engleski

Structural Changes in Tourism Market That Highlight the Product Specialization of Travel Intermediaries

Changes in society and the economy have a strong impact on specialization in tourism.The impact of structural changes in tourism, on the level of specialization of business of travel intermediaries, was analyzed in this paper. The impact of social changes intensifies the need for potential transformation of the role and the postion of travel intermediaries. In order to quantify this impact, the results of a survey conducted on a sample of tourists who stayed in the destination of Dubrovnik were used.This primary research was related to the sample of (400) respondents . In this paper structural changes in the tourism market are shown in results of the direction of specialization of programs of products according to market requests, area of vertical integrations, and an area of characteristics of package tours. Thus, contribution is made in an important area of the necessities for specialization of services in tourism. The results showed that the attitudes of tourists about the importance of the health and recreation program statistically significantly affect the specialization of the program of travel agencies. Considering vertical integrations findings show that : a) modality of booking services via travel agencies statistically significantly increases the likelihood of choosing of the specialized program of the travel agency ; b) also, the booking via Internet statistically significantly increases the likelihood of choosing the specialized program of the package tours. The results of this paper point to the need for constant adaptation to the requirements of tourists, where the reason for the adjustment could be found in a way of doing business based on internal and external changes in the environment.These changes include changes in tourist's style of living, specific attitudes towards reasons for travel, leisure and the way of communication using innovative tools when booking their services. Thus, the role of travel intermediaries is reviewed and examined by varibles that define their future market position.

structural changes ; travel agencies ; specialization ; tourism ; product ; managers

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