svoje proizvode i pružaju usluge, a sve to na kraju dovodi do zadovoljenja istih potreba i želja potrošača koji se vraćaju kući sa novim vrijednostima i doživljajima. Kako bi došlo do toga, prije svega tvrtka, objekt ili ustanova mora se plasirati i probiti na turističko tržište, a da bi tu došla i na kraju krajeva ostala, potrebni su dobri odnosi i komunikacija između svih uključenih subjekata odnosno nositelja marketinga. Marketing u turizmu objašnjen je kroz marketing miks na primjeru Terma Sveti Martin.This paper was written for the purpose of describing in more detail the concept of tourism and marketing and the application of marketing in tourism. Health tourism is becoming increasingly popular nowadays as people strive for peace, rest and dedication to themselves as opposed to the past when the main motive for travel is either sun and sea or active holidays. Stressful and hectic life has expanded the target groups of health tourism, now they are no longer just old and sick, but also young people looking for better mental health. Marketing affects the development of tourism. The five factors of the essence of marketing are the market; needs, desires and demand; products, services and experiences; value and satisfaction; exchanges, transactions and relationships. It is already seen that marketing plays an important role in health tourism. People have their own needs and desires that lead them to a destination where certain tourism facilities and health institutions offer their products and provide services, all of which eventually lead to meeting the same needs and wishes of consumers who return home with new values and experiences. In order to do so, first of all, the company, facility or institution must place and penetrate the tourist market, and in order to get there and ultimately stay there, good relations and communication between all involved entities or marketing holders are needed. Marketing in tourism is explained through the marketing mix on the example of Terme Sveti Martin