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UD]XPLMHYDQMHP]DOMHSRWRPLGUXJLP

0MHVWRLXORJDWXULVWLNHDJHQFLMHLWXURSHUDWRUDQDWXULVWLNRPWULWX

*RVSRGDUVND SRYLMHVW ELOMHL VWDOQL UD]YRM GUXWYHQH L WHKQLNH SRGMHOH
rada, koje su sve vie udaljavale proizvodnju od potronje kao krajnjLK SRORYD
GUXWYHQHUHSURGXNFLMH=DSRVOMHGLFXWRJDLOL]DKYDOMXMXLWRPHLPDPRVQDDQ
UD]YRM IXQNFLMD UD]PMHQH UREH L XVOXJD 0H X QMLPD VH RGYLMDR L SURFHV
SUHREUDDMD SXWQLNLK X WXULVWLNH DJHQFLMH WH SURFHV QDVWDQND L UD]YRMD
WXURSHUDWRUD

1DVWDOL QD ILOR]RILML YHOLNLK EURMHYD RGQRVQR  YHOLNRJ SURPHWD L YHOLNRJ
opsega poslovanja, turoperatori daju ogroman doprinos irenju masovnog



3*DUGLMDQ7XULVWLNHDJHQFLMHLWXURSHUDWRUL

WXUL]PDQDVYH]HPOMHLNUDMHYHVYLMHWD7XURSHUDWRULLWXUL]DPSRVWDMXVDVWDYQLP
GLMHORPSURFHVDVYMHWVNHJOREDOL]DFLMH
1HSRVUHGQD SULVXWQRVW WXULVWLNLK DJHQFLMD L WXURSHUDWRUD QD WXULVWLNRP
WULWX L]D]LYD SRGX]HWQLNH DNWLYQRVWL 2QL NUHLUDMX VWYDUDMX  QRYH WXULVWLNH
DUDQPDQHNDRQRYHWXULVWLNHSURL]YRGH

1RYD IXQNFLMD WXULVWLNH DJHQFLMH L WXURSHUDWRUD NDR NUHDWRUD WXULVWLNLK
DUDQPDQDGDMHLPQRYXXORJXSURL]YR DDXWXUL]PX

LUHQMH WXULVWLNLK SRWUHED L SRWUDQMH L]D]LYD L RPRJXXMH NUHLUDQMH
LURNRJ DVRUWLPDQD WXULVWLNLK DUDQPDQD L SRGMHOX  VSHFLMDOL]DFLMX  WXULVWLNLK
DJHQFLMDLWXURSHUDWRUD

7ULQD PDUNHWLQND NRQFHSFLMDSRVORYDQMD
WXULVWLNLKDJHQFLMDLWXURSHUDWRUD

7XUL]DP MH V SUHNR  PLOLMXQD WXULVWD L V XGMHORP RG  X VYMHWVNRP
GUXWYHQRP SURL]YRGX X  SRVWDR QDMYHD VYMHWVND LQGXVWULMD 7XUL]DP MH
SRVWDRIHQRPHQ6WROMHDNRMHVH]DWRL]RYHVWROMHHPWXUL]PD=DUD]LRMH
VXYUHPHQRJ RYMHND L SRVWDR QMHJRYRP SULPDUQRP SRWUHERP 7XULVWLPD
RPRJXXMHRGPRU]DGRYROMVWYRXLWDNDGRPDLQLPDWXUL]DPSUXD]DSRVOHQMH
SODXYHLVWDQGDUGLNRULWHQMHFLYLOL]DFLMVNLKGRVWLJXD
=QDHQMH PDUNHWLQJD X SRVORYDQMX WXULVWLNH DJHQFLMH L WXURSHUDWRUD
SURL]OD]LL]LQMHQLFD
D  GDPDUNHWLQJSUHGVWDYOMD]QDQRVWRUD]PMHQLD
E  GD WXULVWLNH DJHQFLMH L WXURSHUDWRUL VYRMH DNWLYQRVWL
UHDOL]LUDMXXID]LUD]PMHQH

.DR L GUXJD WULWD UREH L XVOXJD L VXYUHPHQR WXULVWLNR WULWH NDUDNWHUL]LUD
GRPLQDFLMD SRWURDD WH YUOR MDND NRQNXUHQFLMD =DWR VH RG WXULVWLNLK
SURL]YR DD GDQDV WUDL GD   VWDOQR LQRYLUDMX SRQXGX   SREROMDYDMX
NYDOLWHWX SURL]YRGD   IRUPLUDMX FLMHQX VXNODGQR GXJRURQRM WULQRM SROLWLFL
SURL]YRGD  VWDOQRRVXYUHPHQMXMXSURGDMXL  NUHDWLYQRWULQRNRPLQLFLUDMX

7R QDV XSXXMH QD VYH QXQLMX SULPMHQX PDUNHWLQJD X SRVORYDQMX
WXULVWLNLK DJHQFLMD L WXURSHUDWRUD 8 FHQWUX PDUNHWLQNH VWUDWHJLMH MH WXULVW 
SRWURDQMHJRYHHOMHLSRWUHEH8VWROMHXPRJXHMHRHNLYDWLGDHHOMHL
SRWUHEH WXULVWD L NRQNXUHQFLMD MR YLH RGUH LYDWL UD]YRM WXULVWLNH SRQXGH VYDNH
]HPOMHUHJLMHPMHVWDLSRGX]HD
Zato je tako bitna primjena marketinga u tuUL]PX"2SHMHSR]QDWRGD]D
VXYUHPHQHSRWURDHQLMHGRYROMQRLPDWLGREDUSURL]YRGVSULYODQLPFLMHQDPDL
GRVWXSDQ  QD GRKYDW UXNH SRWURDLPD 6XYUHPHQL SRWURD WUDL YLH WUDL
SURL]YRGH V PDUNRP SR]QDWRJ SURL]YR DD SULODJR HQRJ SR NDUDNWHULVWLNDPD
NYDOLWHWL VWLOX SDNLUDQMX YHOLLQL GRGDWQLP XVOXJDPD L JDUDQFLMDPD WUDL
SURL]YRGHNRMLPDMHNRPXQLNDFLMVNDWHKQRORJLMDGDOD SURL]YHOD QRYDRELOMHMD
QRYHYHHYULMHGQRVWL]DWRWRWLSURL]YRGLSUXDMXYHD]DGRYROMVWYDLSRVWDMX
vie trDHQL
)LOR]RILMD PDUNHWLQJD RVWYDUXMH VH ]DGRYROMDYDQMHP SRWUHED SRWURDD
efikasnim koritenjem sredstava  marketinkog spleta (mixa)  SURL]YRGD

3*DUGLMDQ7XULVWLNHDJHQFLMHLWXURSHUDWRUL



cijene, distribucije, promocije i dodatnih usluga. Zato to marketing proizvodu


daje viedimenzionalnu NRULVQRVW SULODJR HQX IL]LRORNLP VRFLRORNLP
SVLKRORNLP L GUXJLP SRWUHEDPD FLOMDQRJ SRWURDD WLPH RPRJXXMH GD VH QD
WULWX RVWYDUXMH YHD YULMHGQRVW L YHL SURPHW 'REDU SRND]DWHOM SUDNWLQH
snage marketinga je primjer Coca&ROH LMH VX FLMHQH ]QDDMQR YLH RG
konkurentskih Cola, a prodaje neuporedivo vie svojih proizvoda. Pitanje
]DWR"5D]OLNDXNYDOLWHWLVLJXUQRQLMHWROLNRSXWDYHD
Gospodarska povijest i suvremena praksa pokazuju nam to je svijet
SRVWDMDR ERJDWLML GD MH  L WULQD PDrketinka) orijentacija gospodarstva
SRVWRMDOD VYH L]UDHQLMD .RPXQLFLUDQMH X WRPH LPD SRVHEQR ]QDHQMH 7R
pokazuju dananja ulaganja od 500 milijardi dolara za komuniciranje u svijetu.
Marketinko komuniciranje u suvremenu svijetu masmedija, mobilne telHIRQLMHL
LQWHUQHWD SRVWDMH NXOWXUD VYDNRGQHYLFH L XYMHW  SRVORYQRJ XVSMHKD EXVLQHVD 
VYDNRJSRGX]HDSDLWXULVWLNHDJHQFLMHLWXURSHUDWRUD




































3*DUGLMDQ7XULVWLNHDJHQFLMHLWXURSHUDWRUL

32-$9$89-(7,1$67$1.$,5$=92-$
785,67,.,+$*(1&,-$,78523(5$725$

3RYLMHVQLRVYUWQDSRMDYXLUD]YRMSXWRYDQMD

3RMDYDLUD]YRMSXWRYDQMDGRNUDMD=DSDGQRJ5LPVNRJ&DUVWYD

1DVWDQDN L UD]YRM WXUL]PD X GDQDQMHP REOLNX SRWMHH RG VUHGLQH 
VWROMHD 5D]XPLMHYDQMX IHQRPHQD WXUL]PD PRH SRPRL XSR]QDYDQMH OMXGVNH
SULURGHLSRORDMRYMHNDXSULURGLLGUXWYX
6YRMLP MH SRULMHNORP RYMHN SULPDW SUDRYMHN  PDMPXQ  NRML MH QD
SRHWNX  SULMH QHNROLNR PLOLMXQD JRGLQD EUDR YRH VDNXSOMDR SORGRYH  GD EL
NDVQLMH X WUDHQMX KUDQH X ERUEL ]D RSVWDQDN  SRVWDR ORYDF , GRN MH WUDLR
SORGRYH YRD SUDRYMHN MH ELR SULQX HQ SUHWUDLYDWL XPRYLWD SRGUXMD X EOL]LQL
ERUDYLWD/RYDNLQDLQLYRWDPXNDUFHORYFHRGYRGLL]VYRMLKED]DXNRMHVH
YUDDMXVXORYOMHQLPLYRWLQMDPD,VWRGREQRHQDLGMHFDVNXSOMDMXKUDQX XSDMX
NRULMHQMHEHUXOMXVNDVWHLERELDVWHSORGRYH XEOL]LQLGRPDHED]H
7DID]DOMXGVNHSRYLMHVWLGRQLMHODMH  685$'1-8PH XOMXGLPD ORYFL
VX PRUDOL VXUD LYDWL X REDYOMDQMX L GRYODHQMX YHOLNLK LYRWLQMD WH PH XVREQR
GLMHOH SOLMHQ    32'-(/8 5$'$ L]PH X PXNDUFD L HQH L   5$=0-(18
PHVD ]D SRYUH L YRH 6WRWLQH VX WLVXD JRGLQD RVWDYLOH WUDJD QD VXYUHPHQRJ
RYMHND NDR ORYFD EH] ORYD WUDJDD EH] GLYOMDL KDMNDD EH] GLYOMDL ORY UDGL
]DEDYH  VDNXSOMDH L EHUDH UD]QLK SORGRYD NROHEOMLYFD SUHG KUDQRP L SLHP
SODYH ERMH 'DQDV QHPD QL MHGQRJ LOXVWULUDQRJ NXKDUD NXKDULFH  V MHORP SODYH
ERMHRYMHNLGDQDVUDGLMHVMHGLVOH LPDSUHPD]LGXX]GLVNUHWQXVYMHWORVWGRN
MHGH X UHVWRUDQX  6YLPD WR SUXD RVMHDM XJRGQRVWL L WRSOLQH VWDURJ NRPLQD X
NRMHPXJRULYDWUD
1DMGRMPOMLYLMH GRVWLJQXH ORYDNLK QDURGD ELOR MH VSLOMVNR VOLNDUVWYR
UH]EDULMHLNLSRYLQDNRMLPDSUHYODGDYDMXLYRWLQMH2GVYRMHJQDVWDQNDRYMHNMH
MHGLQVWYHQR QHRELQR L VYXGD SULVXWQR ELH LVWUDLYD SULURGH L SURL]YR D
RSUHPH NRMD PX RPRJXXMH GD VH SULODJRGL XYMHWLPD VYDNH VUHGLQH -HGLQR
RYMHN QLMH YH]DQ ]D VYRMX RNROLQX 0DWD UD]XP RWURXPQRVW SURQDODVFL L
RWNULD NUR]
VWROMHD RPRJXLOL VX RYMHNX QH GD VH SRGUHGL QHJR GD PLMHQMD

okolinu    6WYDUDODNL WDOHQW  WR GD SODQLUD L]PLOMD NUHLUD GD VH XGUXXMH
RPRJXLR MH QDVWDQDN SUYLK YHOLNLK FLYLOL]DFLMD %OLVNRJ ,VWRND 0H]RSRWDPLMH
(JLSWD .LQH ,QGLMH L GUXJLK NRMH JUDGH QDVHOMD SXWHYH VLMX LWR L SHQLFX
SULSLWRPOMDYDMX LYRWLQMH SDV NRQM JRYHGR  NRMH SRVWDMX GRPDH LYRWLQMH
5D]YLMD VH WUJRYLQD L REUW .RSQHQLP L  PRUVNLP SXWHYLPD RGYLMD VH UREQD
UD]PMHQD JUDGH VH XWYU HQMD KUDPRYL LUL VH JUDGVND NXOWXUD 5D]YRM VH
XEU]DYD L YH RNR  JSUQH *UFL JUDGH YHOHEQH SDODH NRMH YODGDUL L
VYHHQLFLNRULVWH]DREUHGQHL]DEDYQHVYUKH SURFHVLMHSOHVRYLERUEHQHLJUH 
.UHDQLJUDGHEURGRYHQDMHGUDLYHVODUD]YLMDMXLYXWUJRYLQX(JLSWRPL0DORP
$]LMRP )HQLDQL   L] VOLNRYQRJ SLVPD UD]YLMDMX DOIDEHW +DPXUDEL 
 GRQRVLVWURJR]DNRQRGDYVWYRSRQDHOXRNR]DRNR]XE]D]XESRWLH


       "!$#&%'( #&%")*+ ,-.)/).10)2)3,).)/) "-4156 "17 .)/1 8 9:1;<9 "6* ."-:=?>1@1>*?A )B1C1B*
DE;F G) H"2)I4 JLK M*("!N'( #&%")
, O. Kerovani, Rijeka, 1984, str. 20.

