Trženje inovativnih, z naravo povezanih, turističnih produktov

segmentacija, poudarjene prednosti in kanali komuniciranja izbranih primerov

Jan Pokorny (Avtor), Maja Turnšek (Mentor)

Povzetek

Diplomska naloga se nanaša na promocijo trenutno še dokaj nepoznane in inovativne vrste bivanja v namestitvenih kapacitetah za turistične namene – glampinga. Luksuzno kampiranje oz. tako imenovan glamping se je prvič pojavil v zadnjem desetletju v Angliji, danes pa se je zaradi svoje atraktivne ponudbe, ki je ni mogoče najti v klasičnih namestitvenih enotah, kot so hoteli, apartmaji, hostli itd., močno razširil po vsem svetu. Hiške na drevesih, veliki šotori s sodobnim pohištvom na splavu in majhne lesene hiške v obliki piramide z bazeni so le nekateri izmed primerov glampinga, ki turistu zagotovijo osnovno ter dodatno luksuzno ponudbo. V diplomski nalogi bodo sprva predstavljeni primeri dobrih praks glampingov po svetu, v ožjem delu pa se bomo osredotočili na tovrstno ponudbo v Sloveniji in raziskali segmentacijo gostov, poudarjene prednosti ponudnikov ter kanale komuniciranja z gosti, ki jih uporabljajo slovenski glamping ponudniki. Raziskovalna vprašanja so torej vezana na trženje tovrstne ponudbe v Sloveniji, s ciljem povečati prepoznavnost podjetij, ki nudijo luksuzne storitve in predstaviti glamping kot inovativen turističen produkt v Sloveniji.

Ključne besede

glamping;luksuz;ekoturizem;trženje;kampiranje;

Podatki

Jezik:	Slovenski jezik
Leto izida:	2017
Tipologija:	2.11 - Diplomsko delo
Organizacija:	UM FT - Fakulteta za turizem
Založnik:	[J. Pokorny]
UDK:	339.138:338.48(043.2)
COBISS:	2048235347
Št. ogledov:	1699
Št. prenosov:	369
Ocena:	0 (0 glasov)
Metapodatki:

Ostali podatki

Sekundarni jezik:	Angleški jezik
Sekundarni naslov:	Marketing approach to ʹback to natureʹ innovative products: segmentation, features and communication channels on presented projects
Sekundarni povzetek:	This diploma theme deals with promotion of, of the time being, still not known and innovative kind of staying in accommodation facilities for touristic purposes – Glamping. Luxury camping and/or glamping has appeared for the first time in the last decade in England. Nowadays, owing to its attractive offer which cannot be found in classic accommodation units, such as hotels, apartments, etc. has spread immensely all over of the world. Log huts on the trees, big tents equipped with modern furniture on the raft and small wooden huts formed as pyramids with swimming pools are just one of the examples of glamping providing a tourist basic and extra luxury offer. In the diploma work, first there will be presented examples of a good glamping practice in the world and in the briefer part we shall focus on the offer in Slovenia and study segmentation of the guests, pointed advantages of offerers and channels of communication with the guests which are used by the Slovenian glamping offerers. Research issues are connected with marketing such an offer in Slovenia with the purpose to increase identification of the companies offering luxury services and introduce glamping as an innovative product in Slovenia.
Sekundarne ključne besede:	glamping;luxury;ecotourism;marketing;camping;
URN:	URN:SI:UM:
Vrsta dela (COBISS):	Diplomsko delo/naloga
Komentar na gradivo:	Univ. v Mariboru, Fak. za turizem
Strani:	X, 49, XI str.
ID:	10887275