Zadovoljstvo turista kao pokretač unaprjeđenja marketinških aktivnosti destinacije: primjer opatijske rivijere

Purpose – This paper aims to identify critical destination attributes and examine their contribution to the overall satisfaction in relation to different age groups. Design/Methodology/Approach – The research was conducted on the Opatija Riviera in Croatia using the survey method. Importance-performance analysis was used to identify priority attributes within the context of destination choice, and the results were compared with the quality provided from the destination management perspective. Pearson’s correlation coefficient was calculated within three age groups to determine the statistical relationship between perceived quality of destination attributes and overall satisfaction with the destination. Findings and implications – The results show negative and significant differences between the importance and the perceived quality of all destination attributes. The largest gap refers to the traffic and facilities in the destination, which represent its main weaknesses and the highest priority. Concerning the relationships between the attributes’ perceived quality and overall satisfaction with the destination, the highest correlation is found with regard to destination management attributes within all analyzed age groups. Differences relating to other attributes are evident among age groups. Furthermore, the analysis did not reveal significant differences between the perceived and the provided quality of destination attributes. Limitations – The research has certain limitations. The first of them is related to the case-based character of this particular study. Thus, the specific findings cannot be generalized to the context of other destinations. In addition, there are drawbacks relating to the sample and the applied importance-performance analysis (IPA). The demographic structure of the respondents is uneven, since most respondents are female and younger in age, with only 9.5% of them aged from 55 to 74. That IPA has critics among researchers is well known. In explaining implications for destination managers based on results from the implemented IPA, the results should be used as drivers for choosing tourist destinations, but not necessarily for creating a tourist experience. Originality – This research study contributes to the scientific literature by providing evidence on the contribution of destination attributes to the overall destination satisfaction and differences attributable to the age of tourists. This approach could greatly help destination managers to develop suitable marketing strategies for target market segments.Svrha – Svrha je rada identificirati ključne atribute turističke destinacije te istražiti njihov doprinos ukupnom zadovoljstvu s obzirom na različite dobne skupine turista. Metodološki pristup – Istraživanje je provedeno anketiranjem na Opatijskoj rivijeri u Republici Hrvatskoj. Da bi se utvrdili prioritetni atributi u okviru izbora turističke destinacije, korištena je analiza važnosti i performansi. Dobiveni rezultati uspoređeni su s rezultatima ocjena pružene kvalitete atributa destinacije od strane menadžmenta turističke destinacije. Kako bi se istražila statistička povezanost između percipirane kvalitete atributa destinacije i ukupnog zadovoljstva s njome, izračunat je Pearsonov koeficijent korelacije za tri dobne skupine. Rezultati i implikacije – Rezultati pokazuju negativne i statistički značajne razlike između važnosti i percipirane kvalitete svih promatranih atributa. Najveći je jaz prisutan kod prometa i sadržaja u destinaciji predstavljajući time njezine glavne slabosti, ali i najveće prioritete. Promatrajući povezanost percipirane kvalitete atributa destinacije i ukupnog zadovoljstva destinacijom, najsnažnija je korelacija prisutna kod atributa vezanih uz destinacijski menadžment, a uočene su i razlike između pojedinih dobnih skupina vezano za ostale atribute. Nadalje, analiza nije pokazala statistički značajnu razliku između percipirane i pružene kvalitete atributa destinacije. Ograničenja – Ovo istraživanje ima određena ograničenja. Prvo se odnosi na usmjerenost istraživanja na jednu destinaciju pa se rezultati ne mogu generalizirati u okviru ostalih destinacija. Ograničenja se odnose i na uzorak i IPA analizu. Prisutna je neujednačenost demografske strukture uzorka jer su ispitanici većinom žene i mlađe osobe, s udjelom od svega 9,5% ispitanika u dobi od 55 do 74 godine. Kritike IPA analize dobro su poznate. Tumačenje implikacija za destinacijske menadžere temeljenih na rezultatima dobivenim primjenom IPA analize, treba promatrat i kao smjernice za izbor destinacije samih turista, ali svakako ne i za kreiranje doživljaja turista u destinaciji. Doprinos – Istraživanje doprinosi i znanstvenoj literaturi pružajući dokaze o povezanosti performansi atributa turističke destinacije i ukupnog zadovoljstva destinacijom te razlike s obzirom na dob turista. Ovakav pristup može značajno pomoći destinacijskim menadžerima u razvoju odgovarajućih marketinških strategija za pojedina ciljna tržišta

