ta i turoperatori
DESCRIPTION
turopetarotirTRANSCRIPT
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VISOKA KOLA ZA TURIZAMIBENIK COLLEGE OF TOURISM
3HWDU*DUGLMDQ
785,67,.($*(1&,-(
,78523(5$725,
ibenik, 2001.
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8'%(1,&,9,62.(.2/(=$785,=$08,%(1,.80$18$/,$&2//(*,,678',25806,%(1,&(16,80
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1DNODGQLNVisoka kola za turizam ibenik
=DQDNODGQLND
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*UDILNLXUHGQLNJurica Matoin
7LVDN
6YXLOLQDWLVNDUD
8'.*$5',-$13HWDU7XULVWLNHDJHQFLMHLWXURSHUDWRUL3HWDU*DUGLMDQ8GEHQLFL9LVRNH NROH]DWXUL]DPX LEHQLNX0DQXDOLD&ROOHJLL6WXGLRUXP6LEHQLFHQVLXP,6%1
,6%1
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VISOKA KOLA ZA TURIZAMIBENIK
PUVF3HWDU*DUGLMDQ
785,67,.($*(1&,-(,
78523(5$725,
ibenik, 2001
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6$'5$-892' 1DVWDQDNLUD]YRMWXULVWLNHDJHQFLMH 8ORJDWXULVWLNHDJHQFLMHLWXURSHUDWRUDQDWXULVWLNRPWULWX 0DUNHWLQNLSULVWXSSRVORYDQMDWXULVWLNHDJHQFLMHLWXURSHUDWRUD
32-$9$89-(7,1$67$1.$,5$=92-785,67,.,+$*(1&,-$,78523(5$725$
3RYLMHVQLRVYUWQDSRMDYXLUD]YRMSXWRYDQMD
3RMDYDLUD]YRMSXWRYDQMDGRNUDMD=DSDGQRJ5LPVNRJ&DUVWYD 5D]YRMSXWRYDQMDGRVWROMHD GRAND TOUR 3UHWHDWXUL]PD
7HRULMHRQDVWDQNXWXUL]PD
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1DVWDQDNLUD]YRMRUJDQL]LUDQRJSRVUHGRYDQMDXSXWRYDQMX
=DHFLRUJDQL]LUDQRJSRVUHGRYDQMDXSXWRYDQMX 1DVWDQDNLUD]YRMRUJDQL]LUDQRJSRVUHGRYDQMDXVYLMHWX
7KRPDV&RRN otac organiziranih putovanja . . . . . . . . . . . Cook and Son poslije Thomasa Cooka . . . . . . . . . . . . . . . .
3UHJOHGQDVWDQNDLUD]YRMDSXWQLNLKDJHQFLMDLXUHGDXVYLMHWX 1DVWDQDNLUD]YRMWXULVWLNLKDJHQFLMDX+UYDWVNRM 5D]GREOMHGRJRGLQH 5D]GREOMHRGGRJRGLQH 5D]GREOMHRGGRJRGLQH 1DVWDQDNLUD]YRMKUYDWVNLKWXURSHUDWRUD
1.4. DrutvenoHNRQRPVNLNRULMHQLL]DNRQLWRVWLSRMDYHLUD]YRMDWXUL]PDL
WXULVWLNLKDJHQFLMD
3RMDYDLUD]YRMWXUL]PDNDRRGUD]RSHJGUXWYHQRHNRQRPVNRJ
UD]YRMD
2GQRVL]PH XJRVSRGDUVWYDLWXUL]PD 5D]YRMWXUL]PDNDRVRFLRNXOWXUQRJIHQRPHQD 7XULVWLNHIXQNFLMH i ponaanje turista . . . . . . . . . . . . . . . . . . . . . . D$QDOLWLNRRGUH HQMHSRMPDWXULVW E'LPHQ]LMHWXULVWLNHIXQNFLMH 0RWLYDFLMD]DSXWRYDQMHWXULVWLNDPRWLYDFLMD 3ULSUHPH]DSXWRYDQMHGRLYOMDMLWXULVWDLGRPDLQDXYMHW
uspjenosti razvoja turizma . . . . . . . . . . . . . . . . . . . .
