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Marketing
2018, vol. 49, br. 4, str. 288-298
jezik rada: srpski
vrsta rada: originalan članak
doi:10.5937/markt1804288P

Creative Commons License 4.0
Analiza švajcarske kulture po modelu Hofsteda za potrebe istraživanja turističkog tržišta
Univerzitet u Novom Sadu, Prirodno-matematički fakultet, Departman za geografiju, turizam i hotelijerstvo

e-adresa: katarina.percevic@gmail.com, sadragin@gmail.com, m

Projekat

Transformacije geoprostora Srbije - prošlost, savremeni problemi i predlozi rešenja (MPNTR - 176020)
Rezultati prikazanog istraživanja predstavljaju deo projekta koji finansira Autonomna pokrajina Vojvodina, Pokrajinski sekretarijat za visoko obrazovanje i naučno-istraživačku delatnost (Program 0201, broj projekta 114-451- 2080/2016-01)

Sažetak

Dimenzije nacionalnih kultura predstavljaju univerzalne kategorije koje karakterišu određenu zajednicu. Indeksi dimenzija se razlikuju među nacionalnim kulturama, a navedene razlike se mogu odraziti na percepciju i ponašanje njenih pripadnika. Ovo dalje može odrediti i turističke potrebe pripadnika određene kulture, prema čemu bi trebalo prilagoditi turističku ponudu. U skladu sa tim, istraživanje je usmereno na analizu karakteristika švajcarske kulture, na osnovu modela koji je uspostavio Hofstede i koji ukazuje na šest dimenzija, označenih kao raspon moći, kolektivizam naspram individualizma, muških naspram ženskih vrednosti, izbegavanje neizvesnosti, dugoročna naspram kratkoročne orijentacije i indulgencija, a sve u cilju obezbeđivanja baze podataka neophodne za stejkholdere u turističkoj ponudi. Metode korišćene prilikom prikupljanja, obrade i analize podataka su istorijska metoda, zatim deskriptivna, komparativna, kao i statistička metoda i sinteza. Za potrebe rada, sprovedeno je i anketno istraživanje tokom 2017. godine, gde je analizirana percepcija švajcarske kulture od strane pripadnika različitih naroda koji žive i rade u Švajcarskoj. Pored doprinosa teoriji o kulturološkim razlikama i njihovom uticaju na turizam, rezultati istraživanja mogu imati i praktičnu primenu u organizacijama, kod lokalnog stanovništva i svih drugih stejkholdera koji su usmereni ka planiranju turističke ponude.

Ključne reči

dimenzije nacionalnih kultura; Hofstede; Švajcarska; turizam

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