engleski

The Decision Process in Advertising in the Function of Improving Tourist Consumption

Tourist consumption is dependent upon the quality of managing a range of functions within the tourism enterprise. One of these functions involves advertising. The efficiency of managing this function hinges upon the quality of the decision-making process. Two empirical studies have been carried out ; one to determine the manner in which, and the extent to which, this function is manifested in various parts of Croatia, and the other to investigate what special features, if any, are displayed by the function. The results of the studies will be presented in two parts: one part will provide an analysis of the data collected in the first study, the other part will contain a comparative analysis of the samples from both studies. The findings of the studies show that there are no significant differences in the responses of the respondents from various parts of Croatia, and that the responses given reflect the general situation within the function. Comparative analysis has demonstrated the following: group decision-making is the most common method used in selecting advertising media ; out of the various group decision techniques available, the nominal group technique is most frequently applied ; according to the opinion of respondents, decisions made are most often satisfactory, and only in a small number of cases optimal ; the majority of respondents have specified the involvement of other team members in problem solving as the best measure for improving the decision-making system, although a negligible number of respondents prefer scientific decision-making methods.

advertising; decision-making; tourism consumption

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