diplomsko delo
Manca Jeršin (Author), Samo Kropivnik (Mentor)

Abstract

V diplomski nalogi smo se ukvarjali z vlogo internetnega marketinga pri izbiri turistične destinacije. Zanimalo nas je, ali ustrezno uporabljen internetni marketing dosega svoje cilje in pozitivno vpliva na spletno pojavnost ter turistični obisk destinacije. V teoretičnem delu smo odgovorili na vprašanja kaj so turistične destinacije, kako se turisti odločajo med njimi in kakšna je vloga interneta pri njihovi izbiri ter opisali specifike marketinga turističnih destinacij, internetnega marketinga in internetnega marketinga turističnih destinacij. Podrobneje smo se posvetili orodjem internetnega marketinga, še posebej v kontekstu uporabe v marketingu turističnih destinacij. Opisali smo turistične atribute in aktualno stanje v izbrani destinaciji - dolini Soče. V praktičnem delu smo analizirali uporabo orodji internetnega marketinga na primeru izbrane destinacije in ugotovili, da orodja uporabljajo ustrezno, in da dosegajo interno zastavljene cilje. Zbrali smo podatke o obisku spletne strani ter rasti turističnega obiska na izbranih ciljnih trgih in naredili primerjavo z rastjo v drugih državah v istem časovnem obdobju. Ugotovili smo, da je obisk spletne strani na trgih, kjer se je uporabljal internetni marketing, izrazito večji kot na ostalih trgih, turistični obisk destinacije pa je le malo večji ali celo manjši.

Keywords

internetni marketing;turizem;turistične destinacije;internet;Internetno trženje;Turizem;Trženje;Slovenija;Diplomska dela;

Data

Language: Slovenian
Year of publishing:
Typology: 2.11 - Undergraduate Thesis
Organization: UL FDV - Faculty of Social Sciences
Publisher: [M. Jeršin]
UDC: 339.138:004.738.5(497.4)(043.2)
COBISS: 22120195 Link will open in a new window
Views: 401
Downloads: 130
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Other data

Secondary language: English
Secondary title: Internet marketing of tourist destinations in the case of the Soča Valley
Secondary abstract: In the thesis, we focused on the role of internet marketing in choosing a tourist destination. We were interested in whether properly used internet marketing achieves its goals and has a positive impact on the online appearance and tourist visits to the destination. In the theoretical part, we answered the questions of what are tourist destinations, how tourists decide between them and what is the role of the internet in their choice. In addition to that, we described the specifics of tourist destination marketing, internet marketing and internet marketing of tourist destinations. We focused on internet marketing tools, especially in the context of use in the marketing of tourist destinations. We described the touristic attributes and the current situation in the selected destination - the Soča Valley. In the practical part of the thesis, we analyzed the use of Internet marketing tools in the case of the selected destination and found that they use the tools properly and that they achieve internal goals. We collected data on website visits and the growth of tourist visits in selected target markets and made a comparison with the growth in other countries in the same period. We found that website traffic in markets where internet marketing was used was markedly higher than in other markets, and tourist visit rates to a destination were only slightly higher or even lower.
Secondary keywords: internet marketing;tourism;tourist destinations;internet;Internet marketing;Tourism;Marketing;Slovenia;Graduate theses;
Type (COBISS): Bachelor thesis/paper
Study programme: 0
Embargo end date (OpenAIRE): 1970-01-01
Thesis comment: Univ. v Ljubljani, Fak. za družbene vede
Pages: 48 str.
ID: 11880815