3*DUGLMDQ7XULVWLNHDJHQFLMHLWXURSHUDWRUL



WUJRYLQX REUW L SURFYDW NQMLHYQRVWL 0RMVLMH    YRGL ,]UDHOFH L] (JLSWD X
2EHDQX ]HPOMX =DSRLQMX YHOLNH LQGRHXURSVNH VHOLGEH 8 2OLPSLML J 
RGUDYDMX VH VYHDQH LJUH X IRUPL VSRUWVNLK QDWMHFDQMD *UNR MH REUD]RYDQMH
XNOMXLYDOR UD]YRM L GXKD L WLMHOD 5D]YLMD VH  JUND ILOR]RILMD NRMD MH SULYODLOD
PQRJH GHPRNUDWVNR GUDYQR XUH HQMH NXOWXUD L]UD XMH VH QRYDF 1DVWDMH L
UD]YLMDVHULPVNDGUDYDNRMDJUDGLSXWHYHYRGRYRGHDUHQHLOMHLOLWD WRSOLFH 
Ljudi sve vie putuju zbog posla (trgovine), migracija, ratnih pohoda, ali i
VWMHFDQMD]QDQMD]DEDYHOLMHHQMDRGPRUD]DGRYROMVWYDLUHOLJLMH
3R]QDWRMHGDVXOMXGLYHXWUHHPWLVXOMHXSXWRYDOLX(JLSDWGDYLGH
SLUDPLGH L GUXJH VSRPHQLNH 8 WR GRED X %DELORQXMHSRVWRMDODSUYDSRSORDQD
FHVWD
Uz kasnija su putovanja povezani i ustaljeni prometni pravci kao to su:
Put svile od Kine do Crnog mora, Jantarski put od Baltika do Sredozemlja ili
PutVROLRG-XQH$UDELMHL0DOH$]LMH
3RUHG WUJRYDFD QDMHH VX SXWRYDOL ILOR]RIL GUDYQLFL OLMHQLFL
]DEDYOMDL L SXWRSLVFL 3LWDJRUD L 3ODWRQ SURSXWRYDOL VX (JLSDW D $ULVWRWHO 0DOX
$]LMX 3XWRYDOR VH QD NRQMLPD PXODPD PDJDUFLPD GHYDPD VORQRYLPD
SMHLFH]DSUHJDPDEURGRYLPDLVOLQR
5DGL ]DGRYROMVWYD SXWRYDOR VH X *UNX QD 2OLPSLMVNH LJUH LOL X ULPVNH
DUHQHSUDYH]DEDYQHFHQWUHNRMLVXPRJOLSULPLWLSRVMHWLWHOMD5LPOMDQLVX
RYDNYHFHQWUHUD]RQRGHRGPRUDOLMHHQMDJUDGLOLLXQDLPNUDMHYLPDDUHQDX
3XOL 9DUDGLQVNH WRSOLFH 5LPVNH WRSOLFH  =DKYDOMXMXL L]JUD HQRM PUHL SUYRJ
 NP  L GXJRJ  NP  UHGD SXWHYD GREURM RUJDQL]DFLML SULMHYR]D V
NRQMVNLP]DSUHJDPDNRMHVXVHPRJOHPLMHQMDWLVYDNLKGHVHWDNNPVXVSXWQLP
SRVWDMDPDXNRMLPDVHPRJORSUHQRLWL5LPOMDQLVXPRJOLGQHYQRSUHOD]LWLSUHNR
NP8]WRSRVWRMDOLVXSXWQLXUHGL &XUVXV3XEOLFXV XNRMLPDVHX]SRWUHEQH
LQIRUPDFLMHPRJORUH]HUYLUDWLPMHVWRXNRLMDPDNXSLWLNDUWH]DSULMHYR]VPMHWDM
LSUHKUDQDQDXVSXWQLPVWDQLFDPDWHXQDMPLWLYRGLD]DUD]QHSUDYFHNUHWDQMDL
PMHVWDERUDYND=DVLJXUQRVWSXWRYDQMDSRFHVWDPDNRMHVXELOHSRGGUDYQRP
XSUDYRPEULQXODVHYRMVND
8 GRED $OHNVDQGUD 0DNHGRQVNRJ  ]D WUJRYLQX L ]D ]DEDYX ELR MH
SRVHEQR SR]QDW (IH]  JUDG QD LVWRQRM REDOL (JHMVNRJ PRUD 0DOD $]LMD  1D
SULUHGEH DNUREDWLDUD RQJOHUD PD LRQLDUD GUHVHUD LYRWLQMD X (IH] MH ]QDOR
dolaziti preko 70.000 ljudi godinje iz vrlo udaljenih krajeva.
1D RVYDMDNRP SXWX SUHPD ,QGLML $OHNVDQGUD MH L]QHQDGila 2 m iroka i
NPGXJDGREURRGUDYDQDFHVWDVSROLFLMVNLPSRVWDMDPDLSRLYDOLWLPD
Pod utjecajem unutranjih i vanjskih faktora Rimsko Carstvo se raspalo
J D QMLPH PUHD RGUDYDQLK SXWQLK SUDYDFD RUJDQL]DFLMD L VLJXUQRVW
SULMHYR]DSXWQLNDSXWQLKXUHGDLSRVWDMD3URSDX5LPVNRJ&DUVWYDQDVWDMHQL]
O
PDOLKGUDYDNRMH]DSRLQMXPH XVREQHUDWRYH 
'ROD]LJRWRYRRVDPVWROMHDVWDOQLKVXNREDUDWRYDLUD]DUDQMDUD]GREOMH
QDMPUDQLMHSRYLMHVWLRYMHDQVWYD8WDNYLPXYMHWLPDSXWXMHVHVDPRL]QXGHD


P

A Q0"5- RG). 8 ).)/1 S9*G1 8

Kako je propalo Rimsko svjetsko carstvo


e organizacije?.....Zato to se
svijet oko golema tijela posve izmijenio......Germani i Saramati, sjeverni Gali i koti, Armeni i
Perzijanci,
drugi
to su bili ranije...1]F
Druga
7 I-* su
56*posve
78
4).1X YNljudi,
Z [\ nego

517 A 51 .*?je^
."polovica,
6* 9Y=?>1_1da
@*?su
A i= `sami
>*
T  UV7 8 .G1?W" "?A .bili
udi.
est hiljada godina kruha



3*DUGLMDQ7XULVWLNHDJHQFLMHLWXURSHUDWRUL

SXWXMX VPMHOL SXWQLFL L SXVWRORYL 2GPRU


UD]RQRGD OLMHHQMH L KRGRDD NDR
a
PRWLYLSXWRYDQMDJRWRYRQLVXSULVXWQL


5D]YRMSXWRYDQMDGRVWROMHD

1DNRQ SURSDVWL 5LPVNRJ &DUVWYD GROD]L RVDP VWROMHD UDWRYDQMD
pustoenja i umLUDQMD RG JODGL 8 1MHPDNRM MH X  VWROMHX ELOR SHW
GXJRWUDMQLK WHNLK JODGL L RYMHN
MHGYD PRH VKYDWLWL NDNR MH (XURSD XRSH
b
PRJOD SUHLYMHWL WR VWROMHH Samostani....su prodavali
c svoje dragocjenosti u
VWUDQH]HPOMHVDPRGDQDKUDQHOMXGe koji su gladovali.
6PLULYDQMHPVXNREDLVPDQMHQMHPUDWRYDHXURSVNLSXWRYLSRVWDMXPDGD
UD]UXHQL VLJXUQLML SD LK WUJRYFL SUYL SRLQMX NRULVWLWL SUHQRVHL UREX QD
LYRWLQMDPD 8YRGH VH L NRLMH NRMH SRUHG  WUJRYDFD NRULVWH YLWH]RYL
SURSRYMHGQLFLVWXGHQWLSXVWRORYL
Siromatvo, bijeda i glad stvorili su u to doba prostor za duhovno
XWRLWH VLURPDQLPD X YHLQL HXURSVNLK ]HPDOMD 'D MH VLURPDWYR NRULVQR ]D
OMXGH PLOMHQMH MH NRMH GDQDV SURSRYLMHGDMX VDPRMRVXPQMLYLSXNLRGJRMLWHOML
.XOWXUD VH PRH UD]YLMDWL VDPR RQGMH JGMH SRVWRML QHNR RELOMH.DGDELVWDOQD
JODG L]OHJOD LGHMH RQGD EL VH OMXGL 6UHGQMHJ YLMHND PRUDOL GRVMHWLWL NDNR GD VH
SRYHDMX REUDGLYH SRYULQH LOL SREROMD SOXJ 8PMHVWR WRJD RQL VX QDOL QDLQ
kako se kruhd pogorava. Oni ustvari odavna nisu jeli kruh, kad su jo umiljali,
da ga jedu. 
&UNYD MH X WLP XYMHWLPD RVLJXUDOD SXW ]D QRYL EROML LYRW ]D RWYDUDQMH L
UD]YRMVYHYHLKKRGRDD/RXUGV/RUHWR5LP6YHWD=HPOMD)DWLPDLGUXJD
KRGRDD 1D SUDYFLPD ]D VYHWLWD JUDGH VH SXWHYL FHVWH D X] QMLK L UD]OLLWL
VDGUDML SRWUHEQL SXWQLFLPD  NRQDLWD JRVWLRQLFH WUJRYLQH SRWUHSWLQDPD
religioznim predmetima, suvenirima i drugo. Javljaju se i poduzetnici
KRGRDVQLNLK SXWRYDQMD NRML SUHX]LPDMX EULJX ]D FMHORNXSQR SXWRYDQMH 
prijevoz, smjetaj i prehranu. Posebno zahtjevna postaju putovanja Europljana
]D6YHWX=HPOMX
3URQDOD]DN WLVNRYQRJ VWURMD -*XWHQEHUJ J  RLYOMDYDQMH VWDUH
JUNRULPVNH XPMHWQRVWL L NXOWXUH 3HWUDUFD %RFFDFFLR /HRQDUGR GD 9LQFL
%RWLFFHOL  RWNULD QRYLKNRQWLQHQDWD .ROXPERJ9DVFRGD*DPD 
]QDQVWYHQLFL L ILOR]RIL UHIRUPDWRUL QRYLP ]QDQMLPD RWYDUDMX UD]GREOMH SURFYDWD
novog kulturnog, znanstvenog duhovnog stvaralatva. Sve to izaziva potrebe za
SXWRYDQMHPQRYLP]QDQMLPDXSR]QDYDQMHQRYLKXPMHWQRVWLQRYHNXOWXUHQRYLK
JUDGRYD L NUDMHYD 3LVFL WRJD YUHPHQD VYRMLP SXWRSLVLPD SURPRYLUDMX OMHSRWH
HXURSVNLK NUDMHYD L WLPH SRWLX LQWHOHNWXDOFH QD VYH HD SXWRYDQMD UDGL
L]JUDGQMHRYMHNDXSVLKRORNRLQWHOHNWXDOQRPVPLVOX

egfh;<9",i15"UVG38 9:
j
A . *jk 91-*G38 "/1 8 92V Y 7 )/).7 "15lW" 8 .)/).U.l17  0"G1 UmA 51  ,"UV5  n )A  /12) 9"A .G38 .oY 7 "15
/1 7 p .),17  0" A  E.RW5?A G1 2l8 9QA ."-.RY Q).U Q6 "?Ag-.RY
A 92q2?."1G1 8 9RW" "?A .1 r2)7  8 9*G?Ahksg "?A W  Ut?A /) r2?.1
Y Y7  8 "2)*W" 8 .Uu"U.)A .7 o9v?/9"A  G38 Ui   wxZE A 9XVy\ z:fh{
)/1 8 911G).| ?A .)}1 /).G38 .lA 51  ,"U."w~yF51  ,).Uk 7 :B"
1 >1@*
L4).1X YNZ [\ 
1]F517 A 51 .*?^
."6* 9Y=?>1_1@*?A = 1:
+ ?A t?A = * est hiljada godina kruha
E+ ?A t?A =?@"`:

3*DUGLMDQ7XULVWLNHDJHQFLMHLWXURSHUDWRUL



3XWRYDQMDL]WRJDUD]GREOMDRERJDWLODVXVYMHWVNXNQMLHYQRVWLVOLNDUVWYR
URPDQWLQLP GRLYOMDMLPD SUHNUDVQLP VOLNDPD L RSLVLPD SULURGH SHM]DD
NUDMROLND OMXGL LYRWLQMD RELDMD
NXOWXUD 7R VX ELOL QDMEROML SRWLFDML ]D QRYD VYH

YHDLXGDOMHQLMDSXWRYDQMD 
.DRSRVHEDQREOLNSXWRYDQMDRGVUHGLQHVWROMHDMDYLORVHSXWRYDQMH
UDGLREUD]RYDQMDLREYH]QRJNRORYDQMDPODGLKODQRYDSOHPVWYDDULVWRNUDFLMHL
WUJRYDFDNRMDVXWUDMDODXSUDYLOXWULGRHWLULJRGLQH.UR]LSUYXSRORYLFX
VWROMHD WD VX SXWRYDQMD GRELOD LUH UD]PMHUH L YHOLNL EURM SXWQLND SD VX L VYRMH
atraktivno nazvana GRAND TOUR 9(/,.238729$1-(


1.1.3. GRAND TOUR 3UHWHDWXUL]PD  

.UXQD SXWRYDQMD SR (XURSL X SRHWNX VH RUJDQL]LUDMX ]D PODGX
HQJOHVNX DULVWRNUDFLMX D NDVQLMH L ]D YUOR UD]OLLWH VORMHYH ]ERJ REUD]RYDQMD L
obveznog kolovanja. Ova putovanja u odnosu na ranija imaju karakteristike koje
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WXULVWHX6YHWX=HPOMX 3DOHVWLQX 2GJXYRGLUedovita godinja putovanja
X (JLSDW X] SORYLGEX 1LORP 1D 1LOX MH J ]DSORYLR L QMHJRY SDUREURG 2G
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SXWQLNLSURPHWQD1LOX
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Za prvo putovanje oko svijeta 1872.g. J.Verne je napisao roman Put
oko svijeta za osamdeset dana u NRMHP RSLVXMH PLWRYH NRML VX YODGDOL X
engleskom drutvu u to vrijeme. 
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svijetom i zapoljava preko 1700 radnika. Agencija mijenja ime 1872.g. u Cook
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obiteljskom vlasnitvu do 1931.g. 