Sustainable marketing factors: Impact on tourist satisfaction and perceived cultural tourism effects

Purpose: This paper discusses tourists’ attitudes towards sustainable marketing factors in the context of cultural tourism. It aims to examine the influence of tourists’ attitudes on satisfaction with the overall cultural experience and perceived ecological, social, and economic effects and their impact on satisfaction. Methodology: The survey was conducted in Croatia in 2020 on a sample of 205 domestic tourists. Based on previous research, two sets of marketing items were defined: items closely related to sustainability (CRS) and items not closely related to sustainability (NCRS). Exploratory factor analysis (EFA) was applied to extract factors, followed by Principal Component Analysis (PCA). Multiple linear regression analysis was used to test the factors’ impact on satisfaction and perceived cultural tourism effects. Results: The results of factor analysis generated two CRS factors (Sustainable destination policies, Propensity for sustainable behaviour) and two NCRS factors (Respect for cultural heritage, Servicescape). The two CRS factors and the factor Respect for cultural heritage have a statistically significant influence on overall satisfaction. Moreover, the results imply that Propensity for sustainable behaviour and Respect for cultural heritage positively contribute to overall satisfaction. Among all the observed factors, only Sustainable destination policy does not significantly influence any perceived cultural tourism effects. In contrast, the perceived socio-cultural and economic effects have a positive influence on tourist satisfaction. Conclusion: The research results underpin the influence of sustainable marketing factors on satisfaction with the overall cultural experience and perceived tourism effects and their impact on satisfaction. The findings provide new insights into marketing theory and guidelines for marketing managers regarding sustainability in cultural tourism

Positioning Climate Therapy Stays as a Health Tourism Product: An Evidence-Based Approach

Background: The relationship between Length Of Stay (LOS) and Metres Above Sea Level (MASL) of Climate Therapy Stays (CTSs) and their therapeutic effectiveness and efficiency has been under-researched in the last four decades. As a consequence, the potentials of short-term and low-altitude CTSs remain unknown. Objectives: The purpose of this study is twofold. Firstly, it aims to ascertain whether LOS and MASL are related to the percentage change of Forced Expiratory Volume in 1 second (FEV1) and the percentage change of FEV1 Compound Daily Improvement Rate (FEV1 CDIR % Change). Secondly, it aims to provide an evidence-based positioning of CTSs by considering the same specific variables. Methods/Analysis: The study focuses on young people (age ˂18) who have asthma problems. The Resource-Based Theory, postulating the valuability of natural resources generating above-average benefits, has been adopted as a conceptual lens. Primary studies carried out in eastern and western European countries and separately reviewed have been considered jointly. Spearman’s rank correlation coefficient was used to determine the relationship between LOS and MASL of CTSs with FEV1Change (%) and FEV1Change CDIR (%) as indicators of health improvements. The descriptive statistics were implemented in calculating standardized and aggregated values. Findings: Negative and significant relationships have been highlighted between FEV1 Change (%) and MASL and between FEV1 Change CDIR % and LOS. In other words, subjects can achieve significant health improvements even by experiencing very short climate therapy stays at very low altitude mountain centres. Considering the FEV1Change (%) and the FEV1 Change CDIR (%) of climate stays by duration and elevation, the evidence-based knowledge platform has been established as a possible framework for developing an evidence-based marketing strategy for new health tourism products. Novelty/Improvement:Notwithstanding the need for further research, the metrics facilitating interdisciplinary, human health and economic studies have been devised. Further research on the effects of low altitude climate therapy stays could help define the healing potentials of macro and microclimatic conditions as potentially valuable ‘health devices’ for those suffering from respiratory diseases living in the COVID-19 era. Quantifying these effects through further studies, an evidence-based approach to formulating marketing strategies may be devised, useful both for supporting public health provision and policies, and for facilitating practitioners in health tourism interested in offering nature-based activities for their clients. Doi: 10.28991/ESJ-2022-06-02-04 Full Text: PD

