also into a thorough participant.
Classical media maintain possibilities for all participants either to participate actively, to be direct or indirect users of content, or just to stay out there, watch and thus indirectly interact. In the digital context, auditory is both user and a content – creator. Nevertheless all used devices – mobile devises, tablets, laptops or PCs, different users have various possibilities for interaction in the online macro-dialogue.
In the WEB 2.0 the
Quality and character of the message (nevertheless its form) targeted over the concrete needs, turn to be a catalyst of ever-changing new motives and drives of attitude that turn to a new series of interrelations with all participants of the macro-dialogue. Thus in one definitive moment user, depending on the quality of the message, may become active, stay passive or terminate its stay in the net or keep surfing in the 2.0, but driven by a brand new behavior. This variety, multidimensional attitude and freedom of choice, its brand new part in the interactive macro-dialogue, sets brand new paces and challenges ahead of communicational specialists.
Within the PR 2.0 communication is more than ever personal and ad hominem. And this is the third condition for the trust rate while product placement is on the table. There is not only the individual, but also the recipient and the author of the ‗authentic messages‘. Due to this, there are arguments for the researchers who state that new media dictate a new democracy of socium.
(Breakenridge, 2009)
A result of this brand new reality are influencers – the leaders of the online discourse. Active and intelligent, they turn to be a milestone of the efficient targeted communication. In the PR 2.0 these, setting the new daily routine in communication. In online discourse they are those on whom depends the effective product placement.
CONCLUSION
The results from the survey show that publishers of online content largely cover the expectations of consumers, which implies a correct understanding of the importance of each of the studied parameters and their impact on consumers online. The emphasis of the study was on perceptions of online consumers, the reasons for this being that online strategies successfully promote and enhance the effect of offline strategies implemented by companies. At the foundation of the built online strategies lies the goal of attracting more users to online based-resources companies. Not accidentally the focus is on generating traffic because it is an indication of a company's success online. In the modern conditions there is a clear understanding by the sites owners of the importance of targeting the audience and directing it to the site. Implementation of techniques for generating traffic in the marketing strategies of online-based companies is an important step towards their successful positioning web. This leads to a screening of the target audience, interactivity with the users, and engaging them in a dialogue to gain their confidence, encouraging them to try the products or services offered on these pages of the website. The increase in orders and sales on the Internet is a well-established trend and the way of making a purchase decision is a consequence of the newly formed habits of consumers that traditional offline tools cannot provide to the modern technological society.
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338.48-6:379.845]:658.8(49716) Mr Ilija MORICUniverzity, Crna Gora, Faculty of hospitality Stari grad 320, 85330 Kotor, [email protected]
LATERALNI MARKETING KAO GENERATOR INOVATIVNIH PONUDA U RURALNOM TURIZMU CRNE GORE
ABSTRACT
The purpose of this paper is to research the role of lateral marketing concept in the process of the new products creation in rural tourism of Montenegro. The special focus is given to analysis of the technics and aspect of innovation in rural tourism. Using available secondary data from government bodies and relevant international organisations and primary data from authors research, several ideas for further improvements in the sector are identified. Key findings indicate that lateral marketing in rural tourism should be seen as a means of diversification of existing tourist offer. Therefore, lateral marketing
cannot be understood as substitute for traditional marketing concept. It could be efficiently implemented in rural tourism sector as a platform for creation of innovative and delivery of unique experience to consumers and generation of profit for rural tourism destination.
Key words: lateral marketing, innovation, product, rural tourism, Montenegro.
UVOD
Razvoj savremene ponude ruralnog turizma zahtjeva njeno kontinuirano usklaĊivanje sa obimom i strukturom turistiĉke tražnje, pri ĉemu se istiĉe znaĉaj marketinga kao uspješnog mehanizma njihovog povezivanja, ali i predviĊanja budućih relacija. Prema Kotleru et al.67, marketing se definiše kao „društveni i upravljaĉki proces putem kojeg individue i grupe obezbjeĊuju ono što im je potrebno ili žele kroz kreiranje i razmjenu proizvoda i vrijednosti sa drugima―. U vezi s tim, marketing u savremenim uslovima poslovanja ne može se shvatiti kao promocija, štampanje lifleta ili podrška prodaji, već kao „platforma za definisanje ciljeva i strategija, i kreiranje prozvoda koji mogu isporuĉiti jedinstveno iskustvo potrošaĉima i generisti profit za turistiĉku destinaciju i pojedinaĉne nosioce ponude―.68 U tom smislu, marketing aktivnosti, akcije i programi treba da budu u funkciji postizanja strateških ciljeva u turizmu, a posebno sledećih: održivi razvoj, satisfakcija potrošaĉa, generisanje profita, smanjenje sezonalnosti, generisanje novih i održavanje postjećih radnih mjesta, podsticanje preduzetništva i inovacija te razvijanje odgovornijih i održivijih oblika turistiĉke ponude.