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1.3.2.2. Cook and Son poslije Thomasa Cooka

Thomas Cook dao je ogroman doprinos razvoju turizma time to je:


 
Putovanje kao staru stvar SUHWYRULR X 129,  785,67,.,
352,=92'
 
Na putovanju se nudi paket usluga na jednom mjestu, to je
SXWRYDQMX GDOR QRYR ]QDHQMH QRYR HNRQRPVNR RELOMHMH 
83275(%1895,-('1267
 
.DR SRGX]HWQLN  LQRYDWRU &RRN MH VWYRULR 129( .83&( L QRYL
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nazivom Thos. Cook and Son. Pojavom zrakoplova kompanija Thos. Cook &
Son prva organizira specijalni let 1927.g. iz New Yorka u Chicago na ERNVPH
]DWLWXOXVYMHWVNRJSUYDND8FLMHQLDUDQPDQDSRUHGRVWDORJELODMHXNOMXHQDL
ulaznica za sjedita uz ring.
Tridesetih godina Thos. Cook & Son pregovara s tvrtkom La
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zavrava 1931.g. 
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NRPSDQLMD GRLYOMDYD VORP ]ERJ HJD MX EULWDQVND YODGD J SURGDMH X
SULYDWQRYODVQLtvo. Nakon pet godina (1977.g.) Thos. Cook & Son ima 10.000
VOXEHQLNDXXUHGDLSUHGVWDYQLWYRUDVSRUH HQRX]HPDOMD

3UHJOHGQDVWDQNDLUD]YRMDSXWQLNLKDJHQFLMDLXUHGDXVYLMHWX

3ULURGQRMHGDVXLGUXJLHQJOHVNLLHXURSVNLSRGX]HWQLFLEU]RUHDJLUDOLQD
YHOLNL&RRNRYXVSMHK

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 (QJOHVND 

9H J &RRN X (QJOHVNRM GRELYD MDNRJ NRQNXUHQWD X SXWQLNRM
DJHQFLML'HDQ 'DZVRQ.UDMHPVWROMHDRVQLYDMXVHLGUXJHDJHQFLMHNDR
to su John Frame i Sir. Henry Lunn. ZanimOMLYR MH GD SXWQLND DJHQFLMD
'HDQ 'DZVRQNDRMHGQDRGQDMVWDULMLKLYRGHLKSRVOLMH&RRNDGDQDVSRVOXMH
u sastavu kompanije Cook pod svojim imenom. 
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Polytechnic Tour iz kojeg je kDVQLMH QDVWDOD SXWQLND DJHQFLMD 3RO\NHFKHUH



-191Engleska
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_*?A =?_* postavi tako prvi moderni turist. Antunac I.,



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Tours poznata po poslovnoj brizi za putnika  QMHJXMXL RVREQL NRQWDNW L SR


XQDSUH HQMX RGPRUD UDGQLNH NODVH 2QH VH NDVQLMH XGUXXMX V DJHQFLMRP 6LU
Henry Lunn i danas posluju pod nazivom Lunn Poly.
*RGLne 1881. u Londonu je osnovana agencija Frames Tours Ltd., koja
NDRYODVQLNEURMQLKKRWHODRUJDQL]LUDUD]JOHGDYDQMH/RQGRQD
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Holidays, Global, Blue Sky, Cosmos, Cook & Son, te British Airways. 

2) vicarska

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Wilchenbart. Veliko iskustvo vicarskih poduzetnika u poslovanju s iseljenicima
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Alfred Kuoni 1908. osniva tvrtku Reiseburo Kuoni AG koja kasnije
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nazivom Deutsches Reiseburo GmbH(DER) sa sjeditem u Frankfurtu na
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Degener, Dr Tigges, Neckerman, Kaufkof, Karstadt i druge.

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Sthendal i drugi, tako da se u Francuskoj razvio pravi liberalni turizam.
Uz psiholoko djelovanje romantizma i pomodarstva, razvoju francuskog
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agenciju 1873.g. u Lyonu pod nazivom Agence Lubin. Ona je svoje poslovanje
EU]R SURLULOD X PQRJLP JUDGRYLPD )UDQFXVNH 3UYD SXWQLND DJHQFLMD VD
sjeditem u Parizu Grand Voyages Georges les Bourgeois oVQRYDQD MH WHN
1898.g. Kasnije su se razvile velike agencije kao to su: Havas Tourisme,
Wagono Lts., Bureaux de Tourisme SNCF i druge.

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*LXVHSSH 6RPPDULYD RVQLYDMX VYRMH DJHQFLMH NRMH VH XMHGLQMXMX X QDMYHX L
najpoznatiju u Italiji pod nazivom Chiari 6DPPDULYa. Ente Nazionale Industrie
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Compagnia Italiana per il turismo (CIT), Pier Busseti, STES i dr.

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U Norvekoj Thomas Bennet prvi je u skandinavskim zemOMDPD J
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agencija Reso u Stocholmu.
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J RVQRYDOH YHOLNL SXWQLNL biro Danska Statsbaners Rejsebureau sa
sjeditem u Kobenhavnu. U Danskoj danas posluje velika poznata agencija
Tjeborg.

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1893.g. u Belgiji posluje i druga velika agencija Voyages Dumoulin.

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(1876.g.) i Hoyman and Schuurman iz Amsterdama (1911.g.).

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Viajes Internacional Express.

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djelatnosti American Express Company se 1850.g. specijalizira za prijevoz
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agenciju. Istu je u Americi otvorio tek 1915.g. American Express Company
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Raymond and Whitcomb 1879.g. iz Bostona, Brownell Travel Bureau 
1887.g. iz Birminghama, Ask mr.Faster 1888.g. iz New Yorka, Carton Travel
Bureau 1899.g.
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RVQRYDQD MH SDUDOHOQR L WUHD DVRFLMDFLMD DJHQFLMH 8GUXJD QH]DYLVQLK SXWQLNLK
DJHQFLMD+UYDWVNH 813$+ 
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RVYDMDQMHWULWD za to vie turista.
$JHQFLMDPD ]D XVSMHK GDQDV WUHED NRQFHSW QRYRJ SRGX]HWQLND 
RUJDQL]DWRUD trgovca i suradnika velikih turoperatora.
.YDOLWHWD L GLIHUHQFLUDQRVW WXULVWLNRJD SURL]YRGD LPDW H VYH YHH
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SURFHVD,+UYDWVNDNDRL]UD]LWRUHFHSWLYQD]HPOMDLPDSRWUHEX
 
GDGLRWXURSHUDWRUVNLKSULKRGDL]SRVORYDQMDQDVYRPWHULWRULMXRVWYDUL
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GDVPDQMLRYLVQRVWVYRMHJWXUL]PDRWXURSHUDWRULPD]DNRMH+UYDWVND
SUHGVWDYOMDVDPRMHGQXRGVYMHWVNLKGHVWLQDFLMD

Kao to je ranije navedeno jedaQ GLR WXURSHUDWRUVNLK SRVORYD RG J
obavljao je ATLASOV Atlas  $LUWRXUV 8QXWDU WDGDQMH GUDYH SRVWRMDR MH
VSHFLMDOL]LUDQLWXURSHUDWRU]DSRQXGXRGPRUDQDSRGUXMXLWDYH-XJRVODYLMHNRML
MHQDMYHLGLRSRVODRVWYDULYDRQD-DGUDQXX+UYDWVNRM
3rva specijalizirana turoperatorska organizacija BEMEXTOURS s
SRVHEQLP QDJODVNRP QD WXULVWLNX SRQXGX +UYDWVNH RVQRYDQD MH J
2VQLYDL %HPH[WRXUVD VX ELOL ,1$COMMERCE iz Zagreba   XGMHOD L
BANCA DELLA SVIZZERA ITALIANA iz Lugana (vicarska    XGMHOD
8NXSQRXORHQLNDSLWDOMHL]QRVLPLOLMXQDGRODUD
%HPH[WRXUV VH QD WULWX 9HOLNH %ULWDQLMH 1L]R]HPVNH L %HOJLMH SRMDYLR
JLLVWHJRGLQHX+UYDWVNXMHGRYHRWXULVWD
Bemextours iri poslove i na druge poznate emitivne ]HPOMH (XURSH
%HPH[WRXUV JRGLQH  X $XVWULML 1MHPDNRM ,WDOLML )UDQFXVNRM L YLFDUVNRM
RVQLYDVYRMHQRYHRUJDQL]DFLMH
7XURSHUDWRUVNHRUJDQL]DFLMHX1MHPDNRM%HOJLMLL)UDQFXVNRMQRVHPDWLQL
naziv Bemextours, u Austriji Adria Reisen, a u Velikoj Britaniji Phoenix
Holidays, zatim u Nizozemskoj Phoenix Vakanties, i u Italiji Travelclub. Sa
svim organizacijskim jedinicama Bemextours je u Europi ostvario suradnju s
SUHNRWXULVWLNLKDJHQFLMD
8 FLOMX HILNDVQRJ UXNRYR HQMD PUHRP VYRMLK SUHGVWDYQLND NRML VX VH
QDOD]LOL X WXULVWLNLP PMHVWLPD L KRWHOLPD UDGL NRQWUROH NYDOLWHWH SUXHQH XVOXJH
klijentima, Bemextours je u Zagrebu otvorio stalno predstavnitvo.

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Bemextours se pokazao kao specijalist za Hrvatsku sa irokim


SURJUDPRPSRQXGHRGPRUDRGMDGUDQVNHREDOHLRWRNDGRSODQLQVNLKLMH]HUVNLK
FHQWDUD X] SRVHEDQ RGPRU ]D QDWXULVWH QDXWLDUH DNWLYDQ RGPRU 8 J
RVWYDULRMHIL]LNLSURPHWRGSXWQLNDLILQDQFLMVNLRGPLOLMXQDGRODUD
Kada 1985.
INA COMMERCE QLMH KWMHOD SRYHDWL VYRM XORJ X
Bemextoursu prestala je biti suvlasnikom. Iste godine INA COMMERCE
VDPRVWDOQRRVQLYDQRYRJWXURSHUDWRUD INATOURS koji uspostavlja poslovne
RGQRVH VD VYLP YDQLMLP WXULVWLNLP WULWLPD (XURSH 6ODED RUJDQL]DFLMD L
QHGRVWDWDN VSRVREQLK L 3 VWUXQLK NDGURYD GRYRGH GR SUHVWDQND UDGD
,1$72856$YHJ
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9HJ,1$RWNXSOMXMHGLRQLFDX]GRJRYRUGDXJRWNXSLSUHRVWDOL
GLR %XGXL GD MH ,1$ LPDOD VYRM NDSLWDO X YHHP EURMX KRWHOD L PDULQD QD
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DOL QHIRUPDOQL YHOLNL WXULVWLNL NRQFHUQ V PRJXQRX WDNYH SRQXGH L] NRMH VH
PRHNUHLUDWLYHOLNLWXULVWLNLSDNHWDUDQPDQ
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VH RULMHQWLUD QD LVWRQRHXURSVNR SD J X 3UDJX L %UDWLVODYL RWYDUD VYRMD
predstavniWYD
=D %HPH[WRXUV QDVWXSDMXR]ELOMQLSUREOHPLNDGDVHJ,1$RGOXLOD
rijeiti vlasnitva nad Bemextoursom i prepustiti ga Fondu za privatizaciju.
6ODELSRVORYQLUH]XOWDWSRVORYDQMDQD]DSDGQRHXURSVNRPWULWXGRYRGLGR
zatvaranja BemextoursovihODQLFDX%HOJLMLYHJX,WDOLML 7UDYHOFOXED 
J X YLFDUVNRM 1MHPDNRM L 6ORYDNRM J D 3KRHQL[ <DKDQWLHV X
1L]R]HPVNRMSUHVWDRMHVUDGRPJ
1DNRQJDHQMDQDYHGHQLKMHGLQLFD%HPH[WRXUVDQDWULWXDQDNRQWR
VX LK RWNXSLOL QMLKRYL GLUHNWRUL NDR WXURSHUDWRUVNH RUJDQL]DFLMH RSVWDOL VX
%HPH[WRXUV X 3DUL]X %HPH[WRXUV  X 3UDJX L $GULD 5HLVHQ X %HX NDR
specijalizirani turoperatori za Hrvatsku. Osim navedenih, posluju i I.D.Riva
7RXUVRGJQDWULWLPD%HOJLMH1L]R]HPVNHL1MHPDNHWH0LVLU5HLVHQ
QDQMHPDNRPWULWX
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L]ELOH YLMHVWL L VOLNH UDWD L XVSRVWDYLR QRUPDODQ UD]XPDQ SULVWXS WUHEDW H
vie vremena 7UHEDW H YUHPHQD GD VH SXQLP MHGULPD XNOMXLPR X WULQX
XWDNPLFXSULHPXSRQDYOMDPREH]SRPRLYHOLNLKWXURSHUDWRUDQHHPRPRL
3
nita ili vrlo malo napraviti!  6ORERGQD LJUD WULQLK VQDJD X NRQNXUHQWVNRP
NDSLWDOL]PXYRGLXSRVWXSQXNRQFHQWUDFLMX UDVWNUR]DNXPXODFLMX LFHQWUDOL]DFLMX
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UD]YRMD

Povijesna analiza nastanka i razvoja turizma kao drutvenog i


JRVSRGDUVNRJD IHQRPHQD SRND]DOD MH GD MH WXUL]DP QDVWDMDR L UDVWDR V
drutvenoHNRQRPVNLPUD]YRMHP
/MXGLVXRGXYLMHNSXWRYDOLDOLWHNLQGXVWULMVNDUHYROXFLMDRPRJXDYDGDVH
ekskluzivnost drutvene elite pretvara u masovnost, u putovanje irih slojeva
drutva.
6ORERGQR YULMHPH VORERGQD ILQDQFLMVND VUHGVWYD L SRWUHED ]D
REQDYOMDQMHP RYMHNRYH IL]LNH L SVLKLNH HQHUJLMH WH GUXWYHQD SRWUHED ]D
UD]YRMHP QRYRJD JRVSRGDUVWYD PRWLYLUDQRJ EL]QLVRP  ]DUDGRP RPRJXLOL VX
QDVWDQDNWXULVWLNLKDJHQFLMD
0DVRYQLWXUL]DPSUHGVWDYOMDWDNYXGUXWYHQXSRMDYXXNRMXVHXNOMXXMH
YHOLNL EURM VWDQRYQLND HPLWLYQLK SRGUXMD NRML VH X] SRVUHGRYDQMH WXULVWLNLK
DJHQFLMD SRMDYOMXMX NDR SRVHVLYQL SRWURDL SULURGQLK L NXOWXUQLK UHVXUVD
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VORERGQD SULURGQD GREUD  OMHSRWD SHM]DD SULURGQL IHQRPHQL NXOWXUQH
]QDPHQLWRVWL NOLPD LVW ]UDN L GUXJR 6ORERGQD SULURGQD GREUD X VYRP
SULURGQRPREOLNXWHNVWXUL]PRPGRELYDMXHNRQRPVNXYULMHGQRVW
7LPH WR SULURGQD L NXOWXUQD GREUD SRGPLUXMX RYMHNRYH VHNXQGDUQH
SRWUHEH NRMH PX NRULVWH RQL SRVWDMX URED NRMD QD WXULVWLNRP  WULWX SRVWLH
VYRMXFLMHQXNDRL]UD]YULMHGQRVWL
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GMHODWQRVWLXJRVWLWHOMVWYDSURPHWDSRVUHGRYDQMDLGUXJR
Thomas Mun je jo 1630.g. postavio potrebu da se na aktivnoj strani
SODWQH ELODFH ELOMHH L]QRVL ]D UD]QH XVOXJH NRMH VH SUXDMX LQR]HPFLPD X
(QJOHVNRM  ,VWL MH SRVWXSDN SUHGYLGLR

