Marketing U Turizmu

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Marketing U Turizmu UNIVERZITET SINGIDUNUM Prof. dr Ognjen Bakić MARKETING U TURIZMU Deveto izdanje Beograd, 2010. MARKETING U TURIZMU Autor: Prof. dr Ognjen Bakić Recenzenti: Prof. dr Momčilo Milisavljević Prof. dr Slobodan Unković Izdavač: UNIVERZITET SINGIDUNUM Beograd, Danijelova 32 www.singidunum.ac.rs Za izdavača: Prof. dr Milovan Stanišić Tehnička obrada: Novak Njeguš Dizajn korica: Aleksandar Mihajlović Godina izdanja: 2010. Tiraž: 250 primeraka Štampa: Mladost Grup Loznica ISBN: 978-86-7912-237-7 PERDGOVOR - VII IZDANJE - Pred čitaocem je VII izdanje udžbenika „Marketing u turizmu”. On je name- njen studentima za turistički i hotelijerski menadžment Univerziteta „Singidunum” u Beogradu i služi kao osnova za pripremanje i polaganje ispita na istoimenom predmetu koji studenti izučavaju na II godini studija ovog Fakulteta. Radi se o izdanju (600 primeraka) koje je reprint VI izdanja iz 2007. g. Verujemo da će studenti, koji ovaj udžbenik dobijaju prilikom upisa na II godinu studija, naći odgovore na brojna pitanja koja tretira problematika naučne disci- pline kojoj je posvećen ovaj udžbenik, te da će isti biti dovoljno inspirativan da studenti promišljaju o marketingu i njegovoj primeni u turističkom biznisu, a sve što je ostalo nedorečeno i pobuđuje produbljenije interesovanje studenata, autor koristi priliku da uputi poziv da korisnici udžbenika to i izraze na predavanjima, konsultacijama i drugim putem, a to će ujedno biti i ohrabrenje autoru za buduća inoviranja materije ovog učila. U Beogradu, januar 2008. godine. Autor PREDGOVOR III PERDGOVOR - VI IZDANJE - Pred čitaocem je VI izdanje udžbenika „Marketing u turizmu”. Radi se o repri- ntu V izdanja (iz 2005. godine, štampanog u tiražu od 600 primeraka, u izdanju „Čigoja štampa” iz Beograda). Urađene su samo tehničke korekcije teksta. Autor izražava svoje neskriveno zadovoljstvo da interesovanje za problemati- ku koju izučava ova, relativno mlada naučna disciplina, raste iz godine u godinu, što će svakako uticati da se pripreme inovacije obrađene materije za buduće izdanje udžbenika. Takođe, autor poziva sve one koji su imali u rukama ovaj udžbenik da svoja kritička mišljenja, zapažanja i sugestije upute autoru (preko izdavača) a kako bi i to, pored naučnostručne bibliografi je, bilo korišćeno u poboljšanju budućeg teksta udžbenika. U Beogradu, februar 2007. godine. Autor IV MARKETING U TURIZMU PREDGOVOR - V IZDANJE - Predmet „Marketing u turizmu” postoji skoro četrdeset godina kao nastavna di- sciplina koja se izučava na Univerzitetu u Beogradu (Ekonomskom fakultetu), pose- bno i sa punim fondom časova od školske 1986/87. godine. Poslednjih dvadesetak godina interesovanje za sadržaj ove naučne discipline značajno se proširilo tako da danas nema visokoškolske obrazovne institucije u našoj zemlji na kojoj se ne izučava problematika turizma a da u nastavni plan dodiplomskih ili poslediplomskih studija nije uključen ovaj predmet. Udžbenik koji je pred čitaocem predstavlja V izmenjeno i dopunjeno izdanje. U periodu od 1991. godine, kada je bilo njegovo I izdanje, pa do danas, nastojali smo da permanentno inoviramo njegov sadržaj najnovijim teorijskometodološkim i