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2013, vol. 10, br. 2, str. 40-52
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Predlog za marketinšku kampanju srpskih turističkih destinacija
Proposal for Serbian tourism destinations marketing campaign
Sažetak
Srbija je geografski locirana u Evropi, i zbog toga je suočena sa oštrom konkurencijom iz drugih evropskih destinacija, ali i drugih svetskih destinacija. Kako bi se sagledalo moderno konkurentsko okruženje, identifikovani su trendovi na globalnom, regionalnom i lokalnom nivou. Podaci iz analize srpskog turističkog tržišta u letnjoj sezoni iskorišćeni su kako bi se kreirali profili turista prema 4 emitivna regiona (domaci-Srbija; Zapadni Balkan-Slovenija, Hrvatska, Bosna, Crna Gora, Kosovo i Makedonija; Centralno-istočna Evropa-Austrija, Češka, Slovačka, Poljska, Mađarska, Rumunija; Zapadna Evropa i ostatak sveta), za 5 glavnih srpskih destinacija (Beograd, Novi Sad, Niš, Zlatibor, Kopaonik), kao i za 7 vrsta turista na osnovu njihove primarne motivacije za putovanje (zadovoljstvo, zabava, priroda, kultura, sport i avantura, zdravlje i posao). Na bazi turističkih profila kreirani su zasebni marketinški scenariji za svaki od tržišnih segmenata.
Abstract
Serbia is geographically located in Europe, which is why it faces stiff competition from other European destinations, but also from other destinations worldwide. In order to understand contemporary competitive environment, major trends have been identified at the global, regional and local level. The data from the analysis of Serbian summer season tourism market were used to create tourist profiles for 4 supply side regions (Domestic-Serbia; Western Balkans-Slovenia, Croatia, Bosnia, Montenegro, Kosovo and Macedonia; Central-Eastern Europe-Austria, Czech Republic, Slovakia, Poland, Hungary, Romania; Western Europe and the rest of the world), for 5 major Serbian destinations (Belgrade, Novi Sad, Niš, Zlatibor, Kopaonik) and for 7 types of tourists according to their core motivation for travelling (pleasure, fun & entertainment, nature, culture, sport & adventure, health, and business). Based on the given tourist profiles, separate marketing campaign scenarios were created for each of the market segments.
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