0-(672,8/2*$785,67,.,+$*(1&,-$,78523(5$725$1$785,67,.2075,78
'HILQLUDQMHSRVUHGQLNDQDWXULVWLNRPWULWX
3RMPRYQRGHILQLUDQMHPMHVWDLXORJHYHOHSRVUHGQLNDQDWULWX 'HILQLUDQMHWXULVWLNRJSRVUHGRYDQMD 3RMDYDLGHILQLUDQMHWXURSHUDWRUD (NRQRPVNLLSUDYQLVWDWXVWXULVWLNHDJHQFLMH D8VOXJHNDRHNRQRPVNDGREUD E'HILQLUDQMHPMHVWDLXORJHSXWQLNHDJHQFLMH
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F3UDYQLVWDWXVWXULVWLNHDJHQFLMH 3RMPRYQDLIXQNFLRQDOQDUD]OLNDL]PH XWXULVWLNHDJHQFLMHL
WXURSHUDWRUD
)XQNFLMHWXULVWLNHDJHQFLMHLWXURSHUDWRUDQDWXULVWLNRPWULWX
)XQNFLMHWXULVWLNLKDJHQFLMDQDWXULVWLNRPWULWX 3RVUHGRYDQMHWXULVWLNLKDJHQFLMDXSURGDMLSXWQLKNDUDWD 3RVUHGRYDQMHWXULVWLNLKDJHQFLMDXSULEDYOMDQMXRVWDOLKXVOXJDQD]DKWMHYNOLMHQDWD
3RVUHGRYDQMHWXULVWLNLKDJHQFLMDXSURGDMLDUDQPDQD]DUDXQWXURSHUDWRUD
3RVUHGRYDQMHWXULVWLNLKDJHQFLMDXNUHLUDQMXXVOXJDSRQDUXGELNOLMHQDWD
7XULVWLNLDUDQPDQNDRYODVWLWLSURL]YRGWXULVWLNHDJHQFLMH )XQNFLMHWXURSHUDWRUDQDWXULVWLNRPWULWX
)RUPLUDQMHSDNHWDUDQPDQD D'HILQLUDQMHSRMPDSDNHWDUDQPDQD E7ULQDNRQFHSFLMDWXURSHUDWRUDNDRQRVLWHOMDSDNHWDUDQPDQD
F3URFHVIRUPLUDQMDSDNHWDUDQPDQD 3URGDMDSDNHWDUDQPDQD
D 6SHFLILQRVWLSURGDMHWXULVWLNLKSURL]YRGDSDNHWDUDQPDQD
E2UJDQL]DFLMDLNDQDOLSURGDMHSDNHWDUDQPDQD F2UJDQL]DFLMDRSHUDWLYHSURGDMHSDNHWDUDQPDQD 3URPRFLMDSDNHWDUDQPDQD D0MHVWRL]DGDFLSURPRFLMHXPDUNHWLQJXWXURSHUDWRUD E2GQRVSURGDMHSUHPDSURPRFLMLSURGDMQRJSUHPDSURPRWLYQRPRVREOMX
F&LOMHYLLVUHGVWYDSURPRFLMHSDNHWDUDQPDQD =DWLWDWXULVWLNLKSRWURDD DPotrebe zatite . . . . . . . . . . . . . . . . . . . . . . . . . . . . EIzgradnja sustava zatite . . . . . . . . . . . . . . . . . . . . . . . . . . . F=DWLWDWXULVWLNLKSRWURDDXIXQNFLMLSURGDMHSDNHWDUDQPDQD
9UVWHWXULVWLNLKDJHQFLMDLWXURSHUDWRUD
9UVWHLNULWHULMLSRGMHODWXULVWLNLKDJHQFLMD .ULWHULMLLSRWUHEDSRGMHODWXULVWLNLKDJHQFLMD 9UVWHWXULVWLNLKDJHQFLMD
7XULVWLNDDJHQFLMDPH XQDURGQRJQDFLRQDOQRJUHJLRQDOQRJLORNDOQRJ]QDHQMD
