Promocija trženjskega spleta turističnih agencij

diplomsko delo univerzitetnega študija Organizacija in management kadrovskih in izobraževalnih sistemov

Kaja Železnik (Author), Polona Šprajc (Mentor)

Abstract

V diplomskem delu je v teoretičnem delu predstavljena opredelitev turizma, ki ga ločimo glede na smer gibanja, državljanstvo oziroma prestop meje, saldo v turistični bilanci, čas bivanja, sezono, motiv, organizacijo potovanj ter ekološko škodljivost. Opisali smo tudi zgodovinski del turizma do danes. Ta opisuje razvoj turizma na splošno ter posebej v Sloveniji. Prav tako pa so predstavljena razvojna področja ter pričakovani rezultati za razvoj slovenskega turizma do leta 2016. Opisana sta opredelitev in zgodovinski del turističnih agencij. Na kratko pa smo opisali še turistične agencije Kompas, d. d., Relax, d. o. o., Mondial Travel, d. o. o. in Supra Travel, d. o. o. Rdeča nit diplomske naloge je ugotoviti, kako promocija trženjskega spleta vpliva na posameznika, da se ta odloči zanjo. V teoretičnem delu je tako predstavljen trženjski splet, ki ga sestavljajo cena, izdelek, promocija, kraj, ljudje, procesi in fizični dokaz. Za turistične agencije in vsa ostala podjetja je pomembno, da imajo čim večji vpliv na kupca. Tega se lotijo s prvinami trženjskega komuniciranja, ki so predstavljena kot oglaševanje, neposredno trženje, osebna prodaja, stiki z javnostmi ter pospeševanje prodaje. V raziskovalnem delu naloge nas bo zanimalo, kako posamezni segmenti trženjskega spleta vplivajo na promocijo, prepoznavnost ter odločitev kupca za določeno turistično agencijo ter katera vrsta medijev najbolj vpliva na promocijo turistične agencije. Do ugotovitev bomo prišli z raziskovalnimi vprašanji, ali ima na prepoznavnost storitev turističnih agencij v veliki meri vpliv promocija, ali na odločitev za turistično agencijo zelo vpliva oglaševanje turističnih agencij ter ali je pomen promocije turistične agencije prek posameznih medijev največji pri socialnem omrežju – Facebooku.

Keywords

trženjski splet;turistična agencija;trženjsko komuniciranje;

Data

Language:	Slovenian
Year of publishing:	2014
Typology:	2.11 - Undergraduate Thesis
Organization:	UM FOV - Faculty of Organizational Sciences
Publisher:	[K. Železnik]
UDC:	339.138
COBISS:	7330835
Views:	1447
Downloads:	366
Average score:	0 (0 votes)
Metadata:

Other data

Secondary language:	English
Secondary title:	PROMOTION MARKETING OF TRAVEL AGENCIES
Secondary abstract:	The definition of tourism is presented in the theoretical part of this work, which is classified as according to the direction, nationality or crossing the border, the balance in tourism, time of staying, season, motive, organization of travel and ecological awareness. We have also described the historical part of tourism and tourism nowadays. The historic part describes the development of tourism in general and specifically in Slovenia. Development areas and expected results for Slovenian tourism are presented until the year of 2016. The definition and history of travel agencies are being described. Briefly, we have described travel agencies such as Kompas, d. d., Relax, d. o. o., Mondial Travel, d. o. o. and Supra Travel, d. o. o. The main thing of my work is to determine how the promotion of the marketing mix affects the individual, so that he can decide for it. The marketing mix, which consists of price, product, promotion, place, people, processes and physical evidence, is also presented in the theoretical part. For the travel agencies and all other companies, is important to have the maximum influence on the customer. This is set with the elements of marketing communications, which are presented as advertising, direct marketing, personal sales, public relations and sales promotion. In the research part of work, we want to know how the individual segments of the marketing mix affect the promotion, recognition and the customer decisions for a specific travel agency, and what type of media mostly impacts on the promotion of travel agencies. We will come up with the conclusion with the research questions, does promotion largely impact on recognition of travel agencies services, does the decision of a travel agency greatly influences on the advertising of travel agencies and if the importance of promoting travel agencies through various media is the largest at advertising with social network – Facebook.
Secondary keywords:	marketing mix;tavel agency;marketing communications;tourism;
URN:	URN:SI:UM:
Type (COBISS):	Bachelor thesis/paper
Thesis comment:	Univ. v Mariboru, Fak. za organizacijske vede
Pages:	49 f.
ID:	8730033