engleski

Methods and techniques for calculating a price - Marketing mix of tourism products

Marketing as a social process engages people’s needs and finding ways to sat- isfy their needs and desires. Marketing activities are expressed and took the form by elements of the marketing mix which is a combination of controlled market- ing elements. Some business subjects use this combination of marketing elements to achieve the required level of sales and the achievement of goals on selected markets. This paper will be present the price from aspect of stakeholder who offering tour- ism programs on the tourist market, as one of the most important elements of mar- keting mix. Specifically, development of the tourism market has impact on growing interest for methods and techniques to calculating price of tourist operators. That has significantly influence on the formation of tourist programs, operating costs of all tourism subjects in the destination or the correction of prices that are already es- tablished on the market. When stakeholders who offering tourist programs create a price often has it base in the market prices and try to influence on tourism subjects in destination to reduce their costs, in order to make lower and acceptable prices on the market. Tourist product price has formed to cover total cost of all subjects, but that doesn’t mean that it height can be well accepted on the market, especially when we talking about tourist destination that are not recognized on the market. Also, tourist product price formed as favorable doesn’t mean that it will offer or ac- complish consumer’s perception and satisfy their needs and desires. Certainly it’s very important how much the tourist program provider or travel agency on the market will be interested in the crating of tourist product prices for which sales will be responsible.

marketing mix ; price ; tourist product ; destination marketing

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