Izvorni znanstveni članak
https://doi.org/10.20867/thm.9.1.3
THE SPECIAL FEATURES OF DECISION-MAKING IN ADVERTISING IN CONTINENTAL TOURISM
Igor Brajdić
; Faculty of tourism and hospitality management, University of Rijeka, Opatija, Croatia
Sažetak
One of the primary functions of a tourist enterprise is advertising, as a component of the broader marketing function. Each function has its specific traits which are manifested in the various processes of the enterprise, one of the more important being decision-making. It is assumed that in continental tourism, due to its predominant orientation in providing more food and beverage services and less hotel services, special features in decision-making can be found within the advertising function. The empirical study carried out in part of continental tourism involving the region of the Croatia Zagorje was aimed at a range of typical characteristics of decision-making such as types of decisions, the methods of decision-making, the outcome of alternatives, the monitoring of effects and the measures of improving decision-making. Regarding types of decisions, the majority of managers and executives feel that, to a very large extent, satisfactory decisions are being taken, as well as routine decisions, which are in accordance with the predominant orientation of providing the fundamental catering services. Due to a general orientation towards group decision-making, it follows that, when choosing advertising media, the management structure contacts the executive personnel only randomly. From the latter group of questions, it can be concluded that in the enterprises surveyed
anything that has to do with science is applied to the least possible measure.
Ključne riječi
Advertising; decision-making; continental tourism
Hrčak ID:
181522
URI
Datum izdavanja:
30.6.2003.
Posjeta: 1.353 *