(PLWLYQHLUHFHSWLYQHWXULVWLNHDJHQFLMH 6DPRVWDOQHL]DYLVQHWXULVWLNHDJHQFLMH 3RMHGLQDQHLVORHQHWXULVWLNHDJHQFLMH .RPHUFLMDOQHLQHNRPHUFLMDOQHWXULVWLNHDJHQFLMH 7XULVWLNHDJHQFLMHSUHPD=DNRQXRWXULVWLNRMGMHODWQRVWL
9UVWHLNULWHULMLSRGMHOHWXURSHUDWRUD .ULWHULMLSRGMHOHWXURSHUDWRUD 9UVWHWXURSHUDWRUD 6DPRVWDOQLL]DYLVQLWXURSHUDWRUL 9HOLNLVUHGQMLLPDOLWXURSHUDWRUL 7XURSHUDWRUL]DGRPDHLVWUDQRWULWH 8QLYHU]DOQLWXURSHUDWRUL 7XURSHUDWRULVSHFLMDOLVWL]DDNWLYDQRGPRU
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7XURSHUDWRULVSHFLMDOLVWL]DRGUH HQHGHVWLQDFLMH 7XURSHUDWRULVSHFLMDOLVWL]DRGUH HQHGREQHVNXSLQH
75,1$0$5.(7,1*.21&(3&,-$326/29$1-$785,67,.,+$*(1&,-$,78523(5$725$
3ULVWXSVXYUHPHQRPWULQRPSRVORYDQMXWXULVWLNLKDJHQFLMDL
WXURSHUDWRUD
3RWUHEHSRWUDQMDLSRQDDQMHSRWURDDWXULVWD
0RWLYLHOMHLSRWUHEHSRWURDDWXULVWD D3RMDPPRWLYDHOMDLSRWUHEDSRWURDDWXULVWD E9UVWHSRWUHED
E 9UVWHSRWUHEDSUHPDNODVLILNDFLML$+0DVORZD E 9UVWHSRWUHEDSUHPDNODVLILNDFLML1=YRQDUHYLD F$OLMHQDFLMDLSRWUHEH
F ,]YRULDOLMHQDFLMH F 2VMHDMQLL]UD]LDOLMHQDFLMH G7XULVWLNHSRWUHEHXEXGXQRVWL 7XULVWLNDSRWUDQMD
3RMDPLPMHULODSRWUDQMH D=QDHQMHSRWUDQMH EWRSRGUD]XPLMHYDPRSRGSRMPRPSRWUDQMH" F.RMDVXPMHULODSRWUDQMH" G.RMDWULWDPMHULPR" H.DNRVHPMHULSRWUDQMD" 2VQRYHIRUPLUDQMDWXULVWLNHSRWUDQMH 2VQRYQHNDUDNWHULVWLNHWXULVWLNHSRWUDQMH D3URVWRUQDRGYRMHQRVWSRWUDQMHRGSRQXGH E5D]QRYUVQRVWSRWUDQMH F(ODVWLQRVWSRWUDQMH G6H]RQDOQRVWWXULVWLNHSRWUDQMH )DNWRULWXULVWLNHSRWUDQMH DPonaanje turista SRWURDD
D ) Motiviranje ponaanja turista . . . . . . . . . . . . . . . . . . . . . D 2VQRYQLLQLRFLNRMLXWMHXQDSRQDDQMHWXULVWDSRWURDD
.XOWXUQLLQLRFL 'UXWYHQLLQLRFL 2VREQLLQLRFL 3VLKRORNLLQLRFL 0RWLYDFLMD 3HUFHSFLMD 8HQMH 8YMHUHQMHLVWDYRYL E&LMHQHWXULVWLNLKGREDUDLGRKRGDNWXULVWDNDRIDNWRULSRWUDQMH
8WMHFDMWXURSHUDWRUDQDUD]YRMWXULVWLNHSRWUDQMH 3URPMHQDWXULVWLNHSRWUDQMHSRGXWMHFDMHPWXURSHUDWRUD 8VPMHUDYDQMHWXULVWLNHSRWUDQMHSRGXWMHFDMHPWXURSHUDWRUD Promjene ponaanja turista pod utjecaMHPWXURSHUDWRUD
3RQXGDWXULVWLNLKDJHQFLMDLWXURSHUDWRUD
