MARKETING SADRŽAJA - NOVI OBLIK POSTMODERNISTIČKIH KOMUNIKACIJA U TURIZMU

Bojana Radenković Šošić

doi:10.5937/timsact7-3682

Bojana Radenković Šošić Univerzitet Edukons, Fakultet za sport i turizam, Katedra za turizam

DOI: https://doi.org/10.5937/timsact7-3682

Sažetak

U kontekstu promene teorijske paradigme i prelaska sa modernističkog na postmodernistički marketinški koncept, došlo je do promena načina komunikacije između organizacija i potrošača. Sa razvojem interaktivnih sredstava komunikacije potrošači dobijaju sve veći uticaj na proces potrošnje. Internet kao dominantni kanal komunikacije uticao je na visok stepen dostupnosti informacija, povećanje informisanosti potrošača i jačanje svesti o položaju i uticaju potrošača na okruženje.

Predmet istraživanja ovog rada obuhvata teorijske osnove i odlike postmodernističkog marketinga i njegove konkretne implikacije na turističkom tržištu. Polazeći od opštih tendencija savremenog tržišta, primenom bibliografsko-spekulativne metode, cilj ovog rada bio je uočiti opšte tendecije u savremenom marketingu, povezati ih sa postmodernističkim osnovama francuskih teoretičara i ukazati na nove oblike marketinških komunikacija u turizmu koji nastaju usled navedenih tendencija u okruženju. U radu je ukazano na osnovne karakteristike koncepta marketinga sadržaja, dosadašnja ograničenja u pogledu merenja i primene ovog koncepta, kao i na značaj daljeg stručnog i akademskog istraživanja ovog oblika marketinških komunikacija.

Biografija autora

Bojana Radenković Šošić, Univerzitet Edukons, Fakultet za sport i turizam, Katedra za turizam

Fakultet za sport i turizam, Katedra za turizam, asistent

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