engleski

Marketing macro-environmental factors: an opportunity for or threath to the travel agency business

Enterprises operating on the tourism market are faced with rapid and frequent change that affects their performance from both the tourist demand side and the tourist supply side. The tourist demand side is distinctly heterogeneous with regard to what customers want. Customer demands regarding services involved in tourist trips are becoming increasingly personalised, and market segments with new requirements and habits in satisfying tourism-related needs are emerging. Change in tourist demand directly affects tourist supply. In this context, the ability of tourism enterprises to clearly identify their market position and recognise newly emerging business conditions in their environment is vital to their successful performance. To this end, tourism enterprises need to analyse their environment and, based on this analysis, identify the types of environmental factors that exist, and determine in which way and to what extent these factors affect their performance. Factors of the marketing macro and micro environment affect the performance of enterprises. The marketing macro environment consists of external factors, which are often referred to as uncontrollable marketing variables, while the micro marketing environment comprises factors of the business environment and internal factors. The impact of macro-environmental factors on the performance of enterprises can present either an opportunity or a threat. SCEPTICAL analysis was used in analysing the effect of macro- environmental factors on the performance of travel agencies in Primorsko-Goranska County. SCEPTICAL analysis was chosen as a framework for analysing the macro environment of travel agencies, taking into consideration the specific features of the tourist market and the effect of a larger number of different factors in comparison to other types of markets. Using SCEPTICAL analysis, research into the impact of macro- environmental factors on the performance of travel agencies focused on the following groups of factors: social, cultural, economic, physical, technical, international, communication and infrastructure, administrative and institutional, and legal and political. Travel agencies of Primorsko- Goranska County judged the major part of macro- environmental factors as being an opportunity for their businesses.

marketing macro environment ; external factors ; SCEPTICAL analysis ; travel agencies

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