3RLPDQMHWXULVWLNHSRQXGHLSUHWSRVWDYNH]DIRUPLUDQMHWXULVWLNHSRQXGH
D3RLPDQMHWXULVWLNHSRQXGH
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E7HPHOMQHSUHWSRVWDYNHXIRUPLUDQMXWXULVWLNHSRQXGH ,VWUDLYDQMHWULWD]DSRWUHEHPDUNHWLQJD
D ,VWUDLYDQMHWULWD]DSRWUHEHQRYRJLLQRYLUDQMDSRVWRMHHJSURL]YRGD
EMarketinki informacijski sustav (MIS) . . . . . . . . . . . . . . . . . 3RQXGDWXULVWLNLKSURL]YRGDLXVOXJD
Marketinko poimanje turistiNRJSURL]YRGD 7XULVWLNLDUDQPDQNDRWHPHOMQLWXULVWLNLSURL]YRGWXULVWLNHDJHQFLMHLWXURSHUDWRUD
D'HILQLUDQMHWXULVWLNRJDUDQPDQDNDRWXULVWLNRJ SURL]YRGD
E3URFHVUD]YRMDWXULVWLNRJDUDQPDQD F0DUNHWLQJVWUDWHJLMDGLIHUHQFLUDQMDWXULVWLNLKDUDQPDQD G.ULWHULMLSRGMHOHWXULVWLNRJDUDQPDQD
9UVWHWXULVWLNLKDUDQPDQD 1DUXHQLLUDVSLVDQLWXULVWLNLDUDQPDQ $NFLMVNLWXULVWLNLDUDQPDQL %RUDYLQLWXULVWLNLDUDQPDQ ,7DUDQPDQ Incentive WXULVWLNLDUDQPDQ ,]OHWLNDRWXULVWLNLDUDQPDQL 6WXGLMVNLWXULVWLNLDUDQPDQL $ILQLWHWQLWXULVWLNLDUDQPDQL
,]YUHQMHLREUDXQWXULVWLNLKDUDQPDQD 9DQRVWQDLQDL]YUHQMDWXULVWLNRJDUDQPDQD D3ULSUHPQDID]DWXULVWLNRJDUDQPDQD E,]YUQDID]DWXULVWLNRJDUDQPDQD 2EUDGDWXULVWLNRJDUDQPDQD ,]ERUGHVWLQDFLMH Izrada programa ljetovanja Vodice 2000 . . . . . . . . . . . . 8JRYDUDQMHSULMHYR]D Ugovaranje smjetaja i prehrane . . . . . . . . . . . . . . . . . . . . 2EUDXQFLMHQHDUDQPDQD Ugovaranje ljetovanja Vodice 2000 . . . . . . . . . . . . . . . . ,]YUHQMHDUDQPDQD .RQDQLREUDXQDUDQPDQD
5D]YRMWXULVWLNLKSDNHWDUDQPDQDLWXURSHUDWRUD 7HPHOMQLSUREOHPLUD]YRMDWXUL]PD 9UHPHQVNLUD]YRMWULWDSDNHWDUDQPDQDLWXURSHUDWRUD D%ULWDQVNRWULWH E1MHPDNRWULWH 0MHVWRYRGHLKWXURSHUDWRUDQDWULWXSDNHWDUDQPDQD
&LMHQHWXULVWLNLKSURL]YRGDLXVOXJD
0DUNHWLQNLSULVWXSYULMHGQRVWLWXULVWLNLKSURL]YRGDLXVOXJD 0DUNHWLQNLSULVWXSIRUPLUDQMXFLMHQDWXULVWLNLKSURL]YRGDLXVOXJD
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3URGDMDWXULVWLNLKSURL]YRGDLXVOXJD
3URGDMQLVSOHWPL[ (YLGHQWLUDQMHSURGDMHEXNLQJ 0DUNHWLQNDSRGUNDSURGDMLWXULVWLNLKDUDQPDQD
