Metrika

  • citati u SCIndeksu: 0
  • citati u CrossRef-u:0
  • citati u Google Scholaru:[]
  • posete u poslednjih 30 dana:15
  • preuzimanja u poslednjih 30 dana:10

Sadržaj

članak: 7 od 32  
Back povratak na rezultate
2015, vol. 46, br. 2, str. 67-90
Segmentacija tržišta u turizmu - primena Švarcove teorije vrednosti
Univerzitet u Beogradu, Ekonomski fakultet

e-adresaveljkos@ekof.bg.ac.rs, branislava@ekof.bg.ac.rs, lazar@ekof.bg.ac.rs
Sažetak
Turizam predstavlja jedan od najbrže rastućih ekonomskih sektora. Kako današnje turističko tržište karakterišu brze promene i jaka konkurencija, borba za turiste predstavlja svakodnevno pitanje sa kojim se suočavaju turistički entiteti. U proteklih par decenija turistička tražnja se značajno izmenila i od masovne i unificirane, postala visoko informisana, personalizovana, sa najrazličitijim individualnim zahtevima i preferencijama. Segmentacija tržišta javlja se kao nezaobilazan proces u isporučivanju odgovarajuće vrednosti turistima. Kako bi ostvarila što bolje poslovne rezultate, turistička preduzeća traže načine kako bi svoju ponudu što bolje prilagodila potrebama turista. Cilj rada je da pokaže da li sistem vrednosti potrošača može uticati na donošenje odluka prilikom odabira turističkih aranžmana. Istraživanje je sprovedeno na uzorku od 168 ispitanika, koji su prevashodno odabrani iz populacije studenata Beogradskog Univerziteta. Za odgovore na istraživačka pitanja, korišćen je Švarcov model sistema vrednosti. Ovako definisan sistem vrednosti poslužio je kao osnova za segmentaciju turističkog tržišta. Istraživanje je pokazalo da se na bazi takve segmentacije mogu izdvojiti četiri turistička klastera: 'individualisti', 'skromni tradicionalisti', 'hedonisti' i 'druželjubivi avanturisti'.
Reference
*** (2006) Strategija razvoja turizma Republike Srbije. Službeni glasnik Republike Srbije, br. 91/2006
*** (2015) UNWTO tourism highlights. http://www.e-unwto.org/doi/pdf/10.18111/9789284416899, pristupljeno: 15.07.2015
Alebaki, M., Iakovidou, O. (2011) Market segmentation in wine tourism: A comparison of approaches. Tourismos: An International Multidisciplinary Journal of Tourism, Volume 6, Number 1, 123-140
Allen, M.W., Gupta, R., Monnier, A. (2008) The Interactive Effect of Cultural Symbols and Human Values on Taste Evaluation. Journal of Consumer Research, 35(2): 294-308
Armstrong, G., Kotler, Ph. (2003) Marketing-An Introduction. New Jersey: Prentice Hall
Barber, N. (2009) Wine consumers information search: Gender differences and implications for the hospitality industry. Tourism and Hospitality Research, 9(3): 250-269
Bilsky, W., Schwartz, S.H. (1994) Values and personality. European Journal of Personality, 8(3): 163-181
Bradley, F. (2003) Strategic Marketing In The Customer Driven Organization. West Sussex: Wiley-VCH
Caprara, G.V., Schwartz, S., Capanna, C., Vecchione, M., Barbaranelli, C. (2006) Personality and Politics: Values, Traits, and Political Choice. Political Psychology, 27(1): 1-28
Chavan, R.R. (2014) Segmentation of tourist at hill stations of Satara district, in Maharashtra state, India by demographic and behavioral cluster approach. International Journal of Management Research and Business Strategy, Vol. 3, No. 1, 40-47
Choi, M.J., Heo, C.Y., Law, R. (2015) Developing a typology of Chinese shopping tourists: An application of the Schwartz model of universal human values. Journal of Travel & Tourism Marketing, http://www/.tandfonline.com/doi/abs/10.1080/10548408.2014.997961.VeQ1S8KSyD8 pristupljeno: 10.06.2015
