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professional thesis
Uloga marketinga u razvoju novog turističkog proizvoda
2018. urn:nbn:hr:145:335570
Šustar, Kristian
Josip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek
Chair of Marketing

Cite this document

Šustar, K. (2018). Uloga marketinga u razvoju novog turističkog proizvoda (Professional thesis). Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek. Retrieved from https://urn.nsk.hr/urn:nbn:hr:145:335570

Šustar, Kristian. "Uloga marketinga u razvoju novog turističkog proizvoda." Professional thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2018. https://urn.nsk.hr/urn:nbn:hr:145:335570

Šustar, Kristian. "Uloga marketinga u razvoju novog turističkog proizvoda." Professional thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2018. https://urn.nsk.hr/urn:nbn:hr:145:335570

Šustar, K. (2018). 'Uloga marketinga u razvoju novog turističkog proizvoda', Professional thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, accessed 09 April 2025, https://urn.nsk.hr/urn:nbn:hr:145:335570

Šustar K. Uloga marketinga u razvoju novog turističkog proizvoda [Professional thesis]. Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek; 2018 [cited 2025 April 09] Available at: https://urn.nsk.hr/urn:nbn:hr:145:335570

K. Šustar, "Uloga marketinga u razvoju novog turističkog proizvoda", Professional thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, Osijek, 2018. Available at: https://urn.nsk.hr/urn:nbn:hr:145:335570

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Metadata
TitleUloga marketinga u razvoju novog turističkog proizvoda
Title (english)The role of marketing in a new tourism product development
AuthorKristian Šustar
MentorDrago Ružić (mentor)
Committee memberŽeljko Turkalj (predsjednik povjerenstva)
Committee memberDrago Ružić (član povjerenstva)
Committee memberIvan Kelić (član povjerenstva)
GranterJosip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek
(Chair of Marketing)
Osijek
Defense date and country2018-03-23, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Hrvatski turizam bilježi snažan rast, međutim za osiguranje održivosti nužna je promjena smještajne strukture, odnosno povećanje broja hotela u strukturi. Hrvatska danas ostvaruje gotovo 90% ukupnog turističkog prometa, unutar četiri ljetna mjeseca. Iz ovakvog stanja proizlaze višestruki problemi, vezani uz održivost turizma u cijelosti, dok neovisno o iznimnom rastu fizičkih pokazatelja, u konačnici ne ostvarujemo rezultate na razini očekivanja, upravo suprotno, potrošnja po ostvarenom... More noćenju bilježi kontinuirani pad. Glavni razlog za izrazito visoku sezonalnost je neadekvatna struktura kapaciteta koja je specifična i neusporediva s istom u Mediteranskim zemljama. Hoteli i aparthoteli čine 13,15% udjela u kapacitetima, dok su dominantni kampovi s 23,10% te privatni smještaj s 55,90%. Dominiraju kapaciteti koji su usko sezonski orijentirani i tržišno se aktiviraju upravo u ljetnim mjesecima. Istodobno, pozitivna je činjenica da smo stvorili adekvatne strateške preduvjete, odnosno dokumente i nužno je vratiti se na strategiju razvoja turizma do 2020., odnosno akcijski plan uz istu i započeti s realizacijom. Prema istoj, ključna je promjena strukture kapaciteta, odnosno razvoj novih, prije svega hotelskih kapaciteta. U razvoju istih, nužno je slijediti globalno prepoznatu metodologiju nositelj koje prije svega mora biti marketing. Korištenjem dokazanih modela u razvoju turističkih proizvoda, koji će imati potporu, odnosno ključnu ulogu marketinga u svim fazama razvoja, posebno u fazi koncepta i planiranja, stvorit ćemo preduvjet za razvoj profitabilnih, održivih i uspješnih proizvoda, odnosno uspješnog turističkog sektora. Less
Abstract (english)
Croatian tourism grew substantially, but to maintain its sustainability, it is necessary to change the accommodation structure, i.e. to increase the number of hotels in the accommodation structure. Croatia generates almost 90% of its tourist revenue within four summer months. This situation leads to multiple problems related to tourism sustainability in its entirety and, although the physical indicators are recording exceptional growth, in conclusion, we are not achieving the expected... More results, but to the contrary, the average tourist expenditure per booked night is in a continuous decline. The main reason of high seasonality rate is an inadequate capacity structure, which is country specific and incomparable with Mediterranean countries. Hotels and apart-hotels account for 13,15% of the capacity structure, whereas the camp sites with 23,10% and private accommodation with 55,90% are dominant in the capacity structure. The dominant capacities are closely related to seasonality and are active on the market in summer months. At the same time, the positive fact is that we have created adequate strategic preconditions i.e. documents and it is necessary to turn back to the tourism development strategy by 2020 followed by the action plan and to start with the realization. Based on the above-mentioned strategy, it is necessary to change the current capacity structure and to develop new capacities, mainly hotel capacities. In the development of hotel capacities, it is necessary to follow the globally recognized methodology that must be carried out by marketing. Using proven tourist development models that will have marketing support i.e. marketing will hold the key role in all development stages, especially in concept and planning phase, we will create preconditions for profitable, sustainable and successful tourist development and, hence, for the successful tourist sector. Less
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:145:335570
Study programmeTitle: Postgraduate Specialist Study Marketing Special areas
Study programme type: university
Study level: postgraduate specialist
Academic / professional title: sveučilišni/a specijalist/specijalistica marketinga posebnih područja (sveučilišni/a specijalist/specijalistica marketinga posebnih područja)
Type of resourceText
File originBorn digital
Access conditionsAccess restricted to students and staff of home institution
Terms of useLicence In copyright icon
Created on2018-05-10 16:23:41
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