.DWDORJDUDQPDQDNDRSURGDMQRSURPRWLYQRVUHGVWYR
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3ULPMHQDVXYUHPHQLKVUHGVWDYDSURGDMHXSRVORYDQMXWXULVWLNLKDJHQFLMDLWXURSHUDWRUD
D2GXVPHQHSUHGDMHGRLQWHUQHWD E.RULWHQMHYLGHRND]HWDL&'XSURGDMLWXULVWLNLK
DUDQPDQD
F.RULWHQMHHNUDQVNHWHKQLNHXSURGDMLWXULVWLNLK
DUDQPDQD
G.RULWHQMHLQWHUQHWDXSURGDMLWXULVWLNLKDUDQPDQD 3HUVSHNWLYHWXULVWLNHDJHQFLMHXSURGDMLWXULVWLNLKDJHQFLMDXXYMHWLPDVYMHWVNHWXULVWLNHJOREDOL]DFLMHLLQWHUQHWD
3URPRFLMDWXULVWLNHDJHQFLMHLWXURSHUDWRUD
2VQRYHLSRWUHEH]DWULQLPNRPXQLFLUDQMHP =QDHQMHPDUNHSURL]YRGDLLPLGDWXULVWLNHDJHQFLMHLWXURSHUDWRUD
=QDHQMHHNRQRPVNHSURSDJDQGH =QDHQMHXQDSUH HQMDSURGDMH =QDHQMHRGQRVDVMDYQRXLSXEOLFLWHWD =QDHQMHRVREQHSURGDMH
/,7(5$785$ 3RSLVWDEOLFDVOLNDGLMDJUDPDJUDILNRQDVKHPDLSULND]D
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3*DUGLMDQ7XULVWLNHDJHQFLMHLWXURSHUDWRUL
892'
1DNULDQMXVPRGUXJRJ L WUHHJPLOHQLMD=DVHVWROMHHNDHGDMHVWROMHHWXUL]PDXNRMHPMHWXUL]DPSUHUDVWDRL]]QDWLHOMHL]DEDYHERJDWLKXPDVRYQXOMXGVNXSRWUHEX
8 WXUL]PX MH RYMHN VXEMHNW L REMHNW SRNUHWD FLOM L SUHGPHW WXULVWLNHDNWLYQRVWL RQDM NRML UDGL L ]D NRJD VH UDGL 7XUL]DP ]DWR ]DKWLMHYD YUOR VORHQLQWHUGLVFLSOLQDUDQ SULVWXS X LVWUDLYDQMX WXULVWLNLK SRWUHED L UHDOL]DFLML WXULVWLNLKSURJUDPDNRMLPDWUHED]DGRYROMLWLLVND]DQHSRWUHEH
,VWUDLYDWL WXUL]DP LVWUDLYDWL RYMHND JRVWD L GRPDLQD VWDOQR LSULYUHPHQR SUHELYDOLWH L LYL REMHNW WXUL]PD WXULVWD QHPRJXH MH EH] EURMQLKznanosti kao to su sociologija, psihologija, antropologija, medicina, povijest, JHRJUDILMD HNRORJLMD SUDYRPDUNHWLQJDUKLWHNWXUDJUD HYLQDUVWYRHNRQRPLMD LGUXJR
7XUL]DPMHL]QLPQRDWUDNWLYQDDOLLVORHQDLRGJRYRUQDOMXGVNDDNWLYQRVW]DWR WR VH UDGL R RGQRVX RYMHND SUHPD RYMHNX OLFHP X OLFH 1HSDQMDQHPDU QHRGJRYRUQRVW L]YULWHOMD L GRPDLQD X QDMLUHP VPLVOX ULMHL NDRSRVOMHGLFX PRH LPDWL QH]DGRYROMVWYR WXULVWD QMHJRYR UD]RDUDQMH L RGOXNXnikad vie u tu agenciju, u to mjesto ili jo gore, nikad vie u tu zemlju.
