THE SURVEY OF ATTITUDES OF STUDENTS OF MANAGEMENT TOWARD TRAVEL TOUR PRICES - Polish Journal of Management Studies

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THE SURVEY OF ATTITUDES OF STUDENTS OF MANAGEMENT TOWARD TRAVEL TOUR PRICES

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THE SURVEY OF ATTITUDES OF STUDENTS OF MANAGEMENT TOWARD TRAVEL TOUR PRICES

Karas L., Ferencova M. *


Abstract


When choosing travel tours several factors play an important role such as a destination, purpose of travel tour, the agency's reputation, mode of transportation, accommodation, food, but price and any discounts. This article discusses the survey of attitudes  of students of Faculty of Management University of Presov in Presov toward travel tour prices.
Prispevok vznikol ako sucast riesenia grantoveho projektu VEGA c. 1/0876/10.


Key words: Price, attitudes, travel tour products, tourism.

Introduction

Nowadays the businesses and organizations must quickly and dynamically adapt to changes in pricing environment. The competitors reduce prices and thus create pressure, which is necessary  to resist. It is important to find such a price which ensure a reasonable profit to the company, organization and also ensure a desired value to customer [5].
Customers and sellers do not understand the price by the same way. For the customers price represents cost, for sellers it represents income, the main source of profit. Quantity of products that people will buy depends on the price. The price is higher,  the lower demand si for goods and services. By contrast at a lower price, the demand for products and services increases [more 7].
The customers pursue the selection of products according to the perceived value that the product can bring. When deciding on the purchase they consider the mentioned value compared with the equivalent - the price they have to pay. This equivalent is always  evaluated subjectively  by the consumers - buyers [4,8]. The pressure on the price creation is not developed only by competitors of the service producers but also the consumers themselves.
The issue of the price creation is actual in the field of tourism as well. The reasonable tourism price policy can be promoted by offering attractive tourist packages at reasonable prices for both domestic and foreign tourists and various types of discounts  on selected types of products [more 2].
The aim of this paper is to identify through research conducted by questionnaires, what are the attitudes of students of 3rd year bachelor degree and 1st year master's degree study in the external form of the Faculty of Management, University of Presov  in Presov toward the prices and discounts on travel tours.


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Summary


Price may be considered as a crucial element of marketing mix, as it generates revenue, while other elements (product, distribution, promotion) generate costs [1]. The consumer is always  trying to choose a product which for the same price maximizes its satisfaction.
In modern marketing, it is important to correctly assume feedback, opinions and attitudes of consumers at different price levels of products, taking into account all the factors affecting purchasing behavior. Consumers have enough information about prices  nowadays (about price of  competition as well), especially through online sources. Such information is interpreted on the basis of knowledge from the previous shopping experience, acts of communication tools, but also through communication with family  members, friends and acquaintances and on their attitudes and beliefs [more 6]. The success of marketing specialists lies in that it can do some of the attitudes and values change, change must be anticipated, to produce attractive products at affordable  prices and adequately present them to the target market segment [3].
The research results presented in this article can be suggestion for the further research (for perceptions of preferences and consumer opinion survey) from tourism (supply and sale of package travel tours) focused on a larger sample of respondents (potential  customers or real clients). New findings using other statistical methods could positively affect marketing planning relevant actors (travel agencies, tour ticket) and setting reasonable prices or price reductions in terms of meeting the needs of their  target markets.


References

[1]   Arussy L., Congratulations, You Are at Par: The New Four Ps. Customer Relationship Management [online]. 2005, Vol. 9, Iss. 3. [cit.2005-10-26] Dostupný z databáze ProQuest.
[2]   Batra S., Kohli M., Tourism Industry – Prospects for Development. In: Pratiyongita Darpan 2/11 AP, Swadeshi Bima Nagar, AGRA 282 – 002, July, 2007, p. 65 – 68.; www.pratiyogitadarpan.org
[3]   Ferencova M., Modern Marketing and Value as One of Its Key Terms. In: Ministrare. Tom I. Warszawa, Katedra Filozofii Wyzszej Finansow i Zarzadzania w Warszawie, 2010, p. 231-235.
[4]   Hvizdova E., Zaklady marketingu. Presov, Michal Vasko, 2007.
[5]   Kotler, P., Moderni marketing. Praha, Grada Publishing, 2007, p.1041.
[6]   Kotler P., Keller K.L., Marketing a manazment. 12. Vydanie. Praha, Grada Publishing, 2007, p.788.
[7]   Lamb Ch.V., Hair J.F., Mcdaniel C., Marketing. Thomson Higher Education, Mason, OH 45040 USA. Printed in Canada. P. 671. Student Edition, 2007.
[8]  Stefko R., Dudinska E., Hodnota vnimana zakaznikom a marketingovy model ocakavaneho produktu. In: Zbornik z medzinarodneho vedeckeho seminara “Manazment v podmienkach restrukturalizacie organizacii a riadenia ľudskych zdrojov“.  Acta Facultatis Philosophicae Universitatis Presoviensis, Presov 2002, p.187 – 194.

BADANIE POGLADOW STUDENTOW WYDZIALU ZARZADZANIA ODNOSZACE SIE DO CEN WYCIECZEK


Streszczenie

Przy wyborze trasy podrozy kilka czynnikow odgrywa wazna role, takich jak kierunek, cel podrozy, reputacja przewoznika, srodek transportu, zakwaterowane, wyzywienia jak rowniez ceny i rabaty. W tym artykule omowiono badania opinii studentow Wydzialu Zarzadzania  Uniwersytetu w Preszewie biorac pod uwage ceny wycieczek. Wklad byl czescia rozwiazania grantu na projekt VEGA c. 1/0876/10.

 
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