Communication with market segments - travel agencies\u27 perspective

Purpose – The purpose of this paper is to research the travel agencies’ communication with market segments. Communication with market segments takes into account marketing communication means as well as the implementation of different business orientations. Design – Special emphasis is placed on the use of different marketing communication means and their efficiency. Research also explores business orientation adaptation when approaching different market segments. Methodology – In exploring marketing communication means, insights from Van der Merve (2003) were used. A selling orientation-customer orientation (SOCO) scale (Periatt, LeMay and Chakrabarty 2004) was implemented for exploring travel agencies’ business orientation. In exploring travellers’ motivations, insights from Ružic, Turkalj and Racic (2003), and Tomas Summer (2010) were used. Findings – Research results indicate that additional efforts should be made in restructuring travel agencies’ promotional budgets. Marketing communication means are not used according to the efficiency of their allocation. Therefore, the efficiency of marketing communication means used for reaching target markets should be taken into account. Additionally, travel agencies adapt their business orientation according to the importance of market segments. But future development and interaction with market segments should also be taken into account when adapting business orientation. Originality of this research – The originality is evident in the insights it provides about travel agencies’ communication efforts on target markets. It is original because it applies a selling orientation-customer orientation to a travel agency setting, and its research results indicate that business orientation implementation depends on the target market

is the total antioxidant index approach valuable?

The Total Antioxidant Index (TAA-I) can be viewed as a wine added value, for which consumers are willing to pay, and as a determinant in developing successful differentiated marketing strategies. This interdisciplinary study aims to harness potentials existing in an evidence-based wine TAA-I and territorial data on wine production. According to the Resource Based Theory (RBT), only above-average performances identify valuable resources. By applying the theory, data on regional areas planted with vines as well as a seminal study ranking thirteen selected Italian wines based on their TAA-I have been analyzed. Wine growing vocation represents a valuable resource only in six out of twenty Italian regions. Eleven vine areas of origin can be assumed as being important, especially in Northern and Central Italy. The TAA-I positions achieved by selected wines are far from being expressed, and thus promoted, by adopting labels based on production traditions. The 1997 sample database adopted by this study needs to be updated with a more recent one and expanded in further researches. Thus, researches of evidencebased marketing, thus hidden and objective quality attributes of wine, are needed and urgent but still in their infancy. Results obtained by this study allow decision makers to set-up a RBT-rooted benchmark system connecting biomedical studies, economic and marketing studies