.QMLJDMHSLVDQDNDR,GLRXGEHQLND]DVWXGHQWHL]NROHJLMD0HQDGPHQWWXULVWLNLK DJHQFLMD L WXURSHUDWRUD. Prilikom pisanja nastojalo se pisati to MHGQRVWDYQLMH UD]XPOMLYLMH L ]DQLPOMLYLMH D GD VH LVWRYUHPHQR LVNDH VORHQRVWSRVORYDQMD WXULVWLNH DJHQFLMH L WXURSHUDWRUD NUR] SRYLMHVW VDGDQMRVW LEXGXQRVW
6OLMHGRP WDNYD SULVWXSD WHPDWLND , GLMHOD XGEHQLND SRGLMHOMHQD MH X WULSRJODYOMD
3RMDYDXYMHWLQDVWDQNDLUD]YRMWXULVWLNLKDJHQFLMDLWXURSHUDWRUD 0MHVWRLXORJDWXULVWLNLKDJHQFLMDLWXURSHUDWRUDQDWXULVWLNRPWULWX
L 7ULQD PDUNHWLQND NRQFHSFLMD SRVORYDQMD WXULVWLNLK DJHQFLMD L
WXURSHUDWRUD
3RMDYDXYMHWLQDVWDQNDLUD]YRMWXULVWLNHDJHQFLMHLWXURSHUDWRUD
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smjetaja i sigurnosti putnika.
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3*DUGLMDQ7XULVWLNHDJHQFLMHLWXURSHUDWRUL
2VDPVWROMHDUDWRYDQMDLSXVWRHQMDQDNRQSURSDVWL5LPVNRJ&DUVWYDunazadili su gospodarski i drutveni razvoj u Europi. Smirivanje sukoba i VPDQMHQMH UDWRYD GRYRGL GR RLYOMDYDQMD UD]PMHQH UREH L ]QDQMD 3RQRYQR VHJUDGHSXWHYLXYRGHVHNRLMHDSXWXMXWUJRYFLYLWH]RYLSURSRYMHGQLFLVWXGHQWLLpustolovi. Razvija se pronalazatvo, umjetnost, kultura i filozofija. Dolazi do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to za putovanje nudi paket usluga na jednom mjestu dao je putovanju QRYRHNRQRPVNR]QDHQMHXSRWUHEQXYULMHGQRVW(3) to je kao posrednik LQRYDWRUVWYRULRQRYHNXSFHQRYHSURL]YRGHWULWHFLOMVYDNHJRVSRGDUVNHDNWLYQRVWLLWRMHVWYRULRSXWQLNXDJHQFLMXSUHWKRGQLFXVXYUHPHQLKWXULVWLNLKDJHQFLMD
L WXURSHUDWRUD GDR MH RJURPDQGRSULQRV UD]YRMX WXUL]PDXsvijetu i poduzetnitva uWXUL]PX
7XUL]DP VH RPDVRYOMXMH NDR RGUD] RSHJ EU]RJ GUXWYHQRJ LHNRQRPVNRJUD]YRMDSULMHVYHJDVORERGQRJYUHPHQDLUDVSRORLYRJGRKRWNDWHpromijenjenih fiziolokih i sociokulturnih potreba ljudi. RYMHN GDQDV SXWXMH GD EL VH NUHWDR UD]JOHGDYDRodmarao, oputao, XSR]QDYDR LJUDR]DEDYOMDRUHNUHLUDRGUXLRELRVDPVRERPELR]GUDYLMLUDGLHOMH ]DSUHVWLRPVWDWXVRPVODYRPYDQRXGRVWRMDQVWYRPQH]DYLVQRXVORERGRP SRWRYDQMHP GD EL ]DGRYROMLR SRWUHEX ]D LVWUDLYDQMHP ]QDQMHP LUD]XPLMHYDQMHP]DOMHSRWRPLGUXJLP0MHVWRLXORJDWXULVWLNHDJHQFLMHLWXURSHUDWRUDQDWXULVWLNRPWULWX
*RVSRGDUVND SRYLMHVW ELOMHL VWDOQL UD]YRM GUXWYHQH L WHKQLNH SRGMHOH
