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2002, vol. 33, br. 3-4, str. 123-129
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Organizacija i kontrola marketinga turističke destinacije
Tourist destination marketing: Organization and control
Univerzitet u Beogradu, Ekonomski fakultet
Sažetak
Aktivnosti marketinga u turizmu se sprovode kako u preduzećima turističke privrede, tako i na nivou turističkih destinacija. U ovom drugom slučaju marketinške aktivnosti se organizuju kroz funkcionisanje tzv. destinacijskih marketinških organizacija. Radi se o zajedničkom nazivu za različite forme organizovanja, počev od toga da se može raditi o pojedinačnoj kompaniji koja je razvila resort, asocijaciji preduzeća turističke industrije ili organizaciji osnovnoj od strane javnog sektora. U tom pogledu, destinacijske marketinške organizacije se razlikuju po većem broju kriterijuma, koji bitno određuju njihove funkcije, način funkcionisanja i dr.
Abstract
Marketing activities in tourism are conducted in tourist companies as well as in tourist destinations. In the latter, marketing activities are organized through the functioning of the so-called destination marketing organizations. It is a common name for different organizational forms, given that it could be a single company which has developed a resort, an association of tourist companies or an organization established by the public sector. In this respect, destination marketing organizations differ among themselves by a greater number of criteria, which determine their functions, methods of functioning, etc.
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