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Title:VPLIV OGLAŠEVANJA NA PRODAJO TURISTIČNIH ARANŽMAJEV
Authors:Kunstelj, Andreja (Author)
Ferjan, Marko (Mentor) More about this mentor... New window
Files:.pdf UNI_Kunstelj_Andreja_2009.pdf (552,42 KB)
 
Language:Slovenian
Work type:Undergraduate thesis (m5)
Organization:FOV - Faculty of Organizational Sciences in Kranj
Abstract:Turizem se je v zadnjih desetletjih razvijal zelo hitro, postal je eden od osrednjih svetovnih ekonomskih in družbenih pojavov, ki se je dotaknil vseh segmentov ekonomije in družbe na vseh celinah - v razvitih državah in v državah v razvoju. Turistična destinacija je geografski prostor, ki ga turist izbere za potovalni cilj. Je kompleksna entiteta, sestavljena iz množice različnih izdelkov, storitev in doživetij. Vodena je s strani večjega števila interesnih skupin in opazovana z različnih zornih kotov. V praksi se pokaže, da se v večini primerov za neko destinacijo odločimo zaradi dobrega oglaševanja. Diplomsko delo govori o oglaševanju v turizmu in vplivu oglaševanja na prodajo turističnih aranžmajev. Oglaševanje je del sodobnega sveta in poslovanja brez njega danes ni več. Zato je pravilna predstavitev krajev odločilna pri izbiri turistične destinacije oziroma aranžmaja. Zanimalo nas je torej, ali oglaševanje vpliva na prodajo turističnih aranžmajev. Poskušali smo izvedeti, kdaj agencije največ oglašujejo in kdaj sklenejo največ pogodb, preko katerih medijev največ oglašujejo, v katerem letnem času turisti najpogosteje odhajajo na dopust, katera ciljna skupina najpogosteje obiskuje izbrane destinacije in kaj so glavni razlogi za odpoved letovanja. V prvem delu smo predstavili tržno komuniciranje in ga umestili v trženjski splet. Nato smo podrobneje predstavili oglaševanje, cilje oglaševanja, oglaševalsko agencijo in medije, preko katerih oglašujemo. V drugem delu smo nekaj besed namenili turizmu in drugim elementom marketinškega spleta. Poleg tega smo na kratko opisali izbrane turistične destinacije, ki smo jih uporabili v anketnem vprašalniku, in predstavili štiri turistične agencije s katerimi smo sodelovali. Zadnji del je namenjen analiziranju rezultatov, ki smo jih pridobili z anketnim vprašalnikom in podajanju argumentov, primerjav in predlogov za nadaljnje delovanje turističnih agencij. Ugotovili smo, da oglaševanje sovpada s prodajo turističnih aranžmajev. Največje oglaševanje je na začetku leta in med poletno sezono. Sklepanje pogodb v posameznem letnem času in obisk ciljne skupine sta odvisna od turistične destinacije. Splet in prospekti so mediji, preko katerih agencije največ oglašujejo. Najpogostejši razlog za odpoved letovanja je smrt, nezgoda ali poslabšanje zdravstvenega stanja zavarovanca ali svojca.
Keywords:Oglaševanje, tržno komuniciranje, turizem, turistična destinacija, turistični aranžmaji
Year of publishing:2009
Source:Maribor
COBISS_ID:6511891 Link is opened in a new window
NUK URN:URN:SI:UM:DK:GOOLQFEO
Views:2760
Downloads:390
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Secondary language

Language:English
Title:THE IMPACT OF ADVERTISING ON THE SALE OF TOURIST PACKAGES
Abstract:Tourism has seen a very rapid development in the past decades, becoming one of the world's central economic and social phenomena that has touched upon all the segments of economy and society in every continent – in developed and developing countries. Tourist destination is a geographic area chosen by a tourist for their travel destination. It is a complex entity consisting of a variety of different products, services and experiences. It is managed by several interest groups and observed from different angles. The experience shows that good advertising is the basis for choosing a particular destination in the majority of cases. The present diploma thesis discusses advertising in tourism and its impact on the sale of tourist arrangements. It is a well known fact that nowadays advertising is part of a modern world and it is practically impossible to conduct business without it. Therefore, appropriate presentation of places is vital for choosing a tourist destination or arrangement. It was thus to establish whether advertising actually influences the sale of tourist arrangements. The task was to find out when agencies advertise most and conclude the majority of contracts. Which media do the agencies use most for advertising, which season is the busiest as far as taking vacation is concerned, which target group decides for chosen destinations most frequently and what are the main reasons for cancelling the trip. In the first part of the thesis, marketing communication is presented and integrated into the marketing mix. This is followed by a detailed discussion on advertising, goals of advertising, advertising agency and media as a means for advertising. In the second part, attention is given to tourism and other elements of a marketing mix. Included is also a short description of tourist destinations chosen for the survey questionnaire employed. In addition, four tourist agencies that we cooperated with are presented. The last part is the analysis of the results obtained with the help of the survey questionnaire. It is intended for making arguments, comparisons and suggestions for further operation of tourist agencies. It was concluded that advertising coincides with the sale of tourist arrangements. The advertising reaches its height at the beginning of the year and during the summer season. The number of contracts concluded in a particular season and target group holiday planning depend on a chosen tourist destination. The predominant media used by agencies for advertising are internet and brochures. Finally, a trip is mostly cancelled in the event of death, accident or deteriorating health condition of the insured or their relatives.
Keywords:Advertising, Marketing communication, Tourism, Tourist destination, Tourist arrangements


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