L QD SDVLYQRM VWUDQL NDGD VH UDGL R


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SRGUXMLPD $XVWULMH RGUDQRJ .g. u Grazu, i doao do spoznaje da su
VWDYRYLL]DNOMXFLL]JYUORDNWXDOQL(YRQHNLKRGWLKVWDYRYDL]DNOMXDND
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VX ]UDN NOLPD OMHSRWD SHM]DD L VOLQR WH WDNR GRELYDMX HNRQRPVNX
YULMHGQRVW
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JRVSRGDUVNRJLEDQMHVWYDUDWULWH]DORNDOQHSURL]YRGHNRMLLQDHQH
ELGRVSMHOLQDWULWH

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QD GREUD L XVOXJH NRMH VH SUXDMX WXULVWLPD WUHED JOHGDWL HNRQRPVNL 
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GDNOHRGUH HQLKRGQRVDQDWULWX 

2YDNYD ]QDQRVW R WXUL]PX RG QDURLWRJ MH ]QDHQMD ]D QHUD]YLMHQH


]HPOMH L ]HPOMH X UD]YRMX NRMH XSUDYR UDVSRODX QH]DJD HQLP L DWUDNWLYQLP
SULURGQLP L NXOWXUQLP GREULPD NRMD QHPDMX HNRQRPVNX YDORUL]DFLMX 5D]YRM
WXUL]PDRPRJXDYD]DSROMDYDQMHOMXGLLDNWLYLUDUDVSRORLYHUHVXUVH0H XWLPWX
nastaju i problemi za turizam, jer dominantno seosko stanovnitvo, bez
SUHNYDOLILNDFLMDQLMHVSRVREQR]DWXUL]DP
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trebalo. To je dovelo do vika slobodnog vremena i vika slobodnih sredstava, i
GRVYHYHHPRJXQRVWL]DGRYROMHQMDVHNXQGDUQLK LWXULVWLNLK SRWUHED
0DVRYQL WXUL]DP GUXJH SRORYLQH  VWROMHD VWYRULR MH QD WULWX YHX
SRWUDQMXRGSRQXGHRPRJXDYDRMHGDVHXMHNXWXULVWLNHVH]RQHSURGDVYH
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XYUKXQFXVH]RQHL]MHGQDDYDMXLQDHMHSRQXGDVWDOQRYHDRGSRWUDQMH2YR
VWDQMH GRYRGL WXUL]DP X VDVYLP QRYX VLWXDFLMX X NRMRM MH SURGDMD WXULVWLNRJD
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]DKWLMHYD GD VH RXYD PDWHULMDOQD L HQHUJHWVND UDYQRWHD to se od prirode u
MHGQRP REOLNX X]LPD PRUD MRM VH X GUXJRP REOLNX YUDWLWL 5D]YRM JRVSRGDUVWYD
WUHEDXVPMHUDYDWLWDNRGDVHUHVXUVLNRULVWHXPMHULXNRMRMQHHQDUXLWLQMLKRYX
UHSURGXNFLMX L UDYQRWHX =DWR VH X ID]L GRQRHQMD RGOXND R LQYHVWLFLMDPD WUHED
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RNROLQH 8 VXSURWQRP XJUR]LW H VH SULURGQL UHVXUVL NRML SUHGVWDYOMDMX  WHPHOM
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RGYRGQMD LVWRD RGUDYDQMH SRYULQD L GU  WXULVWLNLK NRPSOHNVD NRML VX
L]JUD HQL X HUL PDVRYQRJ WXUL]PD QHSULPMHUHQRJ VDGUDMD L REOLND  NRORVL
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Masovni turizam izazvao je i sociolokH SUREOHPH PQRJLP ]HPOMDPD X
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kretanjem u sutini su socioloki fenomen s odrazom na mnoge sektore
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SXWRYDQMHP UD]RQRGRP RGPRURP XHQMHP UHNUHDFLMRP L GUXJLP VDGUDMLPD
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predstavljaju osnovu ekonomske funkcije turizma i uspjenogD SRVORYDQMD
SRGX]HDUHJLMHL]HPOMH

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LQ SRWURQMH X SURFHVX UHSURGXNFLMH ]QDL SRWUHEX SURL]YRGQMH L
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WXULVWD NDR HNRQRPVNRP NDWHJRULMRP NRMD LPD VYRMX WHLQX L GLPHQ]LMX X
QDFLRQDOQRPJRVSRGDUVWYX
Analizom utjecaja turizma preko potronje na gospodarstvo dolo se do
GLIHUHQFLMDFLMH L RSLVD SRGX]HD UD]QLK JRVSRGDUVNLK JUDQD QD NRMH VH WD
SRWURQMD RGUDDYD 7RP VH DQDOL]RP ]DNOMXXMH GD QHPD JRWRYR QL MHGQRJ
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0otivi kao to su: (1) svetoVYMHWRYQR  RELQRQHRELQR  SRWLFDMQLL


SULYODQL RNYLU   LQYHU]LMVNL RNYLU L   RNYLU LJUH QDOD]H VH X VLVWHPX LUH
RUJDQL]DFLMHWXUL]PD


 6YHWRVYMHWRYQR

6XYUHPHQL WXUL]DP LVSXQMDYD L RQH IXQNFLMH NRMH VX UDQLMH LVSXQMDYDOL
UHOLJLMVNLREUHGLSULPMHUSRVMHWD:DOW'LVQH\HYLPFHQWULPD9MHUVNLFHQWUL SULP
0H XJRUMH LGDQDVVXHVWLREOLFLWXUL]PDNRMLUD DMXWXULVWLNHSRWUHEH%LWLEOLH
%RJXLOLVXQFXLOLPRUXVDVYHWLPLOLVYMHWRYQLPPRWLYLUDOMXGHGDSXWXMXSRVWDMX
GLRRSHVYMHWVNRJGXKDLSRNUHWD

 2NYLURELQRQHRELQR

RYMHNRYR VYDNRGQHYQR SRQDDQMH UHJXOLUDMX EURMQH VRFLRNXOWXUQH
QRUPH GUXWYHQH ]DMHGQLFH NRMRM SULSDGD RYMHNRYR MH SRQDDQMH XRNYLUHQR
zadanim drutvenim obrascima. On je SRG SULWLVNRP PRQRWRQH VYDNRGQHYLFH
%LMHJRPRGWHUHWDWHVYDNRGQHYLFHRYMHNHOLLVSXQLWLVYRMXSRWUHEXSURPMHQRP
SXWRYDQMHP]DGUXNLMLPLQHXRELDMHQLPVYLMHWRP

 3RWLFDMQRSULYODQLRNYLU

3RWLFDMQL PRWLYL SURL]OD]H L] SROLWLNH ]HPOMH NRMD UD]YLMD WXUL]DP L NRMD
SRWLH OMXGH QD ELMHJ L] VYDNRGQHYLFH 6 GUXJH VWUDQH L] WXULVWLNLK PMHVWD
VWYDUDMXVHSULYODQLSRWLFDML]DEX HQMHSRWUHED]DSXWRYDQMHPXWDPMHVWD

 ,QYHU]QLRNYLU

3RYUDWDN RELDMLPD NDR DQWURSRORNL RNYLU GDMH SRWLFDMQH VQDJH L
HQHUJLMXWXULVWLNRMPRWLYDFLML3RWUDJD]DGUXNLMLPREOLFLPDLYRWDGDMHWHPHOMQX
energiju turizmu. Biti kraljem, ribarom, seljakom, lovcem samo jedan dan
HOMDMHPQRJLKWXULVWD7DMRNYLUDQWURSROR]LPDNRULVWLSULREMDQMHQMXSRQDDQMD
WXULVWDNDGDVHXNOMXXMXXL]YR HQMHQHNLKORNDOQLKLJDUDLULWXDOD

 2NYLULJUH

9HRPDVXEURMQLUD]OR]L]DLJUXNRMLPDVHRYMHNVYDNRGQHYLFHRWLVNXMH
RG RELQRJ VYLMHWD ,JUD SUHGVWDYOMD ]QDDMDQ SRWLFDM ]D WXUL]DP ]D RQDM GLR
VORERGQRJ YUHPHQD X NRMHP RYMHN LVND]XMH VYRMX NUHDWLYQRVW , VSRVREQRVW
YULMHGQRVW SRVWRMDQMD )HQRPHQ LJUH QMHQRJ ]QDHQMD LPD SRVHEQX XORJX X
UD]YRMXOMXGVNHELWLRYMHNMHELHRWYRUHQLKPRJXQRVWL]DUDGOMXEDYYODGDQMH
LJUXRGQRVQRRYMHNSRVWRMLNDRUDGQLNERUDFVPUWQLNNDRELHNRMHYROLLNRMH
se igra... Igra je u svemu tome posebna jer se u njoj zajedno ogledaju i rad i
OMXEDYLERUEDLXPLUDQMHLVDPDLJUD



3*DUGLMDQ7XULVWLNHDJHQFLMHLWXURSHUDWRUL

,JUDNDR]DEDYDLVSXQMDYDRYMHNRYRVORERGQRYULMHPH2QDMHSRVHEQD
NYDOLWHWD RYMHNRYD LYOMHQMD ,JUD SRVMHGXMH VYHDQL NDUDNWHU GXK VODYOMD L
SRVWRMDQMD8VSMHDQRYMHNYRGLUDXQDRYODVWLWRMELWL
6YDNRGQHYLFD WXULVWD L GRPDLQD PRH ELWL L NUHDWLYQD L LVSXQMHQD
LYRWQLPVPLVORPLLJURPUDGRXVUHRPDOLLVWRWDNRRQDPRHELWLSUD]QD
PRQRWRQD GRVDGQD WXQD RWXSOMXMXD WR MH SRHOMQR ]D  XVSMHDQ WXUL]DP"
=DGRYROMDQ JRVW 6DGUDMQD VYDNRGQHYLFD L WXULVWD L GRPDLQD 5D]PMHQD L
RERJDHQMH WULMX NXOWXUD  WXULVWLNH XYH]HQH L ORNDOQH 7R MH QRYD NUHDWLYQD
DVLPLODFLMDWLKNXOWXUD
6DPRGLRRYRJDPRJXREDYLWLYLHSRWDLWXULVWLNLVWUXQMDFLSODQRYLPD
razvoja turizma, paketDUDQPDQLPDLOLWXULVWLNLPSURL]YRGLPD
7XUL]DP LPD EXGXQRVW VDPR DNR FLOM QMHJRYRJ UD]YRMD EXGH YLH
RYMHQRVWL GD MH WXUL]DP VWYRUHQ UDGL RYMHND D QH RYMHN UDGL WXUL]PD
9UDDQMHRYMHNXOMXGVNLPNUHSRVWLPDVRFLMDOQLPVSRVREQRVWLPDLXGRUHGQRP

SRLPDQMXLYRWD


 3ULSUHPH ]D SXWRYDQMH GRLYOMDML WXULVWD L GRPDLQD  XYMHWL
uspjenosti razvoja turizma

6YLMHWRP GDQDV SXWXMH SUHNR  PLOLMXQD OMXGL NRML R SXWRYDQMX X
SURVMHNX ]QDMX YUOR PDOR WR VH RG SXWRYDQMD PRH RHNLYDWL GRLYMHWL EH]
SULSUHPH L SUHG]QDQMD EH] ]ELOMVNH L VYMHVQH VSUHPQRVWL ]D UD]XPLMHYDQMH
GRPDLQD"
1RUPDOQRMHGDXLYRWXXLPRLWDWLSLVDWLUDXQDWLSOHVDWLYR]LWLDXWRL
GUXJRD]DWRQHELVPRXLOLLSXWRYDWL"
Zato se djeca od prvih razreda ne osposobljavaju i za putnike WXULVWH"
.DNR VH NUHWDWL NDNR RGPDUDWL PLURYDWL SURPDWUDWL NRULVWLWL VORERGQR YULMHPH
.DNRJOHGDWLLXLYDWLUD]XPMHWLLWRYDWLSULURGXLQDLQLYRWDGUXJLKOMXGLQDURGD
YMHUD UDVD  .DNR VDXYDWL SULURGQD L GUXWYHQD ERJDWVWYD ]GUDYL RNROL ]D
EXGXHJHQHUDFLMH
8 SULSUHPDQMX ]D WXUL]DP L QH VDPR WXUL]DP YH L VYDNRGQHYQL LYRW
]DWRQHQDXLWLNDNRXLWLLUDGLWLSonaati se u susretu s drugim ljudima, ljudima
GUXJLK NXOWXUD YMHURYDQMD VWDYRYD LQWHUHVD PRWLYD" .DNR VXVUHWH JRVWD L
GRPDLQDXLQLWLQRUPDOQLMLPUD]XPOMLYLMLPMHGQRVWDYQLMLPKXPDQLMLP".OMX]D
KXPDQL]DFLMXSXWRYDQMDMHVWQRYLVXYHUHQRYMHNRYMHNNRMLSR]QDMHVDPDVHEH
LVYRMHPRWLYHNRMLMHQDXLRNULWLNLJOHGDWLQDVDPRJDVHEHXVYLMHWX]QDQMDR
MH ]DYULR QHNX YUVWX XQXWUDQMHJ SXWRYDQMD L ]ERJ WRJD
WX LP NXOWXUDPD
NRML

postao skroman.
2VLP SULSUHPH WXULVWD ]D WXUL]DP SRWUHEQD MH SULSUHPD L  GRPDLQD ]D
WXUL]DPRGVOXEHQLNDWXULVWLNLKDJHQFLMDLXUHGDXJRVWLWHOMDWUJRYDFDODQRYD

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NXOWXUQLK GUXWDYD SROLWLNLK VWUDQDND VLQGLNDWD FUNYH  FMHORNXSQRJ ORNDOQRJ


stanovnitva.
6YLPD NRML LYH RG WXUL]PD LOL NRML RGUH HQR YULMHPH LYH NDR WXULVWL
SRWUHEQRMHSULKYDWLWLYULMHGQRVWLVXYUHPHQRJLYOMHQMDXNRMHPMHWXUL]DPSRVWDR
UHGRYDQVDVWRMDN=DKWMHYMHUD]YLMDWLLXQDSUH LYDWLWDNYHREOLNHWXUL]PDNRMLGDMX
NRULVWL VYLP VXGLRQLFLPD WXULVWLPD GRPDHP VWDQRYQLWYX SRGX]HLPD  EH]
SRVHEQLK HNRORNLK L GUXWYHQLK SRVOMHGLFD 3RWUHEQD MHVWDOQDEULJDRRYMHNXL
RNROLX 5D]YLMDWL SULODJR HQL D QH DJUHVLYQL WXUL]DP WXUL]DP V YLH
RYMHQRVWL L SULURGQRVWL *OHGDWLQDSRVOMHGLFHYODVWLWRJUDGDXLUHPNRQWHNVWX
.RULVWLWLSRUXku: misliti globalno djelovati lokalno.
8 UD]YRMX PDVRYQRJ WXUL]PD WUHED VDXYDWL L UD]YLMDWL LQGLYLGXDOQL L
KXPDQLSULVWXSWXULVWXLGRPDLQXDGDVHQHRGEDFL]QDDMPDVRYQRJWXUL]PD
NRML SRLYD QD SRWHQRM UD]PMHQL 8 WRM UD]PMHQL GRPLFLOQR VWDQRYQitvo treba
LJUDWL YRGHX XORJX VYRMLP UDGRP ]QDQMHP LPRYLQRP GRPDRP NXOWXURP
GRPDRPNXKLQMRPGRPDLPRELDMLPDULWXDORP
8VSMHVLSR]QDWLKWXULVWLNLKPMHVWDXNRMLPDMHXVSRVWDYOMHQDPLUROMXELYD
koegzistencija sve vie dobivaju na svojoj privlaQRVWL7RMHQDMEROMLSRND]DWHOMR
SUHGRGEDPD L HOMDPD WXULVWD 7R MH SRND]DWHOM SODQHULPD WXUL]PD WXULVWLNLP
DJHQFLMDPD L VYLP GUXJLP VXGLRQLFLPD VXYUHPHQRJ WXUL]PD ]D SROLWLNX  L
VWUDWHJLMXUD]YRMD

