20.500.12556/DKUM-63476 CILJNI STRATEŠKI MARKETING ZA SLOVENSKE TURISTIČNE PRODUKTE V ITALIJI STRATEGIC TARGET MARKETING FOR SLOVENIAN TOURISM PRODUCTS IN ITALY Turizem je pomembna gospodarska panoga. Vsako leto Slovenijo obišče veliko število turistov in prav italijansko tržiče predstavlja eno izmed najpomembnejših tržišč. Delež italijanskih gostov namreč vsako leto narašča, veliko zaslug pa imajo za to kakovostni in ugodni turistični proizvodi. Turistični proizvod pa ni le ena storitev, marveč je to skupek več delnih proizvodov, ki jih ponuja na tržišču turistično podjetje bodisi agencija, hotelska veriga ali tour operater. Na trgu se srečujeta ponudba in povpraševanje, slednje je precej sezonskega značaja. Vsako tržno usmerjeno podjetje mora imeti izdelan marketinški načrt, katerega del je tudi SWOT analiza, s katero ugotovi prednosti, slabosti, grožnje in priložnosti. Pri tem mora potekati ustrezen komunikacijski proces s poslovnimi partnerji. V marketinškem procesu so pomembni trije koraki: segmentiranje (komu je produkt namenjen), pozicioniranje in ciljno trženje z uspešnimi promocijskimi aktivnostmi, bodisi je to oglaševanje, direktna prodaja, uporaba sodobne tehnologije in podobno. V raziskavi smo postavili vprašanja, ki se nanašajo na uspešnost marketinške strategije slovenskih turističnih produktov na italijanskem tržišču ter na sredstva, ki jih partnerji vlagajo v promocijske aktivnosti. Želeli smo izvedeti ali so pri promocijskih aktivnostih slovenskih proizvodov uspešni, koliko so le-ti že prepoznavni in kako bi lahko še izboljšali njihovo prodajo. Veliko je trenutno odvisno tudi od same politične situacije v Evropi in zagotovitve občutka varnosti potencialnim gostom, med varne države pa prav gotovo sodi Slovenija. Tourism has an important role in the economy of the country. Every year, lot of visitors discover Slovenia and its beauty and the Italian market is one of the most important market. The number of Italian visitors is constantly increasing and and a quality and sucessfull tourist products have an important role on it. A tourist product is not just one service but a complex of many half services put togheter and sell by travel companies, agencies, tour operator or hotel chains. The demand and the offer meet together on the market place, but they are very seasonable. Every company, focused on strategic target market, needs a good marketing plan, which includes a swot analysis with which they can find out possible threats, opportunities, strength they might have and possibilities on the market. The communication process is important for a good marketing strategy. Three steps are important in a marketing plan: segmentation (target groups), positioning and targent marketing with successful promotional activites such as direct selling, advertising, internet advertising and using of modern communication technologies. In this research we create a questionary for our business partner - travel agent, who are selling and advertising slovenian tourist products on the italian market. We want to find out the how they see the promotional acitities and how sucessfull in the selling of Slovenian tourist products. The European politics and migrant crisis has influenced in some decisions and promotional activites, but we need to focused at this moment to guarantee safety to potencial guests and closure of the destionation (instead of long journeys they might opt for short, close destinations), which Slovenia is indeed. Turizem turistični produkt italijansko ciljno tržišče promocijske aktivnosti strateški marketing Communication communication challenges international missions crisis areas true true false Slovenski jezik Angleški jezik Diplomsko delo/naloga 2016-09-12 09:26:42 2016-10-10 09:33:22 2022-07-02 03:07:38 2019-07-11 13:29:12 2016 0 Maribor 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 7755539 URN:SI:UM:DK:258XOB8K UN_Sircelj_Igor_2016.pdf UN_Sircelj_Igor_2016.pdf 1 2EF605D1FA19695119DA05070F7ACDCA bebb12cf75807728fdf078ad52a604cf773b5f88da1fb5f7a308fe8aaff0f0a1 68c4b823-7c0d-11eb-bb7a-00155d0001ca https://dk.um.si/Dokument.php?lang=slv&id=103755 Fakulteta za organizacijske vede 0 0 0