Strategija razvoja Grada Opatije

Strategija Grada Opatije je dugoročni razvojni dokument u kojem su problemi i pojave promatrani u njihovoj složenosti, dinamičnosti i povezanosti u sustav ciljeva od lokalne (gradske), regionalne, nacionalne do EU razine. Za takav složeni pristup društvenom sustavu prevladava u knjizi holistički i sustavni pristup uz korištenje znanstvenih metoda analize. Za definiranje analize stanja i izrade matrice razvojnih izazova Grada Opatije korišteni su i prikazani u knjizi rezultati primarnih istraživanja autora (obrađena anketna istraživanja, brojne radionice, SWOT analize, rezultati primarnih istraživanja za razdoblje 2004. − 2012. godina, ocjena turističke ponude Opatije i Kvarnera u okviru znanstvenih istraživanja Fakulteta za menadžment u turizmu i ugostiteljstvu) kao i dostupni sekundarni izvori. Autori su uvažili i konzultirali višu razinu ciljeva, od regionalnih, nacionalnih do europskih, uz pomoć tzv. GOPP metodologije čija se teorijska i praktična vrijednost očituje u sustavnom pristupu procesu identifikacije logičkih veza i odnosa definiranih Strategijom razvoja Grada Opatije. Koncepcija izrade Strategije temeljila se na bottom up pristupu, što je uključilo animiranje najšire zajednice tj. svih zainteresiranih subjekata Grada Opatije na davanju prijedloga, sugestija i kritika, s ciljem da se iste uključi u analizu i usmjeri u pravcu rješavanja strateških ciljeva. Strategija razvoja Grada Opatije bazira se na analizi stanja, utvrđenim razvojnim izazovima (problemima) i viziji, iz čega su izvedeni osnovni strateški ciljevi Grada Opatije: • održivi razvoj, optimalna alokacija resursa i briga za njihovo očuvanje • uspješno gospodarstvo s naglaskom na cjelogodišnji turizam najviše kategorije • visoka kvaliteta života stanovništva i dobri uvjeti rada zaposlenika. Iz definiranih strateških ciljeva proizašlo je osam strateških razvojnih prioriteta jednake važnosti: • razvoj temeljiti na načelima održivosti • zadržati visoku razinu čistoće mora, vode, zraka i tla • obrazovanje i razvoj ljudskih resursa usklađivati s potrebama gospodarstva • zaustaviti pad broja stanovnika • sustavno povećavati konkurentnost, atraktivnost i kvalitetu ponude • razvoj zaleđa temeljiti na poduzetništvu, ruralnom turizmu, eko-poljoprivredi, uzgoju autohtonih (tradicijskih sorti) • poticati realizaciju kapitalnih infrastrukturnih projekata • izgraditi grad visoke društvene odgovornosti i socijalne osjetljivosti. Svi strateški prioriteti obrađeni su kroz provedbene mjere, ukupno 55 mjera,koje čine osnovu za dugoročno provođenje Strategije putem konkretnih razvojnih projekata, koji prema definiranim kriterijima izbora, moraju slijediti razvojnu piramidu i logički i sadržajno. Postavljeni sustav je otvoren i fleksibilan za provođenje i implementaciju razvojnih i poslovnih projekata u funkciji ostvarivanja postavljenih ciljeva na dobrobit Grada Opatije.The Strategy of the City of Opatija is a document for the city's long-term development which examines problems and occurrences and their complex, dynamic and interrelated objective systems from the local (city) and regional, to the national and EU level. Such a complex approach to a social system means that a holistic and systematic approach are dominant in the book, along with the use of scientific methods of analysis. In order to be able to define the analysis of the current state and to develop a matrix containing the developmental challenges of the City of Opatija, the book uses and presents the results of primary research conducted by the authors (processed surveys, numerous workshops, SWOT analyses, the results of primary research from 2004-2012, an assessment of the tourism offer of Opatija and the Kvarner region based on scientific research conducted by the Faculty of Tourism and Hospitality Management), as well as available secondary sources. The authors have also taken into account and consulted higher level objectives, from regional and national to European, by using the so called GOPP methodology. The theoretical and practical value of this methodology is illustrated by its systematic approach to identifying logical ties and relationships defined by the Development Strategy of the City of Opatija. The concept behind developing the Strategy was based on a bottom up approach, which included motivating a wider community, i.e. all interested parties, to make suggestions and comments with the purpose of including them in the analysis and directing them towards attaining the strategic objectives. The Development Strategy of the City of Opatija is based on analyzing the current state, determining the developmental challenges (problems) and the vision, from which the following basic strategic objectives for the City of Opatija were devised: • sustainable development, optimal allocation and protection of resources • successful economy with particular emphasis on year-round top tier tourism • high quality of life for local residents and good working conditions of employees. These strategic goals have produced eigth strategic development priorities of equal importance: • base development on principles of sustainability • maintain high level of sea, water, soil and air quality • educate and develop human resources in accordance with economy needs • stop population decrease • systematically increase competitiveness, appeal and service quality • base development of surroundings on entrepreneurship, rural tourism, eco-friendly agriculture, breeding and producing authentic (traditional) species • encourage capital infrastructural projects • establish a city with a high level of social responsibility and sensitivity. All strategic priorities have been addressed by means of 55 measures for implementation, which form the basis of the long-term implementation of the Strategy via concrete development projects, which according to the previously defined selection criteria, have to follow the pyramid of development in both logic and content. This system is open and flexible for implementing development and business projects with the purpose of attaining objectives that benefit the City of Opatija