Chow, S., Amir, S. (2006) The Universality of Values: Implications for Global Advertising Strategy. Journal of Advertising Research, 46(3): 301-314
Cieciuch, J., Schwartz, S.H. (2012) The Number of Distinct Basic Values and Their Structure Assessed by PVQ-40. Journal of Personality Assessment, 94(3): 321-328
Crompton, J.L. (1979) Motivations for pleasure vacation. Annals of Tourism Research, 6(4): 408-424
Dey, B., Sharma, M.K. (2007) A multidimensional segmentation of leisure travelers to Northeast India. Icfai Journal of Marketing Management, 6(4); 35-50
Dixon, A.W., Backman, S., Backman, K., Norman, W. (2012) Expenditure-based segmentation of sport tourists. Journal of Sport & Tourism, 17(1): 5-21
Dobewall, H., Strack, M. (2013) Relationship of Inglehart's and Schwartz's value dimensions revisited. International Journal of Psychology, 49(4): 240-248
Dolnicar, S. (2008) Market segmentation in tourism. u: Woodside A.G., Martin D. [ur.] Tourism Management: Analysis, Behaviour and Strategy, Cambridge: CAB International, 129-150
Dolnicar, S. (2012) The role of market segmentation in strategic tourism marketing. u: Tsiotsou R., Goldsmith R. [ur.] Strategic marketing in tourism services, UK: Emerald Group Publishing Limited
Dolnicar, S. (2004) Insights into Sustainable Tourists in Austria: A Data-based A Priori Segmentation Approach. Journal of Sustainable Tourism, 12(3): 209-218
Dolnicar, S., Lazarevski, K. (2009) Methodological reasons for the theory/practice divide in market segmentation. Journal of Marketing Management, 25(3-4): 357-373
Dolnicar, S., Leisch, F. (2014) Using graphical statistics to better understand market segmentation solutions. International Journal of Market Research, 56(2): 207
Dolničar, S. (2004) Beyond “Commonsense Segmentation”: A Systematics of Segmentation Approaches in Tourism. Journal of Travel Research, 42(3): 244-250
Ðorđević, A., Veljković, S. (2012) Segmentation of tourist market based on brand significance in the value chain. u: Janićijević Nebojša [ur.] The Role of Contemporary Management and Marketing Methods in Improvement of Competitiveness of the Companies in Serbia within the Process of its Integration to the European Union, Belgrade: Faculty of Economics, 351-383
Đorđević, A., Zečević, B. (2015) Kreiranje vrednosti u turizmu. Beograd: Ekonomski fakultet
Edwards, R. (2006) Strategy 2006-2011. Sussex, UK: Economic & Cultural Development Unit, 1-90
Foedermayr, E.K., Diamantopoulos, A. (2008) Market Segmentation in Practice: Review of Empirical Studies, Methodological Assessment, and Agenda for Future Research. Journal of Strategic Marketing, 16(3): 223-265
Goodall, B. (1991) Understanding holiday choice. u: Cooper C. [ur.] Progress in Tourism, Recreation and Hospitality Management, London: Belhaven, 3, 58-77
Goswami, P. (2007) Psychographic segmentation of college-goers of Kolkata. IIMB Management Review, Vol. 19, No.1, 41-51
Hair, J.F., William, C.B., Babin, B.J., Anderson, R.E., Tatham, R.L. (2006) Multivariate data analysis. New Jersey: Pearson University Press
Hofstede, G. (1984) Cultural dimensions in management and planning. Asia Pacific Journal of Management, 1(2): 81-99
Hsu, C.H.C., Lee, E.-J. (2002) Segmentation of Senior Motorcoach Travelers. Journal of Travel Research, 40(4): 364-373
Ingelhart, R., Baker, W.E. (2000) Modernization, cultural change and the persistence of traditional values: Looking forward, looking back: Continuity and change at the turn of the millennium. American Sociological Review, vol. 65, br. 1, str. 19-51
Janiszewska, K., Insch, A. (2012) The Strategic Importance of Brand Positioning in the Place Brand Concept - Elements, Structure and Application of the Positioning Statement. Journal of International Studies, 5(1): 9-19
