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Naslov:Synergies in marketing management in camping tourism on the Slovenian Adriatic coast
Avtorji:Bojnec, Štefan (Avtor)
Drakulić, Martina (Avtor)
Datoteke:URL http://ijsr.umcs.lublin.pl/wp-content/uploads/2012/05/IJSR_2012_Vol_001_No_001.pdf
 
Jezik:Angleški jezik
Vrsta gradiva:Delo ni kategorizirano
Tipologija:1.01 - Izvirni znanstveni članek
Organizacija:FM - Fakulteta za management
Opis:Purpose - The purpose is to investigate synergies in marketing management in camping tourism to properly understand the perceived client behaviour. Design/methodology/approach - Camping tourism is investigated by using secondary data and the perceived client behaviour by using the primary collected evidence from the interviews and surveys. Findings - The popularity of camping tourism in Slovenia is increasing among foreign tourists. Camping tourism is more significant in accommodation capacities than in overnight stays due to lower utilization rates of the camping tourism capacities. The word-of-mouth is the most significant single factor of marketing and customer relationship management, whereas natural attractions are an important motivation factor for tourist visits. Research limitations/implications - There is a need for updating and repeating the research by using more sophisticated methods of data analysis to include the periods of economic growth and economic recession. Practical implications - The research results indicate the main trends, and the idea on the synergies in marketing management can be used for design of advertising and promotion towards targeting potential and specific consumers and marketing niches in the tourism industry. Originality/value - The primary survey data are used to identify seasonal factors of tourist camp supplies and demands and the underdeveloped secondary tourist infrastructure with a lack of more targeted marketing and customer relationship management towards segmented tourist niche markets.
Ključne besede:synergy, marketing management, camping tourism, advertising, Slovenia
Leto izida:2012
Št. strani:str. 77-87
Številčenje:Vol. 1, no. 1
UDK:338.48:659(497.7)
COBISS_ID:4346071 Povezava se odpre v novem oknu
Število ogledov:1754
Število prenosov:47
Metapodatki:XML RDF-CHPDL DC-XML DC-RDF
Področja:Gradivo ni uvrščeno v področja.
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Skupna ocena:(0 glasov)
Vaša ocena:Ocenjevanje je dovoljeno samo prijavljenim uporabnikom.
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Sekundarni jezik

Jezik:Neznan jezik
Ključne besede:sinergije, marketing, management, turizem, kampiranje, oglaševanje, Slovenija

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