Strategija razvoja Grada Opatije

Strategija Grada Opatije je dugoročni razvojni dokument u kojem su problemi i pojave promatrani u njihovoj složenosti, dinamičnosti i povezanosti u sustav ciljeva od lokalne (gradske), regionalne, nacionalne do EU razine. Za takav složeni pristup društvenom sustavu prevladava u knjizi holistički i sustavni pristup uz korištenje znanstvenih metoda analize. Za definiranje analize stanja i izrade matrice razvojnih izazova Grada Opatije korišteni su i prikazani u knjizi rezultati primarnih istraživanja autora (obrađena anketna istraživanja, brojne radionice, SWOT analize, rezultati primarnih istraživanja za razdoblje 2004. − 2012. godina, ocjena turističke ponude Opatije i Kvarnera u okviru znanstvenih istraživanja Fakulteta za menadžment u turizmu i ugostiteljstvu) kao i dostupni sekundarni izvori. Autori su uvažili i konzultirali višu razinu ciljeva, od regionalnih, nacionalnih do europskih, uz pomoć tzv. GOPP metodologije čija se teorijska i praktična vrijednost očituje u sustavnom pristupu procesu identifikacije logičkih veza i odnosa definiranih Strategijom razvoja Grada Opatije. Koncepcija izrade Strategije temeljila se na bottom up pristupu, što je uključilo animiranje najšire zajednice tj. svih zainteresiranih subjekata Grada Opatije na davanju prijedloga, sugestija i kritika, s ciljem da se iste uključi u analizu i usmjeri u pravcu rješavanja strateških ciljeva. Strategija razvoja Grada Opatije bazira se na analizi stanja, utvrđenim razvojnim izazovima (problemima) i viziji, iz čega su izvedeni osnovni strateški ciljevi Grada Opatije: • održivi razvoj, optimalna alokacija resursa i briga za njihovo očuvanje • uspješno gospodarstvo s naglaskom na cjelogodišnji turizam najviše kategorije • visoka kvaliteta života stanovništva i dobri uvjeti rada zaposlenika. Iz definiranih strateških ciljeva proizašlo je osam strateških razvojnih prioriteta jednake važnosti: • razvoj temeljiti na načelima održivosti • zadržati visoku razinu čistoće mora, vode, zraka i tla • obrazovanje i razvoj ljudskih resursa usklađivati s potrebama gospodarstva • zaustaviti pad broja stanovnika • sustavno povećavati konkurentnost, atraktivnost i kvalitetu ponude • razvoj zaleđa temeljiti na poduzetništvu, ruralnom turizmu, eko-poljoprivredi, uzgoju autohtonih (tradicijskih sorti) • poticati realizaciju kapitalnih infrastrukturnih projekata • izgraditi grad visoke društvene odgovornosti i socijalne osjetljivosti. Svi strateški prioriteti obrađeni su kroz provedbene mjere, ukupno 55 mjera,koje čine osnovu za dugoročno provođenje Strategije putem konkretnih razvojnih projekata, koji prema definiranim kriterijima izbora, moraju slijediti razvojnu piramidu i logički i sadržajno. Postavljeni sustav je otvoren i fleksibilan za provođenje i implementaciju razvojnih i poslovnih projekata u funkciji ostvarivanja postavljenih ciljeva na dobrobit Grada Opatije.The Strategy of the City of Opatija is a document for the city's long-term development which examines problems and occurrences and their complex, dynamic and interrelated objective systems from the local (city) and regional, to the national and EU level. Such a complex approach to a social system means that a holistic and systematic approach are dominant in the book, along with the use of scientific methods of analysis. In order to be able to define the analysis of the current state and to develop a matrix containing the developmental challenges of the City of Opatija, the book uses and presents the results of primary research conducted by the authors (processed surveys, numerous workshops, SWOT analyses, the results of primary research from 2004-2012, an assessment of the tourism offer of Opatija and the Kvarner region based on scientific research conducted by the Faculty of Tourism and Hospitality Management), as well as available secondary sources. The authors have also taken into account and consulted higher level objectives, from regional and national to European, by using the so called GOPP methodology. The theoretical and practical value of this methodology is illustrated by its systematic approach to identifying logical ties and relationships defined by the Development Strategy of the City of Opatija. The concept behind developing the Strategy was based on a bottom up approach, which included motivating a wider community, i.e. all interested parties, to make suggestions and comments with the purpose of including them in the analysis and directing them towards attaining the strategic objectives. The Development Strategy of the City of Opatija is based on analyzing the current state, determining the developmental challenges (problems) and the vision, from which the following basic strategic objectives for the City of Opatija were devised: • sustainable development, optimal allocation and protection of resources • successful economy with particular emphasis on year-round top tier tourism • high quality of life for local residents and good working conditions of employees. These strategic goals have produced eigth strategic development priorities of equal importance: • base development on principles of sustainability • maintain high level of sea, water, soil and air quality • educate and develop human resources in accordance with economy needs • stop population decrease • systematically increase competitiveness, appeal and service quality • base development of surroundings on entrepreneurship, rural tourism, eco-friendly agriculture, breeding and producing authentic (traditional) species • encourage capital infrastructural projects • establish a city with a high level of social responsibility and sensitivity. All strategic priorities have been addressed by means of 55 measures for implementation, which form the basis of the long-term implementation of the Strategy via concrete development projects, which according to the previously defined selection criteria, have to follow the pyramid of development in both logic and content. This system is open and flexible for implementing development and business projects with the purpose of attaining objectives that benefit the City of Opatija