Kaptan, G., Shiloh, S., Onkal, D. (2013) Values and risk perceptions: a cross-cultural examination. Risk analysis, 33(2): 318-32
Kashyap, R., Bojanic, D.C. (2000) A Structural Analysis of Value, Quality, and Price Perceptions of Business and Leisure Travelers. Journal of Travel Research, 39(1): 45-51
Kim, S., Fong, D.K., Desarbo, W.S. (2012) Model-Based Segmentation Featuring Simultaneous Segment-Level Variable Selection. Journal of Marketing Research, 49(5): 725-736
Kotler, P., Keller, K.L. (2012) Marketing Management. New Jersey: Prentice Hall, 14th edition
Kotler, P., Armstrong, G. (2012) Principles of Marketing. New Jersey: Pearson, Prentice Hall, 14th edition
Krystallis, A., Vassallo, M., Chryssohoidis, G. (2012) The usefulness of Schwartz's ‘Values Theory’ in understanding consumer behaviour towards differentiated products. Journal of Marketing Management, 28(11-12): 1438-1463
Lee, J.A., Soutar, G., Louviere, J. (2008) The Best-Worst Scaling Approach: An Alternative to Schwartz's Values Survey. Journal of Personality Assessment, 90(4): 335-347
Lim, C.C., Bendle, L.J. (2012) Arts tourism in Seoul: tourist-orientated performing arts as a sustainable niche market. Journal of Sustainable Tourism, 20(5): 667-682
Lindeman, M., Verkasalo, M. (2005) Measuring Values With the Short Schwartz's Value Survey. Journal of Personality Assessment, 85(2): 170-178
Madrigal, R. (1995) Personal values, traveler personality type, and leisure travel style. Journal of Leisure Research, Vol. 27, No. 2, 125-142
Maričić, B., Đorđević, A. (2012) Kreiranje i isporučivanje vrednosti potrošačima. Beograd: Ekonomski fakultet
Maričić, B.R., Radulović, D.M. (2013) Uticaj osobina ličnosti i vrednosti na prihvatanje advertajzing poruka od strane žena potrošača. Marketing, vol. 44, br. 1, str. 5-12
Marques, C., Reis, E., Menezes, J. (2010) Profiling the segments of visitors to Portuguese protected areas. Journal of Sustainable Tourism, 18(8): 971-996
McCrae, R.R., Costa, P.T. (2004) A contemplated revision of the NEO Five-Factor Inventory. Personality and Individual Differences, 36(3): 587-596
Milisavljević, M. (2006) Strategijski marketing. Beograd: Ekonomski fakultet, Centar za izdavačku delatnost
Moutinho, L. (2005) Strateški menadžment u turizmu. Zagreb: Masmedia
Pearce, D., Tan, R., Schott, C. (2004) Tourism distribution channels in Wellington, New Zealand. International Journal of Tourism Research, 6(6): 397-410
Roccas, S., Schwartz, S.H., Amit, A. (2010) Personal Value Priorities and National Identification. Political Psychology, 31(3): 393-419
Saji, B. S., Vij, M., Kabiraj, S. (2015) Selection of Tourism Destination as a Representation of Human Values. Business Perspectives and Research, 3(2): 95-108
Sapienza, I., Hichy, Z., Guarnera, M., di Nuovo, S. (2010) Effects of basic human values on host community acculturation orientations. International Journal of Psychology, 45(4): 311-319
Schwartz, S. (2003) A proposal for measuring value orientations across nations. u: Questionnaire development report of the European Social Survey, (Chapter 7). 259-319, http://www/.europeansocialsurvey.org/docs/methodology/core_ess_questionnaire/ESS_core_questionnaire_human_values.pdf, pristupljeno: 15.06.2015
Schwartz, S.H. (2012) An overview of the Schwartz theory of basic values. Online Readings in Psychology and Culture, 2(1). http://dx/.doi.org/10.9707/2307-0919.1116 - pristupljeno: 05.10.2014
