20.500.12556/RUL-130114 Vpliv barve cen na privlačnost turističnih ponudb Impact of colour prices on attractiveness of tourist offers Tako na prodajnih policah kot tudi v tržno komunikacijskih ali oglasnih sporočilih se cene produktov prikazujejo v različnih barvah ali barvnih kombinacijah. O vplivu barve cen na potrošnikovo odločitev še ni veliko raziskanega. Cilj raziskave je bil ugotoviti, ali lahko barve cen vplivajo na privlačnost oz. preferenčnost turističnih ponudb v spletnem oglaševanju, natančneje, kako pomemben vpliv ima barva, v kateri se cene prikazujejo, na odločitev o nakupu turističnega aranžmaja. Pregledu strokovne literature je sledila kvalitativna analiza pregleda spletnih tržnih ponudb turističnih agencij na slovenskem trgu z namenom določitve najnižje in najvišje cene izbranih turističnih aranžmajev in barv, v katerih se cene navajajo na beli podlagi. Na podlagi teh ugotovitev so bile določene cene in barve cen, ki so bile nato uporabljene pri izdelavi ankete s conjoint analizo. Določeni so bili trije atributi: destinacija, cena aranžmaja in barva cene. V anketi so se prikazovale različne kombinacije turističnih ponudb, opremljene s fotografijami štirih izbranih evropskih mest, s pripisanim imenom mesta in ceno, prikazano v eni od barv: črni, modri, rdeči, zeleni. Naloga respondentov je bila vsakič izbrati za njih najboljšo ponudbo. Conjoint analiza je dala rezultate o največkrat izbranih atributih. Na izbiro respondentov je imela največji vpliv cena turističnega aranžmaja. Ta je bila respondentom pomembnejša od destinacije in barve, v kateri so bile cene prikazane. Pokazalo se je, da je barva cene vplivala na izbiro turističnih ponudb, vendar v zelo majhnem deležu. Sodeč po rezultatih analize naj bi bila najprimernejša barva za prikazovanje cen turističnih ponudb na spletu zelena, saj so vprašani ceno v tej barvi izbrali največkrat. Product prices come in different colours or colour combinations on store shelves as well as in commercial communication and advertisements. There is little research done regarding the impact of the price colours on consumer choices. The goal of this research was to learn, if we can influence the attractiveness or preference of travel arrangements in digital marketing with the price colour, or more precisely, the importance of the price colour display for the choice to buy a travel arrangement. After a review of the literature on this topic there follows a qualitative analysis of the overview of commercial offers by tourist agencies on the Slovenian market to be able to set the lowest and the highest price of selected travel arrangements and the colours of the price display on a white background. Based on this findings prices and price colours were defined, which were then used in a survey with a conjoint analysis. Three attributes were set: destination, price, and price colour. The survey showed different combinations of tourist offers, each with a photo of one of the four selected European cities, the name of the city and the price, displayed in one of four colours: black, blue, red, and green. Respondents task was to choose what they feel to the best offer each time. The conjoint analysis provided results, which attributes were mostly selected. The price of the travel arrangement had the largest impact on the respondents choice. The price had greater significance than destination or colour of the price display. It turned out that the colour had an impact on the choice of a travel arrangement, but on a smaller scale. According to the results of the analysis, the most appropriate colour of the price display for tourist offers online is green, as it was this price colour that was chosen most often. barva cene cena psihologija trženje turizem colour prices price psychology marketing tourism true false false Slovenski jezik Angleški jezik Diplomsko delo/naloga 2021-09-10 09:01:14 2021-09-10 09:01:15 2022-09-09 04:14:52 0000-00-00 00:00:00 2021 0 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 1970-01-01 81370 6918.pdf 6918.pdf 1 0FB63E952E2650CC0208D1462C21B987 76069014bf03aefb3ff28032ebcfc18744bfaf013324c2c1076a8551a0e3e10a a42b55b7-1204-11ec-a523-00155dcfd717 https://repozitorij.uni-lj.si/Dokument.php?lang=slv&id=147171 Naravoslovnotehniška fakulteta 0 0 0