rada, koje su sve vie udaljavale proizvodnju od potronje kao krajnjLK SRORYDGUXWYHQHUHSURGXNFLMH=DSRVOMHGLFXWRJD LOL]DKYDOMXMXL WRPHLPDPRVQDDQUD]YRM IXQNFLMD UD]PMHQH UREH L XVOXJD 0H X QMLPD VH RGYLMDR L SURFHVSUHREUDDMD SXWQLNLK X WXULVWLNH DJHQFLMH WH SURFHV QDVWDQND L UD]YRMDWXURSHUDWRUD 1DVWDOL QD ILOR]RILML YHOLNLK EURMHYD RGQRVQR YHOLNRJ SURPHWD L YHOLNRJopsega poslovanja, turoperatori daju ogroman doprinos irenju masovnog
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3*DUGLMDQ7XULVWLNHDJHQFLMHLWXURSHUDWRUL
WXUL]PDQDVYH]HPOMHLNUDMHYHVYLMHWD7XURSHUDWRULLWXUL]DPSRVWDMXVDVWDYQLPGLMHORPSURFHVDVYMHWVNHJOREDOL]DFLMH
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Zato je tako bitna primjena marketinga u tuUL]PX"2SHMHSR]QDWRGD]DVXYUHPHQHSRWURDHQLMHGRYROMQRLPDWLGREDUSURL]YRGVSULYODQLPFLMHQDPDLGRVWXSDQ QD GRKYDW UXNH SRWURDLPD 6XYUHPHQL SRWURD WUDL YLH WUDLSURL]YRGH VPDUNRP SR]QDWRJ SURL]YR DD SULODJR HQRJ SR NDUDNWHULVWLNDPDNYDOLWHWL VWLOX SDNLUDQMX YHOLLQL GRGDWQLP XVOXJDPD L JDUDQFLMDPD WUDLSURL]YRGHNRMLPDMHNRPXQLNDFLMVNDWHKQRORJLMDGDODSURL]YHODQRYDRELOMHMDQRYHYHHYULMHGQRVWL]DWRWRWLSURL]YRGLSUXDMXYHD]DGRYROMVWYDLSRVWDMXvie trDHQL
)LOR]RILMD PDUNHWLQJD RVWYDUXMH VH ]DGRYROMDYDQMHP SRWUHED SRWURDDefikasnim koritenjem sredstava marketinkog spleta (mixa) SURL]YRGD
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cijene, distribucije, promocije i dodatnih usluga. Zato to marketing proizvodu daje viedimenzionalnu NRULVQRVW SULODJR HQX IL]LRORNLP VRFLRORNLPSVLKRORNLP L GUXJLP SRWUHEDPD FLOMDQRJ SRWURDD WLPH RPRJXXMH GD VH QDWULWX RVWYDUXMH YHD YULMHGQRVW L YHL SURPHW 'REDU SRND]DWHOM SUDNWLQHsnage marketinga je primjer Coca&ROH LMH VX FLMHQH ]QDDMQR YLH RGkonkurentskih Cola, a prodaje neuporedivo vie svojih proizvoda. Pitanje ]DWR"5D]OLNDXNYDOLWHWLVLJXUQRQLMHWROLNRSXWDYHD
Gospodarska povijest i suvremena praksa pokazuju nam to je svijet SRVWDMDR ERJDWLML GD MH L WULQD PDrketinka) orijentacija gospodarstva SRVWRMDOD VYH L]UDHQLMD .RPXQLFLUDQMH X WRPH LPD SRVHEQR ]QDHQMH 7Rpokazuju dananja ulaganja od 500 milijardi dolara za komuniciranje u svijetu. Marketinko komuniciranje u suvremenu svijetu masmedija, mobilne telHIRQLMH LLQWHUQHWD SRVWDMH NXOWXUD VYDNRGQHYLFH L XYMHW SRVORYQRJ XVSMHKD EXVLQHVDVYDNRJSRGX]HDSDLWXULVWLNHDJHQFLMHLWXURSHUDWRUD