Schwartz, S.H., Boehnke, K. (2004) Evaluating the structure of human values with confirmatory factor analysis. Journal of Research in Personality, 38(3): 230-255
Schwartz, S.H., Caprara, G.V., Vecchione, M. (2010) Basic Personal Values, Core Political Values, and Voting: A Longitudinal Analysis. Political Psychology, 31(3): 421-452
Schwartz, S.H., Bilsky, W. (1990) Toward a theory of the universal content and structure of values: Extensions and cross-cultural replications. Journal of Personality and Social Psychology, 58(5): 878-891
Schwartz, S.H. (1992) Universals in the Content and Structure of Values: Theoretical Advances and Empirical Tests in 20 Countries. Advances in Experimental Social Psychology, : 1-65
Shepherd, S., Chartrand, T.L., Fitzsimons, G.J. (2015) When Brands Reflect Our Ideal World: The Values and Brand Preferences of Consumers Who Support versus Reject Society’s Dominant Ideology. Journal of Consumer Research, 42(1): 76-92
Sintes, F.O., Mattsson, J. (2007) Innovation behavior in the hotel industry. Denmark: Roskilde University, Center
Slimak, M.W., Dietz, T. (2006) Personal Values, Beliefs, and Ecological Risk Perception. Risk Analysis, 26(6): 1689-1705
Smith, W.R. (1956) Product Differentiation and Market Segmentation as Alternative Marketing Strategies. Journal of Marketing, 21(1): 3
Solomon, M., Bamossy, G., Askegaard, S., Hogg, M. (2013) Consumer behaviour. Pearson Education, Fifth Edition
Stanković, L., Đukić, S., Popović, A. (2012) Istraživanje motiva i stavova potrošača o turističkim destinacijama. Marketing, vol. 43, br. 2, str. 104-112
Tassiopoulos, D., Nuntsu, N., Haydam, N. (2004) Wine Tourists in South Africa: A Demographic and Psychographic Study. Journal of Wine Research, 15(1): 51-63
Thøgersen, J., Zhou, Y. (2012) Chinese consumers’ adoption of a ‘green’ innovation - The case of organic food. Journal of Marketing Management, 28(3-4): 313-333
Torelli, C.J., Özsomer, A., Carvalho, S.W., Keh, H.T., Maehle, N. (2012) Brand Concepts as Representations of Human Values: Do Cultural Congruity and Compatibility Between Values Matter?. Journal of Marketing, 76(4): 92-108
Tsiotsou, R., Goldsmith, R. (2012) Target marketing and its application to tourism. u: Tsiotsou R., Goldsmith R. [ur.] Strategic marketing in tourism services, UK: Emerald Group Publishing Limited
Tuma, M.N., Decker, R., Scholz, S.W. (2011) A survey of the challenges and pifalls of cluster analysis application in market segmentation. International Journal of Market Research, 53(3): 391
Vecchione, M., Caprara, G., Dentale, F., Schwartz, S.H. (2013) Voting and Values: Reciprocal Effects over Time. Political Psychology, 34(4): 465-485
Vecchione, M., Caprara, G., Schoen, H., Castro, J.L.G., Schwartz, S.H. (2012) The role of personal values and basic traits in perceptions of the consequences of immigration: a three-nation study. British journal of psychology, 103(3): 359-77
Veljković, S., Đorđević, A. (2011) Brendiranje destinacije i stvaranje vrednosti za turiste. Ekonomske ideje i praksa, No. 3, 43-58
Veljković, S., Đorđević, A. (2014) Possibilities of market segmentation based on geographic and demographic variables. u: Janićijević Nebojša [ur.] Contemporary Management and Marketing Methods in Improving Competitiveness of Companies in Serbia in the Process of its Integration in European Union, Belgrade: Faculty of Economics, 135-154
Weinstein, A. (2004) Handbook of market segmentation: strategic targeting for business and technology firms. Binghamton, NY: The Haworth Press Inc, 3rd edition
 

O članku

jezik rada: srpski
vrsta rada: članak
DOI: 10.5937/markt1502067V
objavljen u SCIndeksu: 15.07.2016.