Identifikovanje i jaĉanje distinktivnih kompetencija i inovativnih pristupa kreiranju ruralno-turistiĉkih iskustava su elementi koji se privlaĉe veliku pažnju. Radi se o elementima koji su osnov konkurentske prednosti, i tzv. „must have“ u cilju opstanka na tržištu, posebno u srednjem i dugom roku. Konkurentske prednosti poput autentiĉnog duha mjesta ili unikatnog identiteta su teže za kopiranje, dok se vještine i znanje mogu unaprijediti ulaganjima u obuku i obrazovanje. Za razliku od njih, cjena je još jedan element koji je (pre)lak za kopiranje, naroĉito gdje postoji veći broj identiĉnih nosilaca ponude na užem prostoru. Stoga, neophodno je identifikovati one tehnike koncepta marketinga koje mogu generisati inovativne
67 Kotler, P., Bowen, J. T. i Makens, J.C., Marketing for Hospitality and Tourism, 4th Edition, Prentice Hall, New Jersey, 2005., str. 13.
68 Mihailović, B. i Moric, I., The Role of Marketing Philosophy in Rural Tourism Development, Tourism and Hospitality Management, Vol. 18, No. 2, 2012., str. 278.
ponude u sektoru ruralnog turizma, posebno kroz koncept lateralnog marketinga. Naime, lateralni marketing je zasnovan na traženju mogućnosti za širenje sopstvenog poslovanja otkrivanjem jedne ili više novih potreba, naĉina upotrebe, ciljnih grupa ili situacija, koje nisu obuhvaćene prvobitnim definisanjem tržišta za odreĊeni proizvod ili uslugu. Polazeći od hipoteze da se tehnikama lateralnog marketinga mogu generisati inovacije u strukturi ruralno-turistiĉkih iskustava, cilj ovog rada je identifikacija kljuĉnih karakteristika primjene marketinga u sektoru ruralnog turizma, osnovnih tehnika lateralnog marketinga, te definisanje smjernica i principa budućeg razvoja ponude uzimajući u obzir postojeće stanje ruralnog turizma u Crnoj Gori. Posebno se istiĉe problematika izvoĊenja tzv. lateralnog skoka kod proizvoda, ali i kod ostalih osnovnih instrumenata marketing miksa.
1. MOGUĆNOSTI PRIMJENE LATERALNOG MARKETINGA U RURALNOM TURIZMU
Lateralni marketing je zasnovan na traženju mogućnosti za širenje sopstvenog poslovanja otkrivanjem jedne ili više novih potreba, naĉina upotrebe, ciljnih grupa ili situacija, koje nisu obuhvaćene prvobitnim definisanjem tržišta za odreĊeni proizvod ili uslugu.
Definiše se kao „radni proces koji, kada se primjeni na postojeće proizvode ili usluge, proizvodi inovativne proizvode i usluge koje pokrivaju trenutno nepokrivene potrebe, upotrebe, situacije ili ciljne grupe...―.69 Kao takav, predstavlja proces koji nudi velike mogućnosti za kreiranje novih (pod)kategorija proizvoda ili novih tržišta.
Jedna od najĉešćih tehnika za izvoĊenje lateralnog skoka na nivou tržišta, jeste promjena aspekta u kome proizvodi meĊusobno konkurišu. Radi se o sledećim elementima: potreba, ciljna grupa, mjesto, vrijeme, situacija i iskustvo. Kotler i Trias de Bes70 kao primjer promene mjesta za koje su proizvodi vezani i realizovanja inovacije, navode ruralni turizam kao novi koncept u turizmu, pri ĉemu se koriste stare seoske kuće, restaurirane i preureĊene u male i mirne hotele. U ovom sluĉaju, novo mjesto za turistiĉki proizvod je ruralno podruĉje, koje je prihvaćeno od strane turistiĉke tražnje i postalo bitan
69 Kotler, P. i Trias de Bes, F. Lateralni marketing: Tehnike za iznalaženje novih marketing ideja, Adizes, Novi Sad, 2005., str 97.
70 Ibidem, str 137.