Vpliv podobe na nakup turistične storitve

Binter, Urška

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Title:	Vpliv podobe na nakup turistične storitve
Authors:	ID Binter, Urška (Author) ID Ferjan, Marko (Mentor) More about this mentor...
Files:	MAG_Binter_Urska_2016.pdf (1,79 MB) MD5: 140EE451B40AFB11DED02E9DB6439120
Language:	Slovenian
Work type:	Master's thesis/paper
Organization:	FOV - Faculty of Organizational Sciences in Kranj
Abstract:	V magistrskem smo raziskovali vpliv imidža in marketinškega spleta na obseg prodaje turističnega produkta Bleda. Bled je ena izmed najbolj prepoznavnih turističnih znamenitosti Slovenije, zato je smiselno preveriti, kako uspešno je trženje unikatne destinacije. Zasnova magistrskega dela temelji na teoretičnem in raziskovalnem delu. Prvi del povezuje teorijo turizma, prakso razvoja turistične destinacije, predstavi trženjske pristope za vzpostavite imidža destinacije in nakupno pot potrošnika. Nato je predstavljena turistična destinacija Bled, posebnosti njegovega blejskega imidža in trženja te destinacije. Namen naše raziskave je bil ugotoviti, kako partnerji Bleda ocenjujejo dimenzije imidža in marketinškega spleta. Zanimalo nas je tudi, kako velik je vpliv imidža in marketinga na obseg prodaje nočitev. Raziskovali smo štiri dimenzije imidža ter njihovo odvisnost od obsega prodaje: zaznano unikatnost celotne podobe, zaznano unikatnost znamenitosti, kakovost okolja, percepcijo varnosti. Nadalje smo iskali povezavo med obsegom prodaje in petimi dimenzijami marketinškega spleta, ki so: zaznana kakovost produkta, percepcija cene storitev, percepcija načina prodaje Bleda, percepcija uporabljenih kanalov promocije Bleda, percepcija domačinov. Zanimala nas je še korelacija med obstoječo pozitivno izkušnjo o Sloveniji in obsegom prodaje. Anketirali smo 400 sprejemnih agencij, tuje večje organizatorje potovanj, združenja ali potovalne agencije, ki prodajajo produkt Bleda. Vrnjenih smo dobili 235 enot, od tega jih je 164 dokončalo anketo. Anketiranci prihajajo iz 30 držav vsega sveta. Kolikor nam je poznano, je to prva tovrstna raziskava za turistično destinacijo Bled. Anketiranci izmed vseh postavk najvišje rangirajo varnost Bleda. Ta postavka ima najvišjo aritmetično sredino in najnižjo standardno deviacijo. Najnižjo oceno so anketiranci namenili prometu. Zelo nizko je ocenjena tolerantnost do drugih religij, zelo zaskrbljujoča pa je slaba ocena kakovosti storitev, saj je ta ključen element turistične ponudbe. Statistične ugotovitve ne nakazujejo povezanosti med neodvisnimi spremenljivkami (“imidž,” “marketinški splet”) in odvisno spremenljivko (obseg prodaje), kar pa še ne pomeni, da je temu res tako.
Keywords:	imidž destinacije, unikatnost znamenitosti, tržni pristopi, menedžment destinacije
Place of publishing:	Maribor
Year of publishing:	2016
PID:	20.500.12556/DKUM-61391
COBISS.SI-ID:	7799827
NUK URN:	URN:SI:UM:DK:U0FZD8HQ
Publication date in DKUM:	18.10.2016
Views:	2038
Downloads:	461
Metadata:
Categories:	FOV
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Secondary language

Language:	English
Title:	The impact of image on consumer purchase of tourism services
Abstract:	We were interested in evaluating the influence of image and marketing mix on the sales of Bled as a tourist product. Bled is one of the most renown tourist attractions of Slovenia, therefore it is interesting to see how successful is the sales of a unique destination. The thesis comprises of the theoretical and the research part. First we introduce the theory of tourism, tourist destination development, destination image marketing approaches, as well as the purchase path of a consumer. The tourist destination of Bled with its image and marketing specifics is also presented. The aim of the research was to find out how business partners from the field of tourism estimate the dimensions of Bled's image and the marketing mix used to promote Bled. Four dimensions of image were researched: perceived uniqueness of complete image, perceived uniqueness of attractions, and perceived quality of the environment, perceived feeling of safety. Further on we were looking for connection among sales and the marketing mix dimensions: perceived quality of products, perceived price of services, perceived manner of promotional sales, perception of promotional channels and perception of locals. We wanted to check the correlation between a positive experience of Slovenia and the scope of sales. The survey was given to 400 incoming agencies, foreign tour operators, tourist agencies and associations that promote the product of Bled. 235 units were received, 164 of them finished the survey completely. The respondents come from 30 countries from all over the world. According to available information the analysis can be regarded as the first research of the tourist destination Bled performed in this manner and scope. Safety at Bled is rated highest, has the highest arithmetic mean and the lowest standard deviation. The lowest ranking is linked to traffic and tolerance towards other religions. It is alarming to find the service quality, as the core of tourism business, during the main season poorly rated. Statistical findings do not prove any dependence among the independent variables (“image” and “marketing mix”) and the dependent variable (scope of sales). Such results of the tests do not necessarily imply that this can be regarded as a fact.
Keywords:	destination image, uniqueness of a tourist attraction, marketing and sales approaches, destination management

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