Conference paper
THE IMPLEMENTATION OF MARKETING STRATEGIES IN TRAVEL AGENCIES' BUSINESS IN THE REPUBLIC OF CROATIA
Iris Mihajlović
orcid.org/0000-0002-2991-176X
; Department of Economics and Business Economics, University of Dubrovnik, Croatia
Zorica Krželj-Čolović
; Department of Economics and Business Economics, University of Dubrovnik, Dubrovnik
Ivona Milić-Beran
; Department of Maritime, University of Dubrovnik, Croatia
Abstract
The purpose of this paper refers to research the level of implementation of strategies in the Croatian travel agencies, which also represents a new direction for their development. The possibility to implement strategies referring to intermediaries depends on their area of application, the intensification of certain functions and fields of business and/or transformation of existing ones. Using the methods of explanation and description, based on the analysis of key assumptions so as to select specific strategy, resulting from the elaboration of scientific viewpoints of theoreticians engaged in this field, the first part of the paper defines strategies and related terms. In the second part of the paper the primary research was carried out with the survey method on a sample of travel agencies in the Republic of Croatia, to test the level of strategies implementation. The results of empirical research point to the greater or lesser presence of specific strategies in travel agencies’ business whose implementation must comply with business terms according to the policy, i.e. unit’s organizational culture, structure – scope, functions, and resource’s specific features. The findings point to the dominance of the implementation of marketing strategies in segment that defines the strategy of quality improvements and innovations of tourist products.
Keywords
travel agency; strategy of improving quality; the strategy of the „mass“marketing; strategy of innovation; innovative tools
Hrčak ID:
161531
URI
Publication date:
27.9.2013.
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