8 HPX MH NOMX RUJDQL]LUDQMD ]DGRYROMQRJ LYRWD X WXULVWLNRP PMHVWX"
7NR VH VYH X WR WUHED XNOMXLWL" 'RPDLQL" 7XULVWLNH DJHQFLMH L WXURSHUDWRUL"
8JRVWLWHOML"7XULVWLNDGUXWYD"7XULVWL"6YL]DMHGQR"
WR GRPDLQL WUHEDMX RPRJXLWL WXULVWLPD" WR SRHOH SD L GD GRLYH
SULURGQH QHSRJRGH  QHYULMHPH YMHWURYH ROXMH PXQMH L JURPRYH" 8LWNH
REDYOMDQMD VHRVNLKSRVORYDQDSROMXOLYDGLXXPLYUWX"%U]RKRGDQMHLWUDQMH
UDGL RWNODQMDQMD QDSHWRVWL" ,OL PLUQR SMHDHQMH SR SMHDQLP SODDPD
EHWRQLUDQLP VWD]DPD X] UD]JRYRU V GUXJLP HWDLPD D PRJXH MH GD VH SUYR
LVSDYDPRLWDNRRVSRVRELPR]DQRYDUDVSRORHQMDGRMPRYHLXLWNH0RJXHMH
RGORLWLVDWLLVNOMXLWLYULMHPHRVORERGLWLVHYUHPHQVNRJSULWLVNDLLYMHWLL]GDQDX
dan, a orijentirati se prema suncu, prepustiti se vlastitom bioritmu.
.DNR QDSXQLWL EDWHULMH LVSUDQMHQH QD SRVOX X VYDNRGQHYLFL PMHVWD
LYOMHQMD"3UHSXVWLWLVHYODVWLWLPRVMHWLOLPDQDVXQFXXPRUXPLULVXSULPRUVNRJ
ili planinskog bilja, ljepoti krajolika. Kako osjetiti radost zbog malih stvari
SULNXSOMDQMD GLYOMHJ FYLMHD QHRELQLK NDPHQLD NROMDND SXLD MHHYD L
SUDYOMHQMD VYRMLK VXYHQLUD" .DNR X PDVL WXULVWD SURQDL SULOLNX ]D GUXHQMH 
SULDQMH HWDQMH ]DEDYX GLMHOMHQMH ]DGRYROMVWYD XLWDND PDOLK GDULYDQMD
DHQMDQRYLKGRLYOMDMDRWYRULWLVH]DSULPDQMHLGDYDQMHVUHH
.RMLK VH SUDYLOD SULGUDYDWL NDR WXULVWL L GRPDLQL GD EL RVWYDULOL EROML L
XVSMHQLMLWXUL]DPGDELELOL]DGRYROMQLMLLJRVWLLGRPDLQL"

5D]OLLWL DXWRUL NRML VH ]DODX ]D KXPDQL]DFLMX VYRMH SUHGRGEH R
ponaanju na putovanju L]UD]LOL VX WR RGUH HQLP SUDYLOLPD kodeksima
SRQDDQMD2QLWDSUDYLODXSXXMXSXWQLFLPD.ULSSHQGRUIMHVYRMHSULMHGORJH]D
dobro ponaanje na putovanju izrazio geslom: Dobre nakane za obzirno
SXWRYDQMH



3*DUGLMDQ7XULVWLNHDJHQFLMHLWXURSHUDWRUL

%LWLXOMXGDQDQHQDVLODQ
znati sluati a QHVDPRXWL
VKYDWLWLDQHGRKYDWLWL
UD]XPMHWLDQHWHNX]HWL
VUHVWLDQHWHNSURLPLUQR
GRLYMHWLDQHLLYMHWL
tovati a ne prezreti,
VPLMDWLDQHLVPLMDWL
SLWDWLDQHRGJRYDUDWL !
WUDLWLDQHVDPRQDL

1DYHGHQLVDYMHWLQLVXSURSLVLRSXWRYDQMXQL]DSRYLMHGLL]DEUDQH7UHED
LK]QDWLDQHVOLMHSRSURYRGLWL2QMLPDUD]PLOMDWLUDGLJUD HQMDRVREQRJVWDYDR
turistu i turizmu u suvremenu svijetu, o potenom i odgovornom odnosu prema
SULURGQRMRNROLQLLSUHPDGUXJLPOMXGLPD
Problematika turista i turizma izuzetno je kompleksna. U nju su
XNOMXHQL EURMQL IDNWRUL L DNWLYQRVWL EURMQH HOMH L LQWHUHVL 1D VWUDQL SRQXGH
XNOMXHQL VX PQRJL UHVXUVL RG SULURGQLK JRVSRGDUVNLK OMXGVNLK .RULVWH VH
UDVSRORLYHPRJXQRVWL]QDQMDXPLMHDHOMHVSRVREQRVWLXVYMHWVNRMXWDNPLFL
]D YLH JRVWLMX L ]D YHLP GLMHORP WXULVWLNRJ NRODD 6YL QDSRUL L XODJDQMD X
WXUL]DPQHYUDDMXVHRGPDKRHNLYDQLPUH]XOWDWLPDMHU1HSRVWRMLMHGQRVWDYQL
OLQHDUQL RGQRV L]PH X UDVWD WXUL]PD L HNRQRPVNLK NRULVWL 8 SRHWQRM ID]L
turizam stvara mnogo radnih mjesta. Kasnije, ... , sve se vie pojavljuju
QHJDWLYQH SRVOMHGLFH 7R XNOMXXMH SUHYHOLNR LVNRULWHQMH UHVXUVD ]DNUHQRVW
SURPHWD
" ]DJD HQMH XYR] UDGQH VQDJH L NRQIOLNW V RVWDOLP NRULVQLFLPD
prostora.



















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3RMPRYQRGHILQLUDQMHPMHVWDLXORJHYHOHSRVUHGQLNDQDWULWX

*RVSRGDUVND SRYLMHVW ERJDWD MH EURMQLP WHKQLNLP RWNULLPD QRYLP


WHKQRORJLMDPD L QRYLP SURL]YRGLPD 3RYLMHVW ELOMHL VWDOQL UD]YRM GUXWYHQH L
WHKQLNHSRGMHOHUDGDDRQDMHGRYRGLODGRVYHYHHJXGDOMDYDQMDSURL]YRGQMHL
potronje, kao krajnjih polova reprodukcije. Ako se XVSRUHGR SUDWL UD]YRM
SURL]YRGQMHLSRWURQMHRQGDPRHPRGRLGR]DNOMXNDGDLKMHUD]YRMGUXWYHQH
L WHKQLNH SRGMHOH UDGD VYH YLH UD]GYDMDR .DR SRVOMHGLFD WRJD LOL ]DKYDOMXMXL
WRPH VWDOQR MH UDVWDR RSVHJ L VDGUDM IXQNFLMD X ID]L UD]PMHQH UREH L XVOXJD
0H X WLP UD]YRMQLP SURFHVLPD X GUXWYHQRM UHSURGXNFLML RGYLMDR VH L SURFHV
QDVWDQNDLUD]YRMDSXWQLNLKDJHQFLMDLWXURSHUDWRUD
6OLQRWUJRYLQL QDYHOLNRLQDPDOR NRMDVHGDOHNRUDQLMHDILUPLUDODXID]L
UD]PMHQHWXULVWLNHDJHQFLMHVYRMXDILUPDFLMXGRLYOMDYDMXXGUXJRMSRORYLFLVW
D WXURSHUDWRUL X VWROMHX .YDOLWHWD REDYOMDQMD SRVORYD L UDFLRQDOQRVW
SRVORYDQMD RSUDYGDYDMX GRVDGDQMH SRVWRMDQMH L UD]YRM WXULVWLNH DJHQFLMH
(trgovaca na malo) i turoperatora (veletrgovaca).
6DGUDM L ]QDHQMH YHOHWUJRYDNH IXQNFLMH VDVWRML VH X VWYDUDQMX
XVNODGLWHQMX  YHOLNRJ DVRUWLPDQD SURL]YRGD RG QL]D SURL]YR DD L] UD]OLLWLK
SURVWRUQLK XGDOMHQRVWL L GLVWULEXLUDQMX WLK SURL]YRGD GR WUJRYLQD QD PDOR L
SRWURDD 1DMYDQLMH IL]LNH DNWLYQRVWL WUJRYLQH QD YHOLNR VDVWRMH VH SUYR X
prijevozu i drugo, u uskladitenju robe.
Prijevoz robe iz mjesta proizvodnje (ponude) u mjesto potronje
SRWUDQMH  SUHGVWDYOMD SUYL ]DGDWDN YHOHWUJRYLQH 'UXJL MH]DGDWDNXVNODGLWHQMH
UREHLSUHEUR DYDQMHYUHPHQVNHQHXVNOD HQRVWLL]PH XSURL]YRGQMHLSRWURQMH
, WXURSHUDWRU QD WHPHOMX SRQXGH QL]D SURL]YR DD UD]OLLWLK UHFHSWLYQLK
GHVWLQDFLMDNXSXMHXVOXJHLVWDYOMDLKXSDNHWDUDQPDQ7XURSHUDWRUMHXVWYDUL
WUJRYDFQDYHOLNRNRMLVDVWDYOMDRGYRMHQHHOHPHQWHRGNRMLKVHVDVWRMLMHGQDWXUD
3
LOLSDNHW putovanja, kao to su prijevoz, zemaljske usluge te smjetaj.
Turoperator se javlja na strani kupaca paualnih putovanja, time to kao
SRGX]HWQLN RUJDQL]LUD SDXDOQD SXWRYDQMD VDVWDYOMHQD RG SRMHGLQDQLK XVOXJD
QRVLWHOMDWXULVWLNHSRQXGHWHLKNDRMHGLQVWYHQLSDNHWDUDQPDQQXGLQHSRVUHGQR
NOLMHQWLPDLOLSUHNRWXULVWLNLKDJHQFLMD
3RVUHGQLND IXQNFLMD WXURSHUDWRUD VDVWRML VH X SUYR SULNXSOMDQMX
SRMHGLQDQLK XVOXJD UHFHSWLYQLK PMHVWD L GUXJR X VDVWDYOMDQMX L VWDQGDUGL]LUDQMX
paketDUDQPDQDWHQMLKRYXQX HQMXNXSFLPDXHPLWLYQLPPMHVWLPD3LWDQMHMH
WNRPRHWDNRXVSMHQRLUDFLRQDOQRNDRWXURSHUDWRUSUDWLWLLSR]QDYDWLWXULVWLNX
SRQXGX QDMXGDOMHQLMLK UHFHSWLYQLK SRGUXMD L V SRQX DLPD RVWYDULWL SRWUHEQH
SRVOovne ugovore, potom osmisliti i organizirati atraktivne paketDUDQPDQH L
QXGLWL LK QD HPLWLYQLP WULWLPD QHSRVUHGQR LOL SRVUHGQR SUHNR GUXJLK WXULVWLNLK

