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2016, vol. 18, br. 3, str. 277-288
Uticaj informacione tehnologije na marketinške performanse turističkih agencija
Univerzitet u Kragujevcu, Ekonomski fakultet

e-adresakatarinab@kg.ac.rs
Ključne reči: turistička agencija; internet; poslovni imidž; lojalnost kupaca
Sažetak
Primena informacione tehnologije u turizmu donosi brojne prednosti svim učesnicima u lancu turističke ponude. Tradicionalne turističke agencije se putem interneta orijentišu i na online poslovanje. S druge strane, internet utiče na smanjenje uloge posredovanja turističkih agencija. Predmet istraživanja u radu je primena interneta u poslovanju turističkih agencija u cilju unapređenja marketinških performansi. Cilj istraživanja je uticaj kvaliteta internet ponude turističkih agencija na razvoj odnosa sa kupcima i unapređenje imidža turističkih agencija koje posluju u Republici Srbiji. Rezultati istraživanja u radu su pokazali da viši nivo kvaliteta internet ponude agencija pozitivno utiče na lojalnost kupaca, kao i na imidž agencije. Poslovni uspeh turističkih agencija se bazira na kombinovanom pristupu tradicionalnog i online poslovanja.
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O članku

jezik rada: srpski, engleski
vrsta rada: pregledni članak
DOI: 10.5937/ekonhor1603277B
objavljen u SCIndeksu: 02.02.2017.