praktičnim saznanjima iz ove oblasti, posebno imajući u vidu međunarodno iskustvo u turistički najrazvijenijim zemljama sveta. U ovom, V izdanju, izvršili smo dopune u svim delovima udžbenika aktuelizujući materiju najnovijim saznanjima teorijskometodološkog i praktičnog karaktera. Posebno obimnije izmene su u III delu rada koga smo inovirali posebnim poglavljem o Intemetu, IV delu rada gde smo aktuelizovali stavove o instrumentima marketing mixa u poslovnoj i turističkoj politici, kao i VII delu rada koji pokriva perspektivu razvoja turizma i reperkusi- je na marketing. Vodilo se računa da teorijske postavke budu shvatljive i kroz navođenje većeg broja konkretnih primera iz prakse i iskustava različitih subjekata posebno iz međunarodnog turizma. Istu funkciju ima i veći broj tabelarnih pregleda i odgovarajućih slika. U udžbenik su, takođe, inkorporirani rezultati različitih istraživanja iz većeg bro- ja studijskih projekata u kojima smo učestvovali, kao i rezultati naučnog rada koga smo u formi članaka, referata i jednog broja monografskih izdanja i udžbenika saopštavali naučnoj, stručnoj i široj javnosti tokom poslednjih dvadeset pet godina naučnog rada Od velike koristi u koncipiranju i sadržinskom obuhvatanju materije bili su nam studijski boravci u inostranstvu (u V. Britaniji više puta i SAD) koji su omogućili da se na jednom broju univerziteta u inostranstvu (na kojima se izučava problematika marketinga i menadžmenta u turizmu) provere sadržaj i struktura materije koja je izložena u udžbeniku. Knjiga treba da posluži kao učilo za pripremanje ispita, prvenstveno studentima Fakulteta za uslužni biznis iz Novog Sada, kao i Fakulteta za turistički i hotelije- rski menadžment iz Beograda. Međutim, verujemo da ona može biti od koristi i studentima drugih fakulteta koji izučavaju ovu problematiku, kao i studentima na PREDGOVOR V nivou strukovnih studija. Osim toga, ona može biti relevantna i drugim čitaocima, posebno onima koji se profesionalno i svakodnevno bave turizmom u turističkim preduzećima, kao i državnim i paradržavnim organima, asocijacijama turističke privrede i ostalim zainteresovanim subjektima. Nesebičnu podršku u radu na knjizi pružile su mi moja sestra Vanja, majka Branislava i Ljubica, zašta im se iskreno zahvaljujem. Beograd, septembar 2005. godine. Autor VI MARKETING U TURIZMU SADRŽAJ Predgovor - VII izdanje III Predgovor - VI izdanje IV Predgovor - V izdanje V I - DEO TEORIJSKO METODOLOŠKI ASPEKTI IZUČAVANJA MARKETINGA U TURIZMU 1. PREDMETI CILJ IZUČAVANJA MARKETINGA U TURIZMU 1 2. GENEZA I SADRŽAJ MARKETINGA U TURIZMU KAO NAUČNE DISCIPLINE 3 3. MARKETING U TURIZMU KAO PODSISTEM U SISTEMU MARKETINGA USLUGA 12 4. MARKETING U TURIZMU NA „MIKRO” I „MAKRO” NIVOU 19 5. RAZVOJ TEORIJE TURIZMAI UTICAJ NA MARKETING 22 5.1. Teorijsko tumačenje turizma 22 5.2. „Eko turizam”, „održivi turizam” i marketing 24 6. ŠKOLOVANJE ZA MARKETING I MENADŽMENT 30 6.1. Obrazovanje, razvoj i obuka menadžerskih kadrova za potrebe turizma 31 6.2. Postojeći modeli u razvoju menadžerskih kadrova u turizmu u svetu 36 6.3. Postojeći sistemi u razvoju menadžerskih kadrova u turizmu Srbije 39 I - LITERATURA 42 SADRŽAJ VII II - DEO TURISTIČKO TRŽIŠTE I PRIMENA MARKETINGA U TURIZMU 1. OSOBINE TURISTIČKOG