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The analysis of main elements of marketing mix in Serbian agritourism

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2018
bitstream_10331.pdf (840.1Kb)
Authors
Petrović, Marko D.
Denda, Stefan
Vujko, Aleksandra
Contributors
Belichenkina, S. M
Conference object (Published version)
,
Stavropol State Agrarian University - Faculty of Social and Cultural Service and Tourism
Metadata
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Abstract
This paper deals with the core elements of the marketing mix in Serbian agritourism: product, price, promotion and distribution. In order to achieve profitability and sustainability of agritourist products, it is necessary to carry out several activities such as market research and segmentation, purchase as an additional source of income, classification and labeling as quality guarantee. The price as the most important element depends on the attractiveness of the product and its quality. Additionally, external factors on the tourism market (e.g. entire rural area) as well as internal factors (e.g. farm-stay accommodation) at the local level should be taken into account. On the other hand, promotion has an important role when introducing a product on the market. The major forms of promotion are: advertising with graphic, audio-visual and other means (brochures, souvenirs, Internet pages, stock exchange participation etc.), public relations (contact with market participants) and sales pr...omotion oriented towards sales markets in order to improve business. Besides these forms of promotion, the personal selling, publicity, oral advertising and sponsorship are also pointed out. Finally, distribution channels allow the placement of products to end consumers. In this sense, the role of tourist agencies is to unify the offer of Serbian agritourism. Bearing in mind all the above, we can conclude that marketing may influence market positioning of a product. Therefore, in the future we should work on removing the marketing barriers that Serbian agritourism encounters.

Keywords:
4Ps / farm-stay tourism / rural setting / Serbia
Source:
Book of proceedings of VI International scientific-practical conference "Sustainable development of tourism market: International practices and Russian experience, 2018, 116-122
Publisher:
  • Stavropol : Stavropol State Agrarian University - Faculty of Social and Cultural Service and Tourism
Funding / projects:
  • Geography of Serbia (RS-47007)
[ Google Scholar ]
Handle
https://hdl.handle.net/21.15107/rcub_dais_3277
URI
https://dais.sanu.ac.rs/123456789/3277
Collections
  • ГИ САНУ - Радови истраживача / GI SASA - Researchers' publications
Institution/Community
Географски институт „Јован Цвијић“ САНУ / Geographical Institute Jovan Cvijić SASA
TY  - CONF
AU  - Petrović, Marko D.
AU  - Denda, Stefan
AU  - Vujko, Aleksandra
PY  - 2018
UR  - https://dais.sanu.ac.rs/123456789/3277
AB  - This paper deals with the core elements of the marketing mix in Serbian agritourism: product, price, promotion and distribution. In order to achieve profitability and sustainability of agritourist products, it is necessary to carry out several activities such as market research and segmentation, purchase as an additional source of income, classification and labeling as quality guarantee. The price as the most important element depends on the attractiveness of the product and its quality. Additionally, external factors on the tourism market (e.g. entire rural area) as well as internal factors (e.g. farm-stay accommodation) at the local level should be taken into account. On the other hand, promotion has an important role when introducing a product on the market. The major forms of promotion are: advertising with graphic, audio-visual and other means (brochures, souvenirs, Internet pages, stock exchange participation etc.), public relations (contact with market participants) and sales promotion oriented towards sales markets in order to improve business. Besides these forms of promotion, the personal selling, publicity, oral advertising and sponsorship are also pointed out. Finally, distribution channels allow the placement of products to end consumers. In this sense, the role of tourist agencies is to unify the offer of Serbian agritourism. Bearing in mind all the above, we can conclude that marketing may influence market positioning of a product. Therefore, in the future we should work on removing the marketing barriers that Serbian agritourism encounters.
PB  - Stavropol : Stavropol State Agrarian University - Faculty of Social and Cultural Service and Tourism
C3  - Book of proceedings of VI International scientific-practical conference "Sustainable development of tourism market: International practices and Russian experience
T1  - The analysis of main elements of marketing mix in Serbian agritourism
SP  - 116
EP  - 122
UR  - https://hdl.handle.net/21.15107/rcub_dais_3277
ER  - 
@conference{
author = "Petrović, Marko D. and Denda, Stefan and Vujko, Aleksandra",
year = "2018",
abstract = "This paper deals with the core elements of the marketing mix in Serbian agritourism: product, price, promotion and distribution. In order to achieve profitability and sustainability of agritourist products, it is necessary to carry out several activities such as market research and segmentation, purchase as an additional source of income, classification and labeling as quality guarantee. The price as the most important element depends on the attractiveness of the product and its quality. Additionally, external factors on the tourism market (e.g. entire rural area) as well as internal factors (e.g. farm-stay accommodation) at the local level should be taken into account. On the other hand, promotion has an important role when introducing a product on the market. The major forms of promotion are: advertising with graphic, audio-visual and other means (brochures, souvenirs, Internet pages, stock exchange participation etc.), public relations (contact with market participants) and sales promotion oriented towards sales markets in order to improve business. Besides these forms of promotion, the personal selling, publicity, oral advertising and sponsorship are also pointed out. Finally, distribution channels allow the placement of products to end consumers. In this sense, the role of tourist agencies is to unify the offer of Serbian agritourism. Bearing in mind all the above, we can conclude that marketing may influence market positioning of a product. Therefore, in the future we should work on removing the marketing barriers that Serbian agritourism encounters.",
publisher = "Stavropol : Stavropol State Agrarian University - Faculty of Social and Cultural Service and Tourism",
journal = "Book of proceedings of VI International scientific-practical conference "Sustainable development of tourism market: International practices and Russian experience",
title = "The analysis of main elements of marketing mix in Serbian agritourism",
pages = "116-122",
url = "https://hdl.handle.net/21.15107/rcub_dais_3277"
}
Petrović, M. D., Denda, S.,& Vujko, A.. (2018). The analysis of main elements of marketing mix in Serbian agritourism. in Book of proceedings of VI International scientific-practical conference "Sustainable development of tourism market: International practices and Russian experience
Stavropol : Stavropol State Agrarian University - Faculty of Social and Cultural Service and Tourism., 116-122.
https://hdl.handle.net/21.15107/rcub_dais_3277
Petrović MD, Denda S, Vujko A. The analysis of main elements of marketing mix in Serbian agritourism. in Book of proceedings of VI International scientific-practical conference "Sustainable development of tourism market: International practices and Russian experience. 2018;:116-122.
https://hdl.handle.net/21.15107/rcub_dais_3277 .
Petrović, Marko D., Denda, Stefan, Vujko, Aleksandra, "The analysis of main elements of marketing mix in Serbian agritourism" in Book of proceedings of VI International scientific-practical conference "Sustainable development of tourism market: International practices and Russian experience (2018):116-122,
https://hdl.handle.net/21.15107/rcub_dais_3277 .

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