Project Marketing in the Function of Tourist Supply and Demand Development

Projektni marketing predstavlja suvremenu marketinšku koncepciju poslovanja poduzeća na tržištu i vrstu poslovnog marketinga. To je proces koji omogućava poduzeću – isporučitelju projekta da djelujući anticipativno definira projektnu ponudu, čime si osigurava željeni stupanj fleksibilnosti potreban za prilagođavanje zahtjevima kupca projekta, temeljem stvorenih odnosa s kupcima i zainteresiranim stranama za projekt i održavanjem &laquo ; tihih odnosa&raquo ; tijekom faza &laquo ; tihih odnosa&raquo ; poduzimanjem određenih aktivnosti, u cilju realizacije budućih projekata kroz šest faza projektnog ciklusa: istraživanje, priprema, natjecanje, pregovaranje, implementacija i tranzicija. U okviru ove doktorske disertacije istraživao se proces marketinga u turizmu, koncepcija projektnog marketinga i mogućnosti njezine primjene kao poslovne koncepcije u turizmu, te uloga projektnog marketinga u strateškom aspektu poslovanja subjekata turističke ponude i potražnje. Prednosti su primjene koncepcije projektnog marketinga, u poslovanju poduzeća – isporučitelja projekata, ali i poduzeća – kupaca projekata, dokazane empirijskim istraživanjem o povezanosti projektnog marketinga s projektnim upravljanjem, poslovanjem i razvojem hotelskih poduzeća i turističkih agencija, te sustavom ciljeva i strategija provedenim na ukupnom broju hotelskih poduzeća – trgovačkih društava (dioničkih društava) i složenih društava (koncerna i holdinga) Primorsko-goranske županije, te ukupnom broju turističkih agencija s razvijenom mrežom poslovnica koje djeluju na području Primorsko-goranske županije. Udio ispunjenih i vraćenih anketnih upitnika hotelskih poduzeća je 71, 4 %, dok je kod turističkih agencija istraživanje provedeno na 52, 6 % turističkih agencija s razvijenom mrežom poslovnica na području Primorsko-goranske županije. Stoga se uzorak hotelskih poduzeća i turističkih agencija Primorsko-goranske županije, na kojima je provedeno istraživanje, može smatrati zadovoljavajućim za donošenje relevantnih zaključaka o predmetu istraživanja. Empirijsko istraživanje je potvrdilo potrebu intenzivnije primjene koncepcije projektnog marketinga u poslovanju hotelskih poduzeća – isporučitelja projekata s ciljem jačanja anticipativnih sposobnosti hotelskih poduzeća u stvaranju projektne potražnje na turističkom poslovnom tržištu i stvaranja konkurentskih prednosti hotelskih poduzeća, te ukazalo na prednosti i mogućnosti primjene pojedinih segmenata općeg modela marketinga i u poduzećima kupcima – projekata razvoja novog hotelskog proizvoda (turističkim agencijama – turoperatorima, poduzećima, organizacijama i institucijama) s ciljem efikasnijeg postizanja sustava ciljeva i strategija u poduzećima – kupcima projekata, čime će se postići viša razina njihove uspješnosti poslovanja kao preduvjeta dugoročnog opstanka na turističkom poslovnom tržištu. Navedeno dokazuje hipotezu da primjena koncepcije projektnog marketinga omogućava efikasno i efektivno projektno upravljanje poslovanjem i razvojem hotelskih poduzeća i turističkih agencija i ostvarivanje sustava ciljeva i sustava strategija. Ključne riječi: projektni marketing, projektno poslovanje, projekt, turističko poslovno tržište, strateški menedžment, strateški ciljevi, korporativna strategija, strateška poslovna jedinica, marketinški ciljevi, marketinška strategija, hotelsko poduzeće, turistička agencija

