Vol.4, No 2, 2007 pp. 191 - 197
UDC 338:338.48
PRICE IN THE FUNCTION OF COMPANY COMPETITION
WITHIN THE TOURISM ECONOMY
Jelena Petrović
Faculty of Science and Mathematics, University of Niš, 18000 Niš,
Serbia
The price in tourism is not a simple concept. It can be defined in many
ways and it can have numerous forms. Deciding on the adequate price is
the key to survival of every company within the tourism economy on the
global market. When making decisions on the prices, a company should tend
to set the price which is acceptable for tourists, but, on the other hand,
it should enable the company to generate profit. In order to reach the
stated goal, it is necessary, first of all, to determine a long-term level
of the price within demand, expense and competition, and then to maximise
revenue within this domain and make optimal use of the demand. The most
common strategies used are price differentiation, tying prices, nonlinear
formation of prices and yield management. In this written paper, the author
pays special attention to the application and role of the yield management
in creating competition advantage of a company within the tourism economy.
Key words: price, price formation, tourism, yield management.
CENA U FUNKCIJI KONKURENTNOSTI PREDUZEĆA
TURISTIČKE PRIVREDE
Cena u turizmu nije jednostavan koncept. Može biti definisana na mnogo
načina i može imati mnoštvo formi. Određivanje adekvatne cene je ključ
za opstanak svakog preduzeća turističke privrede na globalnom tržištu.
Pri donošenju odluka o cenama preduzeće treba da nastoji da cena bude
prihvatljiva za turiste, a sa druge strane da omogući da preduzeće ostvari
dobit. Da bi se navedeni cilj ostvario neophodno je najpre utvrditi dugoročni
nivo cene u okvirima tražnje, troškova i konkurencije, a da se onda u
okviru ovog domena maksimizira dobit, da se optimalno iskoristi tražnja.
Najčešće se koriste strategije diferenciranja cena, vezivanja cena,
nelinearnog formiranja cena i yield menadžment. Autor u radu posebnu pažnju
posvećuje primeni i ulozi yield menadžmenta u stvaranju konkurentske
prednosti preduzeća turističke privrede.
Ključne reči: cena, formiranje cena, turizam, yield menadžment
