SALES PROMOTION IN ZDRAVILIŠČE LAŠKO

Skozi diplomsko delo smo lahko spoznali, da je wellness gibanje, ki označuje novo paradigmo zdravja. Izhaja iz človekove samoodgovornosti do svojega zdravja preko uravnotežene zdrave prehrane, telesnega gibanja, duševnih aktivnosti in osebne sprostitve ob pozitivnem odnosu do drugih ljudi in zadostni osveščenosti za okolje. Wellness je v Sloveniji trenutno v fazi rasti, kar pomeni, da se povečuje število ponudnikov wellness storitev. Več pa je ponudnikov zdraviliškega turizma. Glavna nit celotne naloge so bile storitve in njihov način pospeševanja prodaje. Ne moremo se jih dotakniti, jih slišati ali videti… Kako jih torej prodajati, razvijati, izpolnjevati in predvsem, kako jih prodajati? V tem je glavna težava storitev. Marsikdo bi najprej rekel, da je rešitev problema storitev v oglaševanju, propagandi. Pogosto pa sama propaganda ne bo dovolj, da privabimo turiste oziroma, da se bodo turisti z gotovostjo odločili za nakup ponujenega proizvoda ali storitve. To velja predvsem za inozemske goste, ki pogosto ne vedo, kakšna bo kvaliteta vseh ostalih storitev, ki so neposredno ali posredno vezani na sam proizvod. Lahko torej rečemo, da je pospeševanje prodaje v turizmu usmerjeno bodisi v domače turiste, bodisi v inozemske turiste. Medtem ko je glavni namen turistične propagande v ustreznem informiranju tako domačih kot inozemskih turistov, pa je glavni namen pospeševanje prodaje v tem, da kar se da ugodno in v splošno zadovoljstvo domačih in tujih turistov poveča prodajo turističnega proizvoda. Podjetja danes ne tekmujejo več toliko s cenami in kakovostjo izdelkov, temveč se skušajo čim bolj prilagoditi potrebam kupcev. Živimo od kupcev in oni od nas. Kupec postaja čedalje bolj zahteven, kadarkoli lahko gre drugam, vse težje ga je zadovoljiti. Zato se morajo prodajalci toliko bolj potruditi, da jih pridobijo in tudi obdržijo. Zadnje raziskave kažejo, da pri tem postajajo vse pomembnejši dejavniki kot so prijaznost, vljudnost, ustrežljivost, osebni odnos, ne pa več sama kakovost izdelka, saj je ta postala že samoumevna. Tudi cena ni več ključni dejavnik. Kupca ne pritegne boljši, cenejši proizvod, ampak boljše argumentiranje zanj. Ker kupec postaja čedalje bolj pomemben, je potrebna podrobna analiza trga, da vidimo, kaj kupci zares želijo, in kakšne so njihove potrebe. V Thermani se zavedajo, da kupec postaja čedalje pomembnejši in da v tržnem komuniciranju na področju turizma dobiva vse večji pomen direktni marketing ali neposredno trženje (komunikacija med ponudnikom in potrošnikom oz. ponudnikom in poslovnežem), zato želijo na (ključnih) primarnih trgih povečati direktno trženje ter partnersko trženje (pospeševanje prodaje, splošni sejmi, druge aktivnosti). Na (ostalih) sekundarnih trgih planirajo povečanje partnerskega trženja. Neposredno trženje vključujejo preko adresarjev, katalogov, mailing liste, TV prodaje in prodaje preko interneta. Thermana bi morala uvesti nekatere spremembe v način ali metode pospeševanja prodaje, da bi bila prodaja čim večja. Glavna nit je internet, kjer mislim, da je še veliko neizkoriščenega. Podjetje bi moralo izboljšati svojo internetno stran, pošiljati svoje novosti in ponudbe preko elektronske pošte, povečati oglaševanja na internetu… Edina povratna informacija o občutkih bivanja v Thermani je knjiga pohval in pritožb ter kratka hotelska anketa, ki pa je za kakšno podrobno analizo neuporabna, saj iz nje izvemo premalo natančnih podatkov, ki bi služili kot osnova za prihodnje odločitve glede komuniciranja s ciljnim občinstvom.Through graduate work, we can understand that the wellness is movement that marks a new paradigm of health. Resulting from human ownership towards their health through a balanced diet, physical movement, mental activity and relaxation with the release of positive attitudes towards other people and sufficient awareness for the environment. Wellness in Slovenia is currently in the phase of growth, which means that there are an increasing number of providers of wellness services. There are more providers of health tourism. The main thread of total task has been their way of service and sales promotions. We cannot touch them, hear or see them. How do you then develop, fulfill and, above all, how do you sell them? This is a major services problem. Many would say that the solution to the problem of services is in advertising and propaganda. However, propaganda alone will not be enough to attract tourists or that they will certainly purchase offered products or services. This applies in particular to foreign guests, who often do not know the quality of services that are directly or indirectly linked to the product they bought. We can therefore say that the sales promotion in tourism is oriented, either in domestic or foreign tourists. The main purpose of tourism promotion is the proper informing both domestic and foreign tourists. Meanwhile the main purpose of sales promotion is to increased sale of tourism products keeping a favourable and overall satisfaction of domestic and foreign tourists. Companies today do not compete much with the prices and quality of products and services, but they try to adapt themselves more to the needs of their customers. The buyer is becoming increasingly complicated, he may leave whenever he wantsit is more difficult to satisfy him. Therefore, the sellers have to put so much more effort to acquire and retain customers. Latest research shows that the factors that are becoming more important are friendliness, courtesy, complaisance, personal attitudes, but no longer the quality of the product itself, as this has already become self-evident. Even the price is no longer a key factor. Buyer will not be attracted to better, cheaper product, but better reasoning for it. Since the buyer is becoming increasingly important, it requires detailed analysis of the market to see what customers really want, and what their needs are. Because Thermana is aware that the buyer is becoming an increasingly important and that the marketing communication in the tourism sector gets the growing importance of direct marketing (communication between providers and consumers or providers and entrepreneurs), they want to increase direct marketing and partner marketing on the (key) primary markets (sales promotion, general fairs, other activities). On the (other) secondary markets they plan to increase partnership marketing. Direct marketing is done through, directory, catalogues, mailing lists, TV sales and sales via the Internet. Thermana should introduce some changes in the way or method of sales promotion in order to maximize sales. The main thread is the Internet, where I think there is still much to exploit. Company should improve its Internet site, send their news and offers by e-mail, to increase advertising on the Internet... The only feedback in Thermana is presented in the book of complaints and praises, and the short hotel questionnaire, which is not useful for a detailed analysis because a lack of detailed information which could serve as a basis for future decisions regarding communication with the target audience