Razvoj in trženje storitev turistične destinacije

diplomsko delo

Tanja Leskovar (Author), Sonja Sibila Lebe (Mentor)

Abstract

Turizem predstavlja eno izmed najbolj perspektivnih gospodarskih področij v sodobnem svetu. Iz leta v leto se vse bolj razvija, tako v urbanih naseljih kot na podeželju. Haloze – svet neokrnjene narave, doživetij in domačnosti - nudijo številne možnosti za razvoj turizma. Poglavitna dejavnika ponudbe sta raznolika pokrajina ter čisto okolje. Analiza sedanje ponudbe in izdelava predlogov za njeno nadgradnjo v prihodnosti sta bila zato namen tega diplomskega dela. V drugem poglavju smo se osredotočili na elemente marketinškega spleta storitev ter opredelili pojem podeželje kot turistično območje. V tretjem poglavju smo predstavili osnovne turistične produkte destinacije: turistično cono Haloze–Zagorje, vinsko-turistično cesto Haloze in turistično vas Halonga. V okviru diplomske naloge smo izvedli tudi anketo o prepoznavnosti in promociji pokrajine Haloze in njenih turističnih storitev. Anketa je potekala preko spleta; tako smo z njo zajeli široko populacijo ljudi različnih starostnih skupin ter iz različnih slovenskih pokrajin. V četrtem poglavju smo se osredotočili na Haloze, reliefno razgibano obmejno slovensko pokrajino. Opisali smo glavne značilnosti tega območja, tako kulturne kot naravne znamenitosti, etnografske značilnosti, običaje ter kulinariko. Hkrati smo opredelili kolesarski turizem kot eno izmed pomembnih športno rekreacijskih turističnih dejavnosti za razvoj turizma na podeželju. Območje Haloz omogoča razvoj turistične ponudbe, ki ponuja obiskovalcem neposredni stik z naravo. Tako smo podali predloge za nadgradnjo že obstoječe turistične ponudbe ter razvoj novih turističnih storitev.

Keywords

turizem;turistične destinacije;podeželje;marketinški splet;trženje storitev;

Data

Language:	Slovenian
Year of publishing:	2016
Typology:	2.11 - Undergraduate Thesis
Organization:	UM EPF - Faculty of Economics and Business
Publisher:	[T. Leskovar]
UDC:	338.48-44(1-22)(043.2)
COBISS:	12557340
Views:	909
Downloads:	221
Average score:	0 (0 votes)
Metadata:

Other data

Secondary language:	English
Secondary title:	Development and marketing of services in a tourism destination
Secondary abstract:	Tourism represents one of the most promising economic sectors in the modern world. In the last few years, it has been developing more and more, both in urban and rural areas. Haloze - the world of unspoiled nature, adventure and domesticity provides numerous opportunities for the development of tourism, with its diverse landscape and clean environment as the key factor. In the second chapter, we identified the term countryside as a touristm area and analyzed the elements of services marketing mix. In the third chapter we present the basic tourist products of the destinantion: the Haloze-Zagorje Tourist zone, the wine route Haloze and the Tourist village Halonga. We also presented the ways these services are being marketed. We have also conducted a survey on the recognition and promotion of Haloze and its tourism services. It was conducted online to capture a broad population of people of different age groups and from different Slovene regions. The fourth chapter is focused on Haloze, as a diverse Slovene border region. It introduces the main characteristics of this area, both cultural and natural heritage, ethnographic characteristics, tradition and cuisine. In the area of Haloze, many products have been developed, because it offers many opportunities for individuality and direct contact with nature. We made proposals for the upgrading of existing tourism facilities, as well as proposals for the development of new tourism products. We have also recognized cycling tourism as one of the most important sports-tourist attractions for countryside tourism.
Secondary keywords:	tourism services;countryside;marketing mix;Haloze.;
URN:	URN:SI:UM:
Type (COBISS):	Undergraduate thesis
Thesis comment:	Univ. v Mariboru, Ekonomsko-poslovna fak.
Pages:	IV, 42 str., [7] str. pril.
ID:	9136754