Istraživanje društvenih mreža u funkciji marketinga u turizmu

Abstract

Predmet istraživanja disertacije je vezan za utvrđivanje uticaja društvenih mreža, kako tradicionalnih, tako i virtuelnih, na marketing i prodajnu funkciju organizacija, sa posebim akcentom na organizacije turističke delatnosti. Posebnu pažnju disertacija posvećuju definisanju naučne metodologije istraživanja društvenih mreža u funkciji marketinga usluga. Razvoj i uvođenje koncepta modela upravljanja društvenim mrežama poslovnih sistema, naročito je značajno u organizacijama turističke delatnosti. Na primeru zimskog turizma prikazana je implementacija predloženih metodoloških rešenja. Centralni problem koji se proučava vezan je za inkorporiranje tradicionalnih društvenih mreža u poslovni sistem organizatora putovanja i iskorišćavanje potencijala koje upravljanje ovako tretiranim, grupisanim i povezanim klijentima omogućava. U svrhu toga, svi poslovni procesi touroperatora su razloženi i sistematizovani po fazama, sa objašnjenjem uloge svake od tih faza u procesu upravljanja implementiranim društvenim mrežama postojećih i potencijalnih klijenata. U disertaciji će biti predstavljen Model upravljanja društvenim mrežama poslovnih sistema, pogotovo u uslužnom sektoru turizma.

The object of research is identification of influence social networks, traditional as well as virtual, has on organization marketing and sales function with special attention on organization in tourist sector. Special attention of dissertation includes definition of the methodology of scientific research in domain of social networks in services marketing. Development and introduction of business system social network management conceptual model is of great importance for companies in tourism. Implementation of suggested methodological solutions is presented on winter tourism case. The main problem studied is incorporation of traditional social networks in business system of tour operator and exploitation of potential that treated, grouped and connected clients enables. In that case all the business processes of tour operators has been decomposed and systematized in stages with additional explanation of every stage in the process of implemented social networks management of existing and potential client’s. In dissertation there will be presented Model of Social Networks Management in organizations, especially in tourist service sector. Key words: Tourism, Tourism Marketing, Network Theory, Small World Theory, Social Networks, Social Groups, Virtual Social Network, Virtual Social Media, Model of Social Network Management, Principle of Authority Transfer, Authority of Relationship, Business Success Helix, Tour Operator, Snow Sport Industry, Ski Population, Segmentation of Ski Population