Project Marketing in the Function of Tourist Supply and Demand Development

Projektni marketing predstavlja suvremenu marketinšku koncepciju poslovanja poduzeća na tržištu i vrstu poslovnog marketinga. To je proces koji omogućava poduzeću – isporučitelju projekta da djelujući anticipativno definira projektnu ponudu, čime si osigurava željeni stupanj fleksibilnosti potreban za prilagođavanje zahtjevima kupca projekta, temeljem stvorenih odnosa s kupcima i zainteresiranim stranama za projekt i održavanjem &laquo ; tihih odnosa&raquo ; tijekom faza &laquo ; tihih odnosa&raquo ; poduzimanjem određenih aktivnosti, u cilju realizacije budućih projekata kroz šest faza projektnog ciklusa: istraživanje, priprema, natjecanje, pregovaranje, implementacija i tranzicija. U okviru ove doktorske disertacije istraživao se proces marketinga u turizmu, koncepcija projektnog marketinga i mogućnosti njezine primjene kao poslovne koncepcije u turizmu, te uloga projektnog marketinga u strateškom aspektu poslovanja subjekata turističke ponude i potražnje. Prednosti su primjene koncepcije projektnog marketinga, u poslovanju poduzeća – isporučitelja projekata, ali i poduzeća – kupaca projekata, dokazane empirijskim istraživanjem o povezanosti projektnog marketinga s projektnim upravljanjem, poslovanjem i razvojem hotelskih poduzeća i turističkih agencija, te sustavom ciljeva i strategija provedenim na ukupnom broju hotelskih poduzeća – trgovačkih društava (dioničkih društava) i složenih društava (koncerna i holdinga) Primorsko-goranske županije, te ukupnom broju turističkih agencija s razvijenom mrežom poslovnica koje djeluju na području Primorsko-goranske županije. Udio ispunjenih i vraćenih anketnih upitnika hotelskih poduzeća je 71, 4 %, dok je kod turističkih agencija istraživanje provedeno na 52, 6 % turističkih agencija s razvijenom mrežom poslovnica na području Primorsko-goranske županije. Stoga se uzorak hotelskih poduzeća i turističkih agencija Primorsko-goranske županije, na kojima je provedeno istraživanje, može smatrati zadovoljavajućim za donošenje relevantnih zaključaka o predmetu istraživanja. Empirijsko istraživanje je potvrdilo potrebu intenzivnije primjene koncepcije projektnog marketinga u poslovanju hotelskih poduzeća – isporučitelja projekata s ciljem jačanja anticipativnih sposobnosti hotelskih poduzeća u stvaranju projektne potražnje na turističkom poslovnom tržištu i stvaranja konkurentskih prednosti hotelskih poduzeća, te ukazalo na prednosti i mogućnosti primjene pojedinih segmenata općeg modela marketinga i u poduzećima kupcima – projekata razvoja novog hotelskog proizvoda (turističkim agencijama – turoperatorima, poduzećima, organizacijama i institucijama) s ciljem efikasnijeg postizanja sustava ciljeva i strategija u poduzećima – kupcima projekata, čime će se postići viša razina njihove uspješnosti poslovanja kao preduvjeta dugoročnog opstanka na turističkom poslovnom tržištu. Navedeno dokazuje hipotezu da primjena koncepcije projektnog marketinga omogućava efikasno i efektivno projektno upravljanje poslovanjem i razvojem hotelskih poduzeća i turističkih agencija i ostvarivanje sustava ciljeva i sustava strategija. Ključne riječi: projektni marketing, projektno poslovanje, projekt, turističko poslovno tržište, strateški menedžment, strateški ciljevi, korporativna strategija, strateška poslovna jedinica, marketinški ciljevi, marketinška strategija, hotelsko poduzeće, turistička agencija