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DJHQFLMD LOL WXURSHUDWRUD 1DNRQ RYRJ GLMHOD SRVORYD GROD]L  GUXJL IL]LNL GLR X
NRMHP VYH SXWQLNH WUHED GRYHVWL GR QMLKRYH GHVWLQDFLMH SUHPD SURJUDPX
osigurati smjetaj, prehranu, boravak i na kraju povratak. 
=DREDYOMDQMHWXURSHUDWRUVNLKSRVORYD NDRLYHOHWUJRYDNLK SRWUHEQLVX
RGUH HQL PDWHULMDOQL L QHPDWHULMDOQLSUHGXYMHWLNYDOLILFLUDQLNDGURYLLPDWHULMDOQD
VUHGVWYD]DUDG
7XURSHUDWRUPRHXVSMHWLMHGLQRSRQXGRPNYDOLWHWQLKSDNHWDUDQPDQD
X VXUDGQML V SURL]YR DLPD SURL]YRGD L XVOXJD WH WXULVWLNLP DJHQFLMDPD X]
SRYROMQHFLMHQHLRGJRYDUDMXXSURPRFLMX
.DUDNWHU SRVORYD WXURSHUDWRUD X GLMHOX SURPHWQH ID]H UHSURGXNFLMH
]DKWLMHYD QH VDPR YLVRNRNYDOLWHWQH NDGURYH QHJR L VSHFLMDOL]LUDQH NDGURYH
6SHFLMDOL]DFLMDNDGURYDPRHVHREDYOMDWL
D  prema paketDUDQPDQLPDL
E  SUHPDVHJPHQWLPDNXSDFD
U razvijenim gospodarstvima i drutvima za razvoj to efikasnijih veza
L]PH X SURL]YRGQMH L SRWURQMH NRULVWH VH VYH YLH PDUNHWLQNH PHWRGH L
SRVWXSFL %XGXL GD SURL]YR DL WXULVWLNLK XVOXJD JXEH GLUHNWQL QHSRVUHGQL
NRQWDNW V WULWHP WYUWNDPD  PRUDMX VWYDUDWL QRYL VXVWDY YH]D V NDQDOLPD
SURGDMHGDELVHRPRJXLRUHQWDELODQSODVPDQSURL]YRGDLXVOXJD3RUHGL]ERUD
NDQDOD SURGDMH SURL]YR D PDUNHWLQNH RULMHQWDFLMH WUDL L JUDGL RSWLPDOQX
NRPELQDFLMX L RVWDOLK LQVWUXPHQDWD PDUNHWLQJ PLNVD  SURL]YRGD FLMHQH L
SURPRFLMH
8VXYUHPHQLPXYMHWLPDSULYUH LYDQMDSURL]YR DLSURL]YRGDLXVOXJDSUL
L]ERUX NDQDOD SURGDMH WXURSHUDWRUD L DJHQFLMH  SURFMHQMXMX QMLKRYX SRVORYQRVW 
HILNDVQRVW UDFLRQDOQRVW OLNYLGQRVW L VSUHPQRVW QD NRUHNWQX VXUDGQMX .DQDOL
SURGDMH ]D PDUNHWLQNL RULMHQWLUDQH SURL]YR DH SUHGVWDYOMDMX
RGUH HQX YUVWX
Q
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RULMHQWLUDQMX NDQDOD SURGDMH X WXUL]PX QH]DPMHQMLYD MH XORJD YHOLNLK WXULVWLNLK
DJHQFLMD L WXURSHUDWRUD NRML GDQDV X WXULVWLNRM SULYUHGL SUHGVWDYOMDMX JHQHUDWRUD
YHUWLNDOQRJLKRUL]RQWDOQRJSRYH]LYDQMDLLQWHJULUDQMD
%LWQLHOHPHQWL]DSURL]YR DDXL]ERUXNDQDODSURGDMHMHVX
D GDQMLKRYLSURL]YRGLLXVOXJHGR XGRWXULVWDLGDEXGXQDRGJRYDUDMXL
QDLQSRQX HQLWH
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Zato u postupku donoenja odluke o kanalima prodaje treba izraditi
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najnovija voyagiste.
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prijedlog plana boravita u odreditu;
E  UH]HUYLUDWL SODQLUDQH XVOXJH  QDNRQ SULKYDHQRJ SULMHGORJD SODQD
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SODQLUDQLKXVOXJDLL]UDGLNDONXODFLMH
F  UHJXOLUDWL RGQRVH V NOLMHQWRP poslije izvrenih rezervacija, izrada
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L]UD XMH SLVDQX SRQXGX D QDNRQ SULKYDDQMD SRQXGH QDSODXMH
DUDQPDQ L L]GDMH SXWQH NDUWH SRWYU XMH SULKYDW DUDQPDQD RG
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izvrenje usluge receptivQRMDJHQFLML
G  UHDOL]LUDWL SODDQMH XVOXJD  WXULVWLNRM DJHQFLML RVWDMH GD RSHUDWLYQR
REUDGLUDXQHL]YULWHOMDXVOXJDUDXQHUHFHSWLYQHDJHQFLMHHYHQWXDOQH
reklamacije klijenata za vrijeme puta ili boravka u odreditu nakon
zavrenoga putovanja.
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2SHP WUHQGX SURPMHQH QD WXULVWLNRP WULWX WXULVWLND DJHQFLMD
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7XULVWLND DJHQFLMD X SULSUHPDQMX L UHDOL]DFLML VYRMHJ DUDQPDQD WUHED
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predstavlja izvrenje ugovorne obveze po ovim dLMHORYLPD WXULVWLNRJ
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H  REUDXQDWL WXULVWLNL DUDQPDQ L SRGPLULWL REYH]H SUHPD
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proizvoda o kojemu zavisi poslovna uspjenost turoperatora, zahtijeva njegovu
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Svi ovi elementi moraju biti usuglaeni, jer tek jQ njihovo uspjeno
PH XGMHORYDQMHPRHGRQLMHWLWULQLXVSMHKSrodaju i profit. 6ODERPSDNHW
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ljepotu krajolika, ugodnu klimu, kulturnu i povijesnu batinu, ali i za uvjete
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D  SRMPDSDNHWDUDQPDQD
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MHU VH RQL SRMDYOMXMX NDR REMHNWL QMLKRYH QHSRVUHGne potronje. Kada se iz
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RQL QH PLMHQMDMX VYRMD IL]LND VYRMVWYD 3URL]OD]L GD ULMH LQWHJULUDQL PRHPR
]DPLMHQLWL SUHGVWDYOMD VLQRQLP  ULMHMX IRUPLUDQL =D WXULVWH MH IRUPLUDQL
(integrirani) proizvod novi proizvod samo po jedinstvenoj cijeni i po tome to se
PRHGRELWLNXSLWLRGMHGQRJSRQX DD7DDNWLYQRVW]QDWQRRODNDYDXEU]DYD
i racionalizira proces razmjene. Umjesto da turist hoda od jednog do drugog
SURL]YR DD LOL SURGDYDD  RQ WR VDGD QDOD]L QD MHGQRP PMHVWX NRG MHGQRJ
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8 sutin
m } u%x'o8u8r u(~w e( ,pq%rw Y  ( '  h\
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, kolska knjiga, Zagreb, 1993, str. 85.



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Tour
jQ
i Package Travel, u francuskom voyage a forfait i arrangement. 

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Burhart i Medlik (Engleska) paketDUDQPDQ LQFOXVLYH WRXU  GHILQLUDMX
kao paket koji se sastoji od prijevoza i smjeWDMDLPRGDMRQHNLKXVOXJDNRML
se prodaje kao jedinstven odnosno po jedinstvenoj cijeni...

:LOKHOP 3RPSO 1MHPDND  3DNHWDUDQPDQ VH VDVWRML RG YLH XVOXJD
UD]OLLWLK SRGX]HD QRVLWHOMD XVOXJD  NRML VH PH XVREQR QDGRSXQMXMX L NRML
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E 7ULQDNRQFHSFLMDWXURSHUDWRUDNDRQRVLWHOMDSDNHWDUDQPDQD

Dok je drutvo na niskom stupnju gospodarskog razvoja, osnovni je cilj


]DGRYROMDYDQMH HOHPHQWDUQLK SRWUHED 3RQXGD MH PDOD SRWUHEH RVWDMX
QH]DGRYROMHQMHDGRPLQDQWQXXORJXQDWULWXLPDMXSURL]YR DL
Na viem stupnju gospodarskog razvoja odnosi se mijenjaju. Ponuda je
YHD LOL MHGQDND SRWUDQML D WULWH SURGDYDD WUDQVIRUPLUD VH X WULWH NXSDFD

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8 XYMHWLPD PDVRYQH SRQXGH L SRWUDQMH i vieg stupnja razvijenosti


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7XURSHUDWRUL YR HQL WHPHOMQRP HNRQRPVNRP L WULQRP ORJLNRP YHOLNH


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prvo kreativan, a potom i kontinuiran i sustavan posao, kao to je i poslovanje
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prijevozna sredstva, vrijeme polaska, povratka, izbor smjetaja i prehrane,


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3*DUGLMDQ7XULVWLNHDJHQFLMHLWXURSHUDWRUL



Kao to je poznato, za izvedbu paket


NRULVQLFLPD  NOLMHQWLPD WXURSHUDWRUD
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OMXGVNHELWLUD DEURMQHSRWUHEH
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SUHGPHWH GD HOLPR SXWRYDWL ]DEDYOMDWL VH L VOLQR WR VH GRJD D NDGD VH WR
SUHWYRULXJODYQLFLOMSRVWRMDQMDNDGDHOLPRLPDWLVYHYLHLYLHNDGDXLPDQMX
XVWYDULPDXLYDPR"'ROD]LPRli u situaciju
da je sama bit stvaranja imanja,
^cba
GD RYMHN QLMH QLWD DNR QHPD QLWD  $ WR MH RYMHNRYD ELW WR VX OMXGVNH
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=DUD]OLNXRGLYRWLQMDRYMHNPRHUD]PLOMDWLXWMHFDWLLPLMHQMDWLVYLMHWRNR
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MHGQHGREUHVWUDQHLVND]XMHVHVYRMRPYLVRNRPNUHDWLYQRXDVGUXJHVODEH
VWUDQHXDVQRPGHVWUXNWLYQRXRYMHNMHGUXWYHQRELHSURL]YRGGUXWYDL
QH PRH QRUPDOQR SRVWRMDWL EH] GUXWYD  DOL LVWR WDNR PRH ELWL VHELDQ
SRGYRMDQLJODGDQPRL2QMHVYDNDNRMHGQRUDFLRQDOQRELH ali
^cHc upravo je naa
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SRPRL GD SR]LWLYQH RVRELQH UD]YLMHPR D QHJDWLYQH VX]ELMHPR L NRQWUROLUDPR
6YRMLPUDGRPRYMHNPLMHQMDLSULODJR DYDSULURGXLGUXWYROMXGVNRPDPELMHQWXX
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VSULMHDYDMXRYMHNDGDRVWYDULVYRMHOMXGVNHPRJXQRVWLRYMHNMHWDGDRWX HQ
DOLMHQLUDQ
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UDGQXVQDJXSURGDMHSRVORGDYFXLNDGDSRVORGDYDFUDVSRODHQMHJRYRPUDGQRP
VQDJRP 7DM UDG QLMH GREURYROMDQ QHJR SULVLODQ VOXL ]DGRYROMDYDQMX GUXJLK
SRWUHED RYMHND RYMHN MH VYRM VDPR X YULMHPH RGPRUD  X VORERGQR YULMHPH
2WX HQMHP UDGD RWX XMH VH L VDP SURL]YRG NDR RSUHGPHHQMH RWX HQRJ UDGD
.DR SURL]YRG UDGD SRMDYOMXMH VH L NDSLWDO NRML LPD VQDJX VDPRRSOR LYDQMD L
]DSRYLMHGDQMD UDGRP 'RN MH X VUHGQMRYMHNRYQRP VLVWHPX NDSLWDOELRRYMHNRY
VOXJDXNDSLWDOLVWLNRPVLVWHPXNDSLWDOSRVWDMHQMHJRYJRVSRGDU9ODVQLWYRQDG
NDSLWDORP UDVORMDYD OMXGH VWYDUD NRQNXUHQFLMX L NODVQR QHSULMDWHOMVWYR VXNREH
interesa. Ono to je danas vjerojatno najopasnije je to da smo izgubiOLNRQWUROX
nad naim vlastitim sistemom. Mi izvravamo odluke koje za nas donose
QDMHH NRPSMXWHUL .DR
^cHg OMXGVND ELD PL QHPDPR QLNDNDY GUXJL FLOM QHJR GD
proizvodimo i troimo. 
.DR UH]XOWDW DXWRPDWL]LUDQH SURL]YRGQMH RYMHN SRVWDMH GMHOLHP SRWSXQR
PHKDQL]LUDQRJ GUXWYD MRPDQMHLQGLYLGXDVPDQMHSULYDWQRJLYRWDLVPDQMH

Ge 5  F5:D 151? 515?5 H 8

5/DF? 8:D D1Z??H  :/?8 D :


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OMXGVNLK RVMHDMD SUHPD GUXJLPD 2GQRVL PH X OMXGLPD JXEH OMXGVNL NDUDNWHU L


SRSULPDMX NDUDNWHURGQRVDPH XVWYDULPDSURL]YRGLPDQMLKRYDUDGD/MXGVNH
YUOLQH OMXEDY XYMHUHQMH VWDYRYL ]QDQMH XPLMHH VSRVREQRVWL L GUXJR WR VH
QHNDG VPDWUDOR QHRWX HQLP VYRMVWYLPD RYMHND SRVWDMX SUHGPHW UD]PMHQH
SURGDMHWUJRYLQHRWX HQMD
6YH WR L]D]LYD RGUH HQH SVLKRVRFLMDOQH SRVOMHGLFH 'RN MH X SURL]YRGQML X
UDGQRP SURFHVX RQ MH NRWDL YHOLNRJ PHKDQL]PD EH] PRL VORERGH L
VDPRVWDOQRVWL 6DPR X YULMHPH RGPRUD PRH SREMHL X SULYDWQL PLU X NRMHP
PRHLVND]DWLGLRVYRMLKOMXGVNLKVSRVREQRVWL7XRYMHNVNXSOMDUD]QHVWYDULNRMH
]DGRYROMDYDMX VWYDUQH L QDPHWQXWH SRWUHEH 7DNR RYMHN SRVWDMH KRPR
FRQVXPHQV NRML NRQ]XPLUDQMHP OLMHL VYRMX XQXWUDQMX SUD]QLQX XVDPOMHQRVW
SDVLYQRVWL]DEULQXWRVW=DRYMHNDPDQMHLOLYLHVYMHVQRJNDNRQDYRGL3UHGUDJ
9UDQLFNLNUDMQMLMHLVKRGUD]GRUQMHJRYHOLQRVWLVQMRPVDPRPLVWYDUDQMHKRPR
GXSOH[D.DRRYMHNRQVHQHRVMHDGLMHORPLUH]DMHGQLFH.DRVOXEHQRELH
^c2h
QHRVMHDVHRYMHNRP 
.DR ]DNOMXDN PRHPR LVWDL GD VXYUHPHQR GUXWYR NDUDNWHUL]LUD
RWX HQRVWRYMHND1MHJRYFLOMSRVWDMHLPDWLLNRQ]XPLUDWLDQHUD]YLMDQMHRVREQLK
VSRVREQRVWL UDGL SRWSXQLMHJ LYRWD L OMXGVNRJ XLYDQMD 8 HOML ]D VWMHFDQMHP WR
YHHJ LPDQMD UDGL YHHJ XLYDQMD RYMHN SR NULWHULMX VYRMHJ HJRL]PD L RVREQH
koristi, nastupa i ponaa se po ekonomskim principima, da sa to manje napora
RVWYDULWRYHXNRULVWLXLWDNGDWREROMHXGRYROMLVYRMLPSRWUHEDPD
U cilju zadovoljavanja brojnih ljudskih racionalnih i iracionalnih, biolokih i
VRFLMDOQLK SRWUHED MDYOMD VH L WXUL]DP 3RWUHEH SRVWDMX L]YRU SRWLFDMD ]D UD]YRM
WXUL]PD=D]DGRYROMHQMHUD]QLKVYHPDVRYQLMLK]DKWMHYD]DRGPRURPL]DEDYRP
]D GRLYOMDMHP X WXUL]PX VH NUHLUDMX JUDGH L QXGH QRYL VDGUDML L QRYL PDVRYQL
proizvodi. Tako nastaje industrija turizma.
F m ,]YRULDOLMHQDFLMH

8 FLOMX EROMHJ UDVSR]QDYDQMD VRFLMDOQLK L]YRUD DOLMHQDFLMH^cHHYR


i NUDWNRJD
SULND]DQDMHHVSRPLQMDQLKL]YRUDDNRMHQDYRGL0=YRQDUHYL 
  2WX HQLUDGUDGNDRURED
  0HKDQL]DFLMDUDGDUDGQLNSULYMHVDNVWURMD
  %HVPLVOHQRVWUDGD industrijska je revolucija nadomjestila VYH
radne vjetine nekvalificiranim radom...;
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QMLPD GD SULODJR XMX SULURGQL ULWDP VYRMHJD WLMHOD QMLKRYRP
PHKDQLNRPJLEDQMX
  0RGHUQDELURNUDFLMDVYLVOXEHQLFLYRMQLFLXHQMDFLLGUXJL
MHGQDNRRGYRMHQLRGVYRMLKVUHGVWDYDLWLPHRWX HQL
  7ULWHOLQRVWLOMXGLQMLKRYHYUOLQHOMXEDYVWDYRYLVSRVREQRVW
SRVWDMXSUHGPHWWUJRYLQH
  3RWURDNR GUXWYR  RYMHN NDR KRPR FRQVXPHQV
.RQ]XPHUL]DP WDNR SRVWDMH GRPLQLUDMXL L]YRU VWYDUQLK L

