engleski

USING DECISION-PROCESS ANALYSIS IN OPTIMISING PROBLEM SOLVING IN TOURISM MARKETING

For the range of problem situations belonging to tourism marketing, specific methods and techniques have been designed with the aim of making these situations easier to resolve. In addition to using such methods and techniques, it is possible to optimise the quality of resolving problem situations in tourism marketing through consistent adherence to the stages constituting the decision-making process in its broader sense. In analysing problem situations in marketing through the stages of decision-making, focus is placed on the client as the consumer of services in tourism. Such an approach has been realised in several tourism enterprises in Croatia in concrete cases in the field of promotion and procurement as a part of the marketing function. Overbooking and the level of communication among employees are standard problems encountered in hotel companies. The study has shown that the lack of communication within and between company levels is the reason why these problems are greater than they should be. The theoretical aspects of the decision process have been applied to the case of purchasing commercial goods, providing a better understanding of the process of purchasing commercial goods.

marketing; decision-making stages; communication; purchasing goods

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