Развој новог маркетинг приступа у туризму
Devolpment Of The New Marketing Approach In Tourism

Summary/Abstract: Possibilities for achieving strategic aims and preferred market positioning are influenced by enterprise’s abilities to discover changes in consumer behavior and create superior value for them. However, identification and understanding of consumers’ needs and demands is more difficult because of growing globalization of market and business, and intensive changes in structure and priorities of modern consumers. Differences in consumers’ preferences are more and more emphasized, so they are becoming key bases for market segmentation. Enterprises’ strategic response is therefore being more oriented towards developing long-lasting relations and creation of customized value for highly valuable consumers. Loyalty programs are integral part of strategies of such kind. These programs are based on combination of financial and nonfinancial benefits that are being used for making long-term relationship of consumer with a touristic destination, enterprise, product or brand. In this paper authors are focused on identification of key trends that profile touristic market and enable understanding of consumer behavior in the processes of buying and using the purchased value. The understanding of these trends is necessary and represents the basis for developing Customer Relationship Marketing strategy and profitable loyalty programs.

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