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6YRMLP MH SRULMHNORP RYMHN SULPDW SUDRYMHN PDMPXQ NRML MH QDSRHWNX SULMH QHNROLNR PLOLMXQD JRGLQD EUDR YRH VDNXSOMDR SORGRYH GD ELNDVQLMH X WUDHQMX KUDQH X ERUEL ]D RSVWDQDN SRVWDR ORYDF , GRN MH WUDLRSORGRYH YRD SUDRYMHN MH ELR SULQX HQSUHWUDLYDWL XPRYLWD SRGUXMD X EOL]LQLERUDYLWD/RYDNLQDLQLYRWDPXNDUFHORYFHRGYRGLL]VYRMLKED]DXNRMHVHYUDDMXVXORYOMHQLPLYRWLQMDPD,VWRGREQRHQDLGMHFDVNXSOMDMXKUDQXXSDMXNRULMHQMHEHUXOMXVNDVWHLERELDVWHSORGRYHXEOL]LQLGRPDHED]H
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, O. Kerovani, Rijeka, 1984, str. 20.
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8(QJOHVNRM MHJRVQRYDQRSXWQLNRXGUXHQMHSRGQD]LYRP7KHPolytechnic Tour iz kojeg je kDVQLMH QDVWDOD SXWQLND DJHQFLMD 3RO\NHFKHUH
Engleska je u tom pogledu imala pred ostalim europskim zemljama prednost od nekoliko -1919"A 7 8 9.*x;"6.)A 8 F17 8 9"/1F9*G6*7 91"2 9R6* . .G"2 92)7 ."95"WI8 9*7 L15QW /1F"1 6*51 .)A L17 Y""-*G)/1 8 9Ut9
financijska sredstva, postavi tako prvi moderni turist. Antunac I., 1) ?"m%")("!("tK) %1(" #&*
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*RGLne 1881. u Londonu je osnovana agencija Frames Tours Ltd., koja NDRYODVQLNEURMQLKKRWHODRUJDQL]LUDUD]JOHGDYDQMH/RQGRQD
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Uz psiholoko djelovanje romantizma i pomodarstva, razvoju francuskog VH]RQVNRJ PLJUDFLMVNRJ SRNUHWD SRVHEDQ SULORJ GDMX UD]YLMHQH PUHH FHVWD LHOMH]QLNLK SUXJD NRMLK MH J ELOR NP 8]D VYH WR L V QDMYHLPEURMHP VSDYDLK YDJRQD X (XURSL )UDQFXVND NUDMHP VWROMHD SRVWDMHQDMUD]YLMHQLMDUHFHSWLYQDWXULVWLND]HPOMDXVYLMHWX
3UHPD &RRNRYX X]RUX )UDQFXVND MH X SRVORYDQMH XYHOD SUYX WXULVWLNXagenciju 1873.g. u Lyonu pod nazivom Agence Lubin. Ona je svoje poslovanje EU]R SURLULOD X PQRJLP JUDGRYLPD )UDQFXVNH 3UYD SXWQLND DJHQFLMD VDsjeditem u Parizu Grand Voyages Georges les Bourgeois oVQRYDQD MH WHN1898.g. Kasnije su se razvile velike agencije kao to su: Havas Tourisme, Wagono Lts., Bureaux de Tourisme SNCF i druge.
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