engleski

Human Factor's Role in the Implementation of Marketing in Tourism Industry

In market-oriented business-transaction conditions, a comprehension pertinent to the responsibility for the assumption of risks, more or less inevitably connected thereto, has to be accepted to a more or less considerable extent in tourism-based economic entities. As a rule, this responsibility has to be mostly individualized, i.e., transferred to decision-makers, being, generally speaking, again the managers at different tiers of economic entities’ hierarchical structure. That simultaneously implies that management does not represent any derived category within an economic entity’ s organizational structure but, firstly, the willingness to also achieve significant economic effects for a tourism-based economic entity, in addition to a modern and autonomous marketing-oriented decision-making of an individual. As a follow-up to the aforementioned premises, human factor does not only appear to be a significant feature of marketing-oriented decision-making in an overall marketing-management process and its implementation in tourism industry but also an important constituent of partial immaterial tourism-industry products, in the form of services immanent in their structure. Thus, human factor and its role in the implementation of marketing in tourism industry should be focused from the viewpoints of top and middle management and from the viewpoint of immediate executors.

human factor; human resources management; marketing; marketing decision-making; tourism industry

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