TRŽIŠTA 45 1.1. Pojam turističkog tržišta 45 1.2. Specifi čnosti turističke tražnje 47 1.3. Novi oblici ispoljavanja turističke tražnje i prilagođavanje turističke ponude 55 1.4. Motivi i ponašanje turističke tražnje 57 1.5. Specifi čnosti turističke ponude 60 2. PRIMENA MARKETINGA KOD RAZLIČITIH NOSILACA POSLOVNE I TURISTIČKE POLITIKE 61 3. MARKETING NA NIVOU TURISTIČKE DESTINACIJE (KONCEPTUALNI MODEL) 65 4. PROIZVODNAI PRODAJNA ORIJENTACIJA RAZLIČITIH NOSILACA POSLOVNE ITURISTIČKE POLITIKE 72 5. MARKETING ORIJENTACIJA U POSLOVNOJ ITURISTIČKOJ POLITICI 74 6. DRUŠTVENIMARKETING KONCEPT U TURIZMU 77 II - LITERATURA 78 III - DEO MARKETING INFORMACIONI SISTEM (MIS) I INFORMACIONA TEHNOLOGIJA (IT) U TURIZMU 1. SADRŽAJ IZNAČAJ MARKETING INFORMACIONOG SISTEMA 81 2. KRITIČKI FAKTORI USPEHA, MODELI: KRITIČNOG INFORMACIONOG SISTEMA, EKSTERNOG IINTERNOG SKANIRANJA I STRATEGIJSKOG POSLOVNOG INFORMACIONOG SISTEMA 83 3. PRIMENA KOMPJUTERSKE TEHNOLOGIJE I RAZVOJ INFORMACIONIH SISTEMA NA MEĐUNARODNOM TURISTIČKOM TRŽIŠTU 86 3.1. Razvojni put u primeni kompjuterske tehnologije u turizmu 88 3.2. Primena kod avio-kompanija i turističkih agencija 89 3.3. Primene kod hotelijerskih preduzeća 94 3.4. Razvoj turističkih informacionih sistema na nivou destinacija 100 3.5. Turistički informacioni sistemi na Internet-u i eTurizam (eTourism) 103 VIII MARKETING U TURIZMU 4. KOMPJUTERIZACIJA MARKETINŠKIH AKTIVNOSTI U INFORMACIONOM SISTEMU TURISTIČKE ORGANIZACIJE SRBIJE 107 4.1. Opšti pristup kompjuterizaciji marketing aktivnosti TOS-a 107 4.2. Formiranje baze podataka turističkog proizvoda Srbije 108 4.3. Formiranje baze podataka za parcijalne turističke proizvode 111 4.4. Formiranje baze podataka u domenu ostalih instrumenata marketinga 112 5. ISTRAŽIVANJE MARKETINGA I FORMIRANJE EKONOMSKE I TURISTIČKE „OPSERVATORIJE” 113 III - LITERATURA 118 IV - DEO INSTRUMENTI MARKETINGA U POSLOVNOJ I TURISTIČKOJ POLITICI 1. POLITIKA PROIZVODA 121 1.1. Proizvodi u teoriji marketinga i različito defi nisanje turističkog proizvoda 121 1.1.1. Turistički proizvod kao „amalgam” različitih elemenata 124 1.1.2. Turistički proizvod kao fokus na pojedinačnog nosioca ponude 130 1.1.3. Turistički proizvod u formi izvornih i izvedenih elemenata turističke ponude 133 1.1.4. Parcijalni i integhsani turistički proizvod 135 1.2. Relevantni faktori u kreiranju turističkog proizvoda 139 1.3. Kvalitet i inoviranje turističkog proizvoda 150 2. ELEMENTIVOĐENJA POLITIKE CENA 155 2.1. Relevantni faktori u kreiranju politike cena 155 2.2. Različiti aspekti politike cena 162 3. ELEMENTI PROMOCIONE POLITIKE 167 3.1. Sadržaj promocionog mixa u turizmu 167 3.2. Organizacija promocionih aktivnosti 172 4. ELEMENTIVOĐENJA POLITIKE PRODAJE 176 4.1. Defi nisanje različitih kanala prodaje 176 4.2. Promene u strukturi kanala prodaje 181 5. OPTIMIZACIJA INSTRUMENATA MARKETING MIKSA 184 IV - LITERATURA 186 SADRŽAJ IX V - DEO PLANIRANJE I STRATEGIJA MARKETINGA U TURIZMU 1. SADRŽAJ IZNAČAJ PLANIRANJA MARKETING AKTIVNOSTI „ 191 2. NIVOI I ORGANIZACIJA PLANIRANJA MARKETINGA U TURIZMU 195 3. KOORDINACIJA MARKETING AKTIVNOSTI U TURIZMU 199 3.1. Opšte preporuke za koordinaciju marketing aktivnosti u turističkoj politici Evropske
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