  8:8 11 ! ? 1:1?5?O GO1 G? A: !  55D5 8881D 1

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1
, kolska knjiga, Zagreb, 1977, str. 296

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^cHl
VYHPXVOLMHGLRSLREUD]DFSRQDDQMDKRPRFRQVXPHQVD 
  6ORERGQRYULMHPH iako izgleda da je slobodnog vremena vie,
GDVXUDGQRYULMHPHLUDGQLYLMHNNUDLOMXGLGDQDVUDGHVYe vie
LYLH6OXEHQRVNUDLYDQMHUDGQRJYUHPHQDXPMHVWRGDSRWLH
QDUHNUHDFLMXEURMQHOMXGHSRWLHQDGRSXQVNLSRVDR7LSL]LUDQD
industrija zabave sve vie postaje besmislena, tako da sve vie
idol zabave zamjenjuje idol rada.
  .UL]D RELWHOML  VXYUHPHQD RELWHOM VYHGHQD QD QDMXL GLR QD
roditelje i djecu, osiromaila je kvantitetu i kvalitetu socijalnih
NRQWDNDWD L RGQRVD 3RVHEQD MH VLWXDFLMD NRG VWDUDFD NRML
LVNOMXHQL L] RELWHOMVNRJ LYRWD SRVWDMX VRFLMDOQL SVLKRORNL L
HNRQRPVNLSUREOHPVXYUHmenog drutva.
 0LJUDFLMVND NUHWDQMD  X SRWUD]L ]D ]DSRVOHQMHP PLOLMXQL OMXGL
NUHXL]QHUD]YLMHQLKHVWRVHRVNLKVUHGLQDXUD]YLMHQHJUDGVNH
FHQWUHLWLPHSUHVNDXGHVHWOMHWQH]DRVWDWNHNRMLGLMHOHQMLKRYX
VWDUX L QRYX VUHGLQX 8 QRYRM VUHGLQL QHPDMX VRciopsiholoku
SRGUNXLUD]XPLMHYDQMH]DWRVHRVMHDMXNDRVWUDQFLWX LQFL


F 2VMHDMQLL]UD]LDOLMHQDFLMH

3RUHGQDYHGHQLKREMHNWLYQLKVRFLMDOQLKL]YRUDDOLMHQDFLMHHYRLQHNLKQMLKRYLK
RGUD]DXVYLMHVWLOMXGLRVMHDMD
  2VMHDM RWX HQRVWL  RYMHN GRLYOMDYD VDPRJ VHEH NDR
VWUDQFD GRLYOMDYD VHEH NDR VWYDU QH GRLYOMDYD VHEH NDR
stvaraoca raznih djela, nego ta djela postaju njegovi gospodari,
NRMHRQVOXDSDLKDNRERDYDNDRERJRYH
  2VMHDM RVDPOMHQRVWL  WR MH YHD NRQcentracija ljudi u to
YHH JUDGRYH WR MH YHD LQGLIHUHQWQRVW L LJQRUDQFLMD VYRMLK
VXVMHGD L VYH YHDVHELQRVW7RL]ROLUDQMHLXVNRJUXGLHJRL]DP
postaje temeljni princip modernoga drutva. Tako ljudi postaju
usamljena gomila  IL]LNL
WDNR EOL]X SVLKoloki toliko daleki

kao zvijezde u svemiru. 
  3RWURDND JUR]QLFD  WURHQMH NDR XLWDN GRYRGL QDV GR
WRJDGDQLNDGDQLVPR]DGRYROMQL]DWRQDPVWDOQRUDVWXHOMH]D
QRYLPVWYDULPD]DYHRPSRWURQMRP.DGDMHRYMHNRVNXGLFH
HOLR YLH L EROMLK VWYDUL ELOR MH UD]XPOMLYR L RSUDYGDQR GD VH
RYMHNX SUXL ]DGRYROMQLML L VUHWQLML LYRW $OL NDGD MH OMXGVND
SRXGD ]D WURHQMHP L]JXELOD VYDNX YH]X L VPLVDR VD VWYDUQLP
RYMHNRYLP SRWUHEDPD RQGD MH WDNYD SRWURQMD SRVWDOD
% VDPD
VHEL VYUKRP D RYMHN SRVWDMH gladan potronje.
  =ERJ

2 H r. %HH JH9 } JJ6  J%9}% %  J!HJ} JH

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  1H]DGRYROMVWYRUDGRP]ERJRGQRVDNRMLYODGDMXXSURFHVX
UDGDRYMHNQHPDYHHJLQWHUHVDLSUDYHOMXEDYL]DVYRMSRVDR
7DNDY SRVDR ]D RYMHND SUHGVWDYOMD PXHQMH RYMHN GROD]L X
NRQIOLNWQXVLWXDFLMXVMHGQHVWUDQHMHHOMDGDWRPDQMHUDGLLV
GUXJHVWUDQHHOMDGDWRYLH]DUDGL=DUMHDYDQMHWLKSUREOHPD
alijenacije razvija se teorija i praksa mH XOMXGVNLKRGQRVD
  6WDWXVRPDQLMD sutina krize suvremenog drutva u sutini
VH ]DVQLYD QD UDVWXHP RWX HQMX L SRVWYDUHQMX RYMHND =DWR
RYMHN MXUL ]D UD]OLLWLP VLPEROLPD VWDWXVD 6YH NDWHJRULMH ELD
pretvorene su u kategoriju imanja. A jedan od tePHOMQLK
HOHPHQDWD OMXGVNH
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obrazovanja, mobilnosti, ukusu i drugome. Razlikovanje u ponaanju grupa
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uvijek se sjedinjuju svi elementi prirodne gospodarske i ire
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WUDL VXUDGQMX ]D OMHWRYDQMH VYRMLK NOLMHQDWD QD SRGUXMX 'DOPDFLMH ]D  JUXSD
SR  WXULVWD L  GDQD 7XULVWLNRM DJHQFLML 6$1, SUXHQD MH PRJXQRVW GD
SRQXGL L SULMHYR] SXWQLND L] PMHVWD VWDOQRJ ERUDYND GR RGDEUDQH WXULVWLNH
GHVWLQDFLMHX'DOPDFLML$JHQFLMDMHSRQXGXREUDGLODQDVOMHGHLQDLQ
 

,]ERUGHVWLQDFLMH

 

Izrada programa ljetovanja Vodice 2000

7XULVWLND DJHQFLMD 6$1, YR HQD HOMRP GD VXUDGQMX V LQRSDUWQHURP


SUHWYRULXGXJRURQX]DGHVWLQDFLMXQMHJRYLKNOLMHQDWDNDRXXGHVWLQDFLMXL]DELUH
Vodice, a za smjetaj hotel Imperijal. 8 WLMHNXGHVHWRGQHYQRJERUDYNDDJHQFLMD
VPDWUD GD WUHED REDYLWL  FMHORGQHYQD L  SROXGQHYQD L]OHWD WH MHGQX ULEDUVNX
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3UYLGDQ

3ROD]DN V DHURGURPD QDMEOLHJ LQR]HPQLP JRVWLPD SULPMHU


Mnchena) u jutarnjim satima i dolazak u Zadar prijepodne. Transfer



c mr a ic a yqmtg+n ek6la m a boa k {wkeic a lg a n eo_ kn e6` gdzr ebLg6L5e6r _pa v

animacije
u turizmu iz knjige grupa autora 5 L 6}TT<}Xz gc


L Xj` a a~pg` _r a tg a n emy a lgqg

a n g6}6} ic r |6

a l.n e6la gxn e kgfi eAz _ hc a pgc a } a n e6la c aam i z|n ehl_m i b~n e6r a c abL_{ efigbL_f_l_uhc _ui efipgv gatlg6

gzr gp_Lpr a n ek6l_ ic&l exbL_{ exja c a+pr a n ek6l_ icgq_#i eSl exz _tlg+n mol.n e6lae6` ebCe6lc a }gq_Li exl eLtlg+n m#r gt` _ta
tg hc _
n e3k_jr _3_l_ohc _Smta bLgbL_#tg#pr a n ek6l_ ic 6e6` a vLT }<  + 6o @ L  +#}C

Kerovani,
Rijeka, 1983, str. 20.


_ kWlg ion eSn _ hmpa n eqzr a imc l_f6` ekgl.n eWlguc mr a ic e}9qgq_qg{ eT8e6` a v}& qr _tfzr a t bomfzr a boa c a pl e

kulture: ostavite nam novac u zamjenu za nae more i na zrak, a rijetko pomiljamo da su nai
_ ic a }6k_bLgv a6aic r gla }qm` c mr la6` n m k6a }6kgfa bi em#c mr a ic a yqa bmp.n e c a bLgbL_r gzr m{a c a_ k6r e

e6la ic gl kgr k

a ic _6} ic r 6

3*DUGLMDQ7XULVWLNHDJHQFLMHLWXURSHUDWRUL



'UXJLGDQ
7UHLGDQ

HWYUWLGDQ

3HWLGDQ
esti dan:
6HGPLGDQ
2VPLGDQ
'HYHWLGDQ
'HVHWLGDQ
-HGDQDHVWL
GDQ

GR 9RGLFD  KRWHOD ,PSHULMDO 5XDN XKRWHOX3RVOLMHUXNDRGPRU


VXQDQMHNXSDQMH9HHUD=DEDYDQDWHUDVLSRHOMLJRVWLMX1RHQMH
'RUXDN GR  VDWL 6XQDQMH NXSDQMH PLQL JROI WHQLV
RGERMND5XDN2GPRUNXSDQMHVXQDQMHLOLUD]QLVSRUWRYL9HHUDX
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'RUXDN GR  VDWL ,]OHW QD RWRNH 3UYL L =ODULQ .XSDQMH QD SODL X
3UYLX GR  VDWL 'ROD]DN X =ODULQ X  VDWL 5XDN X KRWHOX
.RUDOM 2ELOD]DN =ODULQD .XSDQMH 3RYUDWDN X  VDWL9HHUD
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9RGLFDPD1RHQMH
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6NUDGLQD D SRWRP GR 6NUDGLQVNRJ EXND 5D]JOHGDYDQMH VODSRYD
3RYUDWDN X 6NUDGLQ X  VDWL 5XDN X UHVWRUDQX 0DULQD 3RVMHW
YLQVNRP PX]HMX %HGULFD L GHJXVWDFLMD GRPDLK YLQD 2ELOD]DN
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8JRYDUDQMHSULMHYR]D

 

Ugovaranje smjetaja i prehrane

7XULVWLND DJHQFLMD 6$1, QD WHPHOMX YLH SRQXGD ]D SULMHYR] JRVWLMX
RGDEUDOD MH GRPDHJ SULMHYR]QLND NRML MRM MH SRQXGLR FLMHQX DUWHU OHWD ]D 
SXWQLNDQDUHODFLML0XQFKHQ=DGDUQDSULQFLSXSXQLKLSUD]QLOHWSRHYRG
OLSQMDVYDNLKGHVHWGDQD]DNQRGQRVQRXNXSQRNQNQ
SUD]QLOHW NQSRJUXSL
7XULVWLND DJHQFLMD 6$1, MHRG8JRVWLWHOMVNRJSRGX]HD5LYLMHUDXLMHP
sastavu se nalazi hotel Imperijal i hoteli Jadran i Koralj, te restoran Marina
X6NUDGLQX]DWUDLODLGRELODSRQXGX]DVPMHWDMLSUHKUDQX]DWXULVWD]D




3*DUGLMDQ7XULVWLNHDJHQFLMHLWXURSHUDWRUL

QRHQMDXGYRNUHYHWQLKLMHGQRNUHYHWQLKVREDVEDONRQRPRGHJDMH
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3UYLGDQ
'UXJLGDQ
7UHLGDQ
HWYUWLGDQ
3HWLGDQ
esti dan: 
6HGPLGDQ
2VPLGDQ
'HYHWLGDQ
'HVHWLGDQ
-HGDQDHVWLGDQ

UXDNYHHUD
GRUXDNUXDN
GRUXDNUXDNYHHUD
GRUXDNUXDNYHHUD
GRUXDNUXDNYHHUD
GRUXDNYHHUD
GRUXDNYHHUD
GRUXDNUXDNYHHUD
GRUXDNYHHUD
GRUXDNUXDNYHHUD
GRUXDN

Cijena smjetaja i prehrane po gostu je 2.5 NQ SODDQMH  SULMH GRODVND
pojedine grupe gostiju, a ostalo 30 dana po zavretku ljetovanja pojedine grupe. 

 

5RN]DSULKYDDQMH5LYLMHULQHSRQXGHMHGDQD
2EUDXQFLMHQHDUDQPDQD

3URFHV SUHJRYDUDQMD L]PH X HPLWLYQH WXULVWLNH DJHQFLMH LOL WXURSHUDWRUD V


UHFHSWLYQLPDJHQFLMDPDRGYLMDVHXSURQDODHQMXVYLKSDUWQHUDNRMLHVXUD LYDWL
XL]YR HQMXLSULSUHPLVYLKHOHPHQDWDSDXDOQHFLMHQHWXULVWLNRJDUDQPDQD
3UHPDL]UD HQRPSURJUDPXOMHWRYDQMDWR]QDLGDWUHEDPRXNOMXLWLVOMHGHH
SRVORYQHSDUWQHUHXL]YR HQMHDUDQPDQDVFLMHQDPD
 
7UDQVIHU JRVWLMXXGRODVNXLSRYUDWNXQD
UHODFLML DHURGURP =DGDU  9RGLFH NRML REDYOMD UHFHSWLYQD DJHQFLMD
VYRMLPDXWREXVRPSRFLMHQLRGNQ
 
,]OHW EURGRP QD 3UYL L =ODULQ XNXSQR
NQ
 
,]OHWQD6ODSRYH.UNHSULMHYR]LXOD]QLFD
u NP Krka ukupno 7.000 kn
 
,]OHW QD .RUQDWH SULMHYR] XOD]QLFD L
UXDNQDEURGXXNXSQRNQ
 
6HRVNDYHHUDSULMHYR]LYHHUD
NQ
 
Izlet u ibenik, prijevoz i ulaznice u
PX]HMNQ
 
,]OHWQD0XUWHUSULMHYR]LUXDNNQ

1D WHPHOMX QDYHGHQLK VDGUDMD L FLMHQD UHFHSWLYQD DJHQFLMD SULVWXSD
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DUDQPDQ NRULVWLWL SR  JRVWLMX SOXV YRGL L GYD YR]DD NRML RG SRQX DD
GRELYDMXJUDWLVREURNH

