diplomsko delo
Monika Jerovšek (Author), Marko Lah (Mentor)

Abstract

V diplomskem delu se osredotočim na postmoderni marketing doživetij na primeru glampinga v Sloveniji. Marketing doživetij je razmeroma nova usmeritev, ki se uveljavlja ne samo v zahodnem, temveč tudi v nastajajočem gospodarstvu in zagotavlja nasprotje tradicionalnemu. Večina luksuznih dobrin že v svoji osnovi temelji na doživetju, zaradi česar ima luksuzni trg edinstven položaj, da v svoje prakse vpelje pristope in načela marketinga doživetij. Glamping se kot mešanica glamuroznega in kampiranja zdi edinstven format, ki lahko potrošnikom omogoči nepozabno doživetje na prostem z udobnostjo hotela. Cilj raziskovanja je z deskriptivno analizo predstaviti postmoderni marketing in skozi primerjavo s tradicionalnim marketingom ugotoviti, katere priložnosti ponuja luksuzni potrošnji. Z empiričnim delom, ki obsega kvalitativno in kvantitativno analizo, pa raziščem, ali so ponudniki glampinga v Sloveniji vpeljali pristope postmodernega marketinga doživetij ali uporabljajo tradicionalne pristope, natančneje, ali glamping označujejo kot doživetje ali kot storitev. Poleg tega predstavim perspektivo porabnikov glampinga oziroma kako ga opredeljujejo in kaj od njega pričakujejo.

Keywords

postmoderni marketing;marketing doživetij;luksuz;glamping;Tržno komuniciranje;Vedenje potrošnikov;Trženje;Diplomska dela;

Data

Language: Slovenian
Year of publishing:
Typology: 2.11 - Undergraduate Thesis
Organization: UL FDV - Faculty of Social Sciences
Publisher: [M. Jerovšek]
UDC: 339.138:366(043.2)
COBISS: 63288323 Link will open in a new window
Views: 341
Downloads: 101
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Other data

Secondary language: English
Secondary title: Tradicional and/or postmodern marketing in the case of glamping in Slovenia
Secondary abstract: In my thesis I focus on postmodern marketing of experiences in the case of glamping in Slovenia. Experience marketing is a relatively new oreintation that is gaining ground not only in western, but also in the emerging economy and offers contrast to traditional marketing. Most luxury goods are already based on experience, which is why the luxury market has a unique position to introduce approaches and principles of experience marketing into its practices. Glamping as a blend of glamorous and camping seems like a unique format that can give consumers an unforgettable outdoor experience with the comfort of a hotel. The aim of the research is to present postmodern marketing through descriptive analysis and, through comparison with traditional marketing determine what opportunities it offers to luxury consumption. In the empirical part of my thesis, which includes qualitative and quantitative analysis, I explore whether glamping providers in Slovenia have introduced approaches of postmodern experience marketing or use traditional, more precisely, is glamping an experience or service they provide. In addition, I present the perspective of glamping consumers, how they define glamping and what they expect from it.
Secondary keywords: postmodern marketing;experience marketing;luxury;glamping;Marketing communication;Consumer behavior;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: 60 str.
ID: 12871146