Marija Dragičević

The Music as an Element of Physical Evidence in Service Organizations

Abstract Marketing manager must develop service organizations to ensure that they satisfy the needs of the customer. New ideas and improved services lead towards growth in service organizations. Given a choice, consumers prefer environments which offer pleasant atmosphere. In certain shopping situations the atmosphere may be more influential than the product itself in the purchase decision and can directly influence consumer behaviour. Unfortunately, many service organizations focus exclusively on some combination of traditional “marketing mix”, which contains product, place (distribution), promotional activities and price, although traditional “Four Ps” do not cover personnel, customer service, and physical facilities. The aim of the paper is to prove that music is an important element of physical evidence in service organizations, which help service organizations to separate themselves from competitors and target a specific market segment by altering its service process. For the purpose of this paper we have used primary and secondary research. The primary research we have carried out in Dubrovnik, including the sample of 250 customers in service organizations. The results of the research show the music as an important element of physical evidence influencing consumers behavior.

Tourists Attitudes Toward Autochthonous Product Quality and Placement—The Case of Dubrovnik, Croatia

The Republic of Croatia is a country with significant number and large variety of autochthonous products. In recent years, more attention is paid to the importance of local products and their protection at national and even European level. Autochthonic products in Croatia can be protected by the marks of origin, geographical origin, and traditional reputation. Although there are great numbers of authentic products in Croatia, just some of them are protected. Very important are autochthonic ecological products (in the first order produced on the organic farms and agricultural households in Croatia), but they still do not have adequate market position. The aim of the paper is to explore domestic tourists’ perception toward autochthonous products quality and placement. For the purpose of this paper, we have carried out the primary research in the area of Dubrovnik. According to the results of the research which included the sample of 120 respondents, it is visible that tourists are satisfied with the autochthonous products quality, but on the other side they are not satisfied with availability, promotional activities, and distribution channels which have been used in autochthonous product placement policy. The domestic tourists think that there are only few outlets where they can buy autochthonous products what is huge disadvantage because the participants want to buy products but they do not know how and where (because of bad product availability, inadequate promotion, and small number of retail outlets). They find out that the price is acceptable, but they also find that there is not always value for money. It is sure that autochthonous products have target group in the market, but it is necessary to protect it better (and more) and take care that all elements (not only quality) fit to the clients. They create national identity, but also make recognizable tourist destination on the domestic and international markets.

The Managers’ Attitude towards Diffuse Hotels as Innovative Form of Agricultural Households Tourist Offer

Abstract The concept of a diffuse hotel is designed to connect small tourism providers in a specific small geographic area into a broader and more complete offer of tourist services. The diffuse hotel model enables the village or specific selected area to become a “hotel” with one reception, offering overnight accommodation, gastronomic services and including other providers into a network of activities, featuring tour guiding, selling of traditional food products, wine and souvenirs, horse riding, visiting of local museums and collections, bike rental and the other services. The purpose of a diffuse hotel is to provide new workplaces and to promote employment and self-employment. Permanent and seasonal employment enable the locals to work in the reception and doorman service, at the information centre, in the field of tour guiding or in the services of hotel housekeeping and maintenance. Placing a scattered hotel in a specific place stands for an increase of tourist inflow and additional income of existing business entities as a consequence. Such a hotel also makes an important contribution in maintaining the countryside vividness and population, progress of other tourist activities and products, while it enables revitalisation of old abandoned houses. Agricultural households in Dubrovnik-Neretva County very often offer just a part of the service. The aim of the paper is to explore the possibility of improving the agricultural household tourist offer based on implementation of diffuse hotels. The purpose of the paper was to explore in what measure are diffuse hotels acceptable as form of accommodation facilities for future agricultural households business practice in Konavle and Peljesac. For the purpose of this paper in 2015, the perception of 15 agricultural households managers/owners in Dubrovnik- Neretva County, Croatia has been explored. According to the results of the research it is visible that agricultural households business practice can be organized as diffuse hotels.

Traditional Cultural Manifestation Marketing and Service Quality- The Case of Dubrovnik Summer Festival

Abstract Marketing strategies applied in the cultural manifestation business practice greatly affect the success of a manifestation, even it is the case of traditional manifestation. The purpose of this paper is to research the marketing strategies applied in Dubrovnik Summer Festival, as traditional cultural manifestation old 65 years. For the purposes of this paper, a research was conducted among a sample of 200 participants who are local inhabitans of Dubrovnik and who were attenting the programm of Dubrovnik Summer Festival. Although the approach to marketing of Dubrovnik Summer Festival is handled with great attention, the results of this research signify a need for the continuous expansion of marketing activities, as well as for the implementation of new marketing strategies.

Diffuse Hotels in the Function of Creating Augmented Agricultural Households Tourist Offer Based on Innovations

Abstract Agricultural households very often offer just a part of service. The aim of the paper is to explore the possibility of improving the agricultural household tourist offer based on implementation of new type of facility called diffuse hotels. The purpose of the paper was to respond to the question „Is there any possibility to create agricultural households tourist product based on the model of diffuse hotels?” For the purpose of this paper in Jun, July and August 2013, the perception of 220 tourists has been explored in the area of Dubrovnik- Neretva County, Croatia. According to the results of the research it is visible that agricultural households very often have problems in creation of integral agricultural product. The challenge for agricultural owners and managers is to try to apply holistic approach based on the organizational changes and coordination of activities provided by different stakeholders of tourist offer.

Should museums and art galleries be just “for arts’ sake” or should they suit the needs of tourists?

Abstract The museums and art galleries market is heterogeneous with many and varied visitors, who are differently motivated and have different expectations. The purpose of the paper was to respond to the question “What museums and art galleries really are in the opinion of tourists and how they sell art to the tourists”, such and “What museums and art galleries should be and how they should sell art to the tourists?”. For the purpose of this paper we have explored the perception of 300 tourists who have visited Dubrovnik in September, October and November in 2012. According to the results of the research it is visible that museums and art galleries often do not fit tourists needs and expectations applying object based approach instead selling art applying customers based approach The challenge for curators is to rewrite the agendas for museums and art galleries, so that collections can begin to serve the needs of tourists and to fulfil their expectations.