.DONXODFLMDWXULVWLNRJDUDQPDQD9RGLFH


3*DUGLMDQ7XULVWLNHDJHQFLMHLWXURSHUDWRUL



5E


23,6

%URMJRVWLMX

&LMHQD
SRJRVWX

,]QRV

Cijena prijevoza Mnchen 





=DGDU

Smjetaj i prehrana u hotelu



Imperijal
Vodice
prema



SULEOLQRPSURJUDPXOMHWRYDQMD




7UDQVIHU JRVWLMX X GRODVNX L



SRYUDWNX=DGDU9RGLFH




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Ukupno trokovi



3 r _pa ta n gor eez c a pl e#g e6l a n eS





8NXSDQL]QRVDUDQPDQD



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  Ugovaranje ljetovanja Vodice 2000

1DNRQ XVXJODDYDQMD SURJUDPD OMHWRYDQMD 9RGLFH  L SRQX HQH
NDONXODFLMH FLMHQH WXULVWLND DJHQFLMD 6$1, L HPLWLYQD WXULVWLND DJHQFLMD LOL
WXURSHUDWRUSRWSLVXMXXJRYRU]DOMHWRYDQMHJUXSDSRJRVWLMXSRGDQDX
YUHPHQXRGOLSQMDGRUXMQD

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2 L]YUHQMX OMHWRYDQMD SUHPD SURJUDPX 9RGLFH  EULQH WXULVWLND
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LOLWXURSHUDWRUD
7XULVWLNDDJHQFLMD6$1,XVOXDMXQHSUHGYL HQLKVLWXDFLMD EROHVWLJRVWLMX 
SRGX]LPDW H QXQH PMHUH L R WRPH RGPDK L]YMHWDYDWL HPLWLYQX WXULVWLNX
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5HNODPDFLMHJRVWLMXDJHQFLMD6$1,UMHDYDWHRGPDKRGQRVQRWRSULMH

  .RQDQLREUDXQL]YUHQRJDUDQPDQD

2EUDXQ L]YUHQRJ DUDQPDQD SUHPD SURJUDPX 9RGLFH  L XVYRMHQRM
NDONXODFLML L]PH X WXULVWLNH DJHQFLMH 6$1, L HPLWLYQH DJHQFLMH LOL WXURSHUDWRUD
obavlja se nakon zavrenog ljetovanja pojedine grupe za koju se ispostaYOMD
UDXQ WDNR GD HPLWLYQD WXULVWLND DJHQFLMD LOL WXURSHUDWRU  RG FLMHQH
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OMHWRYDQMDSRMHGLQHJUXSH





3*DUGLMDQ7XULVWLNHDJHQFLMHLWXURSHUDWRUL




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5D]YRM WXUL]PD RG QMHJRYD QDVWDQND RGYLMDR VH X JUDQLFDPD L X SUDYFX


RSHJ UD]YRMD D VDP WXUL]DP QD QHNL MH QDLQ SRND]DWHOM VWXSQMD RSH
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RGULYRVWLWHPHOMQLKWXULVWLNLKUHVXUVD
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stanovnitva,
  QD DNWLYLUDQMX SULURGQLK GREDUD L UHVXUVD NDR WR VX L LVW ]UDN XJRGQD
NOLPDWRSORPRUHVXQFHOLMHSH]HOHQHLVQMHQHSODQLQHLGU
  na boljem zapoljavanju i gospodarenju s proizvodnim dobrima,
  QD SR]LWLYQRP XWMHFDMX WXULVWLNH SRWUDQMH L SRWURQMH QD XQDSUH HQMH L
UD]YRMXNXSQHSURL]YRGQMHLRSLUD]YRMGUXWYD
Intenzivan razvoj turizma, kao i ukupan gospodarski i drutveni razvoj,
GRYRGL VXYUHPHQL VYLMHW GR VYH YHLK QHJDWLYQLK HNRORNLK HNRQRPVNLK
VRFLRGHPRJUDIVNLKLVRFLRNXOWXUQLKSRVOMHGLFD
(NRQRPVNL UD]YRM RPRJXDYD YHX SRWURQMX NDR SRVOMHGLFX WHKQLNR
WHKQRORNRJ UD]YRMD L SRYHDQH SURGXNWLYQRVWL 'DQDQML UD]YRM GRYHR MH GR
VSR]QDMH R SRWUHEL SRYHDQH SR]RUQRVWL SUHPD RYMHNRYRP RNROLX WH SUHPD
L]GUOMLYRP L SRVWRMDQRP JRVSRGDUVWYX MHU MH QHSRELWQDM.M.LQMHQLFD
GD VH VYH WR

Gospodarstvo i okoli
se dogodi u gospodarstvu reflektira na okoli (prostor).
SUHGVWDYOMDMX MHGLQVWYHQX FMHOLQX X]URQRSRVOMHGLQR SRYH]DQX IL]LNLP
]DNRQLWRVWLPD 5D]YRM JRVSRGDUVWYD PRH LL GR L]GUOMLYRJ QLYRD RNROLD .DGD
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XJURHQMHLLYRWRYMHNDMHURYMHNLYLRGSULURGHWR]QDLSULURGDMHQMHJRYR
WLMHOR V NRMLP
PRUD RVWDWL X VWDOQRP SURFHVX GD QH EL XPUR MHU RYMHN MH GLR
MJZ|N
prirode.  =DWR MH SUHG RYMHNRP SUHG HNRQRPLMRP ]DGDWDN GD YRGL EULJX R
YDQRVWLSULURGQHUDYQRWHHLGDSULURGQHUHVXUVHNRULVWLGRJUDQLFHQDNRMRMQHH
QDUXLWL QMLKRYX UHJHQHUDFLMX 2GULYRVW SULURGQLK UHVXUVD Gug je buduLP
JHQHUDFLMDPDGMHFLXQXFLPDSUDXQXFLPD$WRVHSRVHEQRRGQRVLQDWXUL]DP
NRPHVXSULURGQLUHVXUVLWHPHOMUD]YRMD
5D]YRM JRVSRGDUVWYD L UD]YRM WXUL]PD PRH VH NUHWDWL L SODQLUDWL X
RNYLULPDW]YRGULYRJUD]YLWND VXVWDLQEOHGHYHORSPHQW NRMLHELWLXVNODGX
VD VYRMLP RNROLHP RGQRVQR NRML JD QHH XQLWDYDWL
MJZQ L NRML H YRGLWL UDXQD R
QMHJRYLPQRVLYLPNDSDFLWHWLPD (carrying capacity).




e_r a n i q_xz _` gta hc eCn emCc e takgo_q_` a hoa_ i z _ kgr ic p_3 eq_l_boa n g 8la imor gt` a y a c ae6lc a c e c a }p ev
kg#im

c r g+n l_Sz _p e tglazr eq_x_ il_pla L a ta yqa Ltgq_lgazr eq_Sz _ i` n ek6a gSq_+n eul.n a _pobCe
m i_jla_ k6l_ i3a bLg

t
g 6r ej}} ic r 
Kgo
` n m ki qg#ja ve<m q_la vC8 }6 
     } ^La qr _r g k}

K.Marx i F.Engels: Rani radovi, peto izdanje, Naprijed, Zagreb, 1976. sc

r 6} a c a r gl_xzr ebLg

<
.m
q_la vC8 }6  
     } ic r 
e c r a vC }T +#  +LC +#L  X6 + 16}&q_l_bCi qa. gqm` c e c68z` a c@}
8z` a c@}6} ic r 

3*DUGLMDQ7XULVWLNHDJHQFLMHLWXURSHUDWRUL



'D EL RYMHN UD]YLMDR JRVSRGDUVWYR XRSH L WXUL]DP SRVHEQR X


JUDQLFDPD RGULYRJ UD]YRMD SULMHNR MH SRWUHbno potovati pravila, odnosno
QDHOD VX]GUDYDQMD RG SUHNRPMHUQRJ LVNRULWDYDQMD SULURGQLK UHVXUVD 8
VOMHGHHPSULND]XGDQDVXWHPHOMQDQDHODRGULYRJUD]YRMD
3ULND]1DHODRGULYRJUD]YRMD

 Definiranje
ekolokih
OLPLWD
SULKYDWOMLYLK
VWDQGDUGD
 5HGLVWULEXFLMD
HNRQRPVNLK DNWLYQRVWL L
UHORNDFLMDUHVXUVD
 .RQWURODSRSXODFLMH

 .RQ]HUYDFLMD RVQRYQLK


UHVXUVD
 2GJRYDUDMXL
SULVWXS
UHVXUVLPD L SRYHDQL
tehnoloki napori da ih
VH
XSRWUHEOMDYD
HILNDVQLMH
 2GUH LYDQMH
QRVLYLK
NDSDFLWHWD

 =DGUDYDQMH VPDQMHQMH


iskoritavanja) resursa
 'LYHU]LILNDFLMDYUVWD
 0LQLPL]LUDQMH
QHSRYROMQLKXWMHFDMD
.RQWUROD]DMHGQLFH

 iroka
QDFLRQDOQDLQWHUQDFLRQD
OQDSROLWLND



 RYR QDHOR ]DKWLMHYD SURPRFLMX YULMHGQRVWL NRMH


SRWLXVWDQGDUGHSRWURQMHNRMLHELWLXQXWDUHNRORNL
SULKYDWOMLYLKJUDQLFD
 ]DGRYROMDYDQMH RVQRYQLK SRWUHED RYLVL GMHORPLFH R
SRVWL]DQMX SXQRJ UDVWD D RGULYL UD]YRM MDVQR
]DKWLMHYDHNRQRPVNLUDVWQDPMHVWLPDJGMHWHSRWUHEH
jo nisu zadovoljene
 LDNR RYGMH RVQRYQL SUREOHP QH OHL X EURMX
SRSXODFLMH QHJR X GLVWULEXFLML UHVXUVD RGULYL UD]YRM
VH PRH SURYRGLWL MHGLQR DNR VX GHPRJUDIVNH
NRPSRQHQWH X UDYQRWHL V SURPMHQMLYLP SURL]YRGQLP
SRWHQFLMDORPHNRVXVWDYD
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VXVWDYH NRML SRGUDYDMX LYRW QD ]HPOML DWPRVIHUX
YRGHWORLLYDELD

RGULYRVWQXQRQDPHH]DKWMHYGDVHPQRJRSULMH
QHJR VX JUDQLFH UDVWD GRVHJQXWH SUHRULMHQWLUD
XSRWUHED L QDLQ NRULWHQMD WHKQRORJLMH X VPLVOX
VPDQMHQMDSULWLVNDQDUHVXUVH

 PQRJL UHVXUVL GLR VX VORHQRJ L PH XVREQR
SRYH]DQRJ HNRVXVWDYD WH VH PRUDMX X]HWL X RE]LU
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da ne bi zbog teta na jednom od njih dolo do
RWHHQMDRVWDOLKGLMHORYDWRJHNRVXVWDYD

 RGULYL UD]YRM ]DKWLMHYD GD VH VPDQML VWRSD
iskoritavanja neobnovljivih resursa

 RGULYL UD]YRM ]DKWLMHYD NRQ]HUYDFLMX RGQRVQR
prestanak iskoritavaQMDLXQLWDYDQMDRGUH HQLKYUVWD
ELOMDNDLLYRWLQMD

RGULYLUD]YRM]DKWLMHYDGDVHPLQLPL]LUDMXQHSRYROMQL
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RGOXNDPD NRMH PRJX LPDWL XWMHFDMD QD ORNDOQL
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VWRJD QXQR ]DMHGQLNR XSUDYOMDQMH QMH]LQLP
NRULWHQMHPUDGLJOREDOQHSROLWLNHVLJXUQRVWL


3*DUGLMDQ7XULVWLNHDJHQFLMHLWXURSHUDWRUL

 (NRQRPVNDSRGREQRVW

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YULMHPH PRUDMX GDWL ]D SUDYR YODGLQRM SROLWLFL GDVWDYL
JUDQLFH QD PDWHULMDOQL UDVW NRML EL PRJDR QDXGLWL
SULURGQLPUHVXUVLPD

 Kvaliteta okolia
 ]DMHGQLND SROLWLND ]DWLWH RNROLD MH SURGXHWDN
koncepta upravljanje potpunom kvalitetom (TQM)

 ,VSLWLYDQMH
NYDOLWHWH  efikasan sustav ustanovljavanja kvalitete okolia od
okolia
SUHVXGQRJMH]QDHQMD]DGREURXSUDYOMDQMe okoliem


,]YRU3UHPD3HWUL/2VQRYHWXUL]PDLXYRGXWXULVWLNRSRVORYDQMH(NRQRPVNL
IDNXOWHW6SOLW6SOLWVWU

=D WR WR H VH UDGLWL NDGD NDNR JGMH L NROLNR SRWUHEQD MH SUHWKRGQD
WHPHOMLWD DQDOL]D V EURMQLP
MJZ|R SRND]DWHOMLPD XWMHFDMD QD SULURGQX RNROLQX L QD
VRFLMDOQHLNXOWXUQHRGQRVH 
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Kao to smo ranije vidjeli, 1950ih godina je dolo do masovnog turizma
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shvacanje

uvjerenje

AKCIJA

POILJATELJ

PRIMATELJ

- predmet
(sadrzaj) poruke

- inercija
tromost ili lijenost

- autoritet vezan
za izvor i
sadrzaj poruke

- antipatija
odbacivanje

- snaga nastupa
(impact) uvjerljiv
dojam kod primatelja

- neshvacanje zbog
nepreciznosti

- uvjeriljivost
prihvatljivost poruke

- lapsus sjecanja zaborav ili iskrivljeno


sjecanje

- prikladnost za one na
koje se odnose

- konkurencija drugih
komunikacija

- pravovremenost
pravodobnost za one
na koje se odnose

- trzine prepreke
micanje potroaca
sa trzita

informiranost

zapreke komuniciranja

elementi komuniciranja

nepozna- upoznavanje
vanje

miljenje

stav

ponaanje

,]YRU5RFFR)Marketinko upravljanje
kolska knjiga, Zagreb, 1994, str. 220.




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n |`t f n v n n _ ]8|uo
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poruka kreatori trebali izraditi da bi se pristupilo izboru najbolje? Odgovor: to
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@BLBC
bi propagiranje bilo efikasno. 6WRJDNUHDWLYFLPDDJHQFLMHWUHEDUD]XPLMHYDQMH
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Dobra propagandna poruka mora o proizvodu kazati ono to je


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propagande
poput ocjenjivanja umjetnosti, krajnje intuitivno i subjektivno.
@BME
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@BMEA
masovne proizvodnje. 
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ili inovirane proizvode koji su nadmaili prethodne.
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@BMEL
neekonomsku notu... 





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 =u|]nm x`f nn x u uw?g W Marketinko upravljanje, kolska knjiga, Zagreb, 1994, str. 220.
)`t`n g W rmy u;tn  g W8  w  /K kolska knjiga, Zagreb, 1993, str. 102.

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@BMBC
davanjem informacija na svakom
mjestu i u svako
@BMED
vrijeme ugradnjom internet kioska. 
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Marketinko
upravljanje,
kols

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