Marketing destinacije

podoba Slovenije kot turistične destinacije na primeru predstavnikov turizma na evropskih trgih

Nika Savnik (Author), Samo Kropivnik (Mentor)

Abstract

Turizem ustvarja odlične pogoje za marketing. Turist ima na voljo mnogo destinacij in na to, za obisk katere se bo odločil, lahko vpliva tudi marketing. Zato je marketing destinacij še posebej pomemben za majhne, manj znane ali novejše destinacije, kakršna je Slovenija. Da bi se pozicionirala kot zanimiva za obisk in se distancirala od konkurenčnih destinacij, je tudi Slovenija posegla po marketingu destinacij. Ker je bila v preteklosti opravljena raziskava o tem, kakšno podobo ima Slovenija pri tujih predstavnikih turistične dejavnosti, smo se odločili, da pripravimo raziskavo, ki bo med drugim preverila, kako se je podoba do danes spremenila, kako na podobo vpliva bližina ali oddaljenost anketirancev od Slovenije, kakšen vpliv ima na podobo o destinaciji predhodni obisk in kakšno prepoznavnost dosega znamka Slovenije. Raziskavo smo osnovali na anketnem zbiranju podatkov na predstavnikih turizma znotraj držav Evropske unije. Ugotovili smo, da Slovenija kot turistična destinacija danes dosega boljšo, pozitivnejšo podobo. Izkazalo se je, da se v večini raziskovanih značilnostih podoba Slovenije v sosednjih in ostalih državah ne razlikuje preveč, je pa zanjo bistvenega pomena to, ali je posameznik v preteklosti Slovenijo že obiskal. Znamka Slovenije je opazna predvsem ob obisku države, s katerim se izboljša tudi strinjanje z identitetnimi značilnostmi. znamke

Keywords

marketing destinacije;znamka destinacije;podoba destinacije;Turizem;Turisti;Turistična politika;Trženje;Slovenija;Magistrska dela;

Data

Language:	Slovenian
Year of publishing:	2020
Typology:	2.09 - Master's Thesis
Organization:	UL FDV - Faculty of Social Sciences
Publisher:	[N. Savnik]
UDC:	338.48:339.138(497.4)(043.2)
COBISS:	17608707
Views:	605
Downloads:	163
Average score:	0 (0 votes)
Metadata:

Other data

Secondary language:	English
Secondary title:	Destination Marketing: Image of Slovenia as a Tourist Destination in a Case of Tourist Representatives in European Markets
Secondary abstract:	Tourism creates excellent conditions for marketing. Tourist can choose between several destinations and their choice can be influenced by marketing. Therefore, destination marketing is especially important for small and less known or newer destinations, such as Slovenia. In order to position itself as interesting for visit and distant itself from competitive destinations, Slovenia has also used destination marketing. In the past, a survey regarding the Slovenias s image among foreign representatives of tourist activity was carried out. Therefore, we decided to conduct a survey which will check a change in the image to the present day, how the image is influenced by the distance of the participants from Slovenia, influence of a prior visit on the destinations image, and recognisability achieved by the brand of Slovenia. A survey was based on collecting data from a questionnaire distributed among tourist representatives in the European Unions countries. We established that presently Slovenia is achieving a better and more positive image. It turned out that in most of the characteristics studied, the image of Slovenia in neighbouring and other countries is not very different, but it is crucial whether an individual has visited Slovenia in the past. The brand of Slovenia is notable mainly during a visit of the country, by which agreeing with identity characteristics of the brand is improved.
Secondary keywords:	destination marketing;destination brand;destination image;Tourism;Tourists;Tourism policy;Marketing;Slovenia;Master's theses;
Type (COBISS):	Master's thesis/paper
Study programme:	0
Embargo end date (OpenAIRE):	1970-01-01
Thesis comment:	Univ. v Ljubljani, Fak. za družbene vede
Pages:	113 str.
ID:	11522560