Zeleni marketing in nakupno vedenje odjemalcev v turizmu

diplomsko delo

Davida Pogorevc Hafner (Avtor), Sonja Sibila Lebe (Mentor)

Povzetek

Tema diplomske naloge je zeleni marketing in nakupno vedenje odjemalcev v turizmu. Opišemo, kaj je zeleni marketing in kdo so zeleni potrošniki, natančneje pa se dotaknemo teme zeleni turizem, ki v Sloveniji postaja vse bolj priljubljen ter se hitro razvija zaradi neokrnjene narave, pestre kulturne dediščine ter raznolike in izvrstne kulinarične ponudbe. Razvoj zelenega marketinga in turizma postaja vse pomembnejši, saj smo se začeli vsaj v razvitem delu sveta vse bolj zavedati problema onesnaženosti zraka, globalnega segrevanja ter pogubnih posledic klimatskih sprememb, pomanjkanja pitne vode, izumiranja živalskih in rastlinskih vrst in še bi lahko naštevali. Varovanje okolja je postalo ključno družbeno vprašanje, ki zahteva trajnostno naravnanost podjetij. Zeleni marketing je učinkovita strategija, ki ozavešča turiste o pomembnosti trajnostnega turizma in spodbuja zeleno ravnanje. V diplomskem delu smo raziskali potencial zelenega turizma v Sloveniji ter vpliv zelenega marketinga na zeleno zavest in ravnanje turistov. Ugotovili smo, koliko okoljska ozaveščenost vpliva na nakupno vedenje odjemalcev in koliko so v zameno pripravljeni plačati več ter tudi, ali okoljski znaki pozitivno vplivajo na nakupne odločitve odjemalcev/turistov in ali bi se potrošniki večkrat odločili za zeleno turistično ponudbo, če bi bila na voljo. Prišli smo do sklepa, da potrošniki še vedno raje ostanejo v coni svojega udobja in se odločajo za okolju bolj prijazne alternative v glavnem le, če so cene tovrstne ponudbe konkurenčne. Če pa se odločijo, verjamejo, da so zato boljši/odgovornejši potrošniki in pripomorejo k trajnostnemu razvoju in varovanju okolja. Tudi pri turistični ponudbi cenijo kakovost, udobje in prestiž in se za zeleno turistično ponudbo ne odločijo vedno, temveč pretežno takrat, ko je v skladu z njihovimi pričakovanji o doživetem in udobnem dopustu.

Ključne besede

zeleni marketing;zeleni turizem;turisti;vedenje porabnikov;nakupno vedenje;

Podatki

Jezik:	Slovenski jezik
Leto izida:	2023
Tipologija:	2.11 - Diplomsko delo
Organizacija:	UM EPF - Ekonomsko-poslovna fakulteta
Založnik:	D. Pogorevc Hafner
UDK:	339.13:502.12
COBISS:	168885507
Št. ogledov:	31
Št. prenosov:	0
Ocena:	0 (0 glasov)
Metapodatki:

Ostali podatki

Sekundarni jezik:	Angleški jezik
Sekundarni naslov:	Green marketing and consumer buying behaviour in tourism
Sekundarni povzetek:	The topic of the thesis is green marketing and consumer behavior in tourism. We describe what green marketing is and who green consumers are, specifically delving into the topic of green tourism, which is becoming increasingly popular in Slovenia and rapidly developing due to its untouched nature, rich cultural heritage, and diverse and excellent culinary offerings. The development of green marketing and tourism is becoming increasingly important, as we in the developed world are becoming more aware of issues such as air pollution, global warming, and the devastating consequences of climate change, as well as water scarcity and the extinction of animal and plant species, to name a few. Environmental conservation has become a key societal issue that demands the sustainable orientation of companies. Green marketing is an effective strategy that raises awareness among tourists about the importance of sustainable tourism and encourages green behavior. In this thesis, we explored the potential of green tourism in Slovenia and the impact of green marketing on the environmental awareness and behavior of tourists. We found out to what extent environmental awareness influences consumer buying behavior and how much more they are willing to pay in return. We also investigated whether environmental labels positively influence consumer/tourist purchasing decisions and whether consumers would choose green tourism offerings more frequently if available. We came to the conclusion that consumers still prefer to stay within their comfort zone and opt for environmentally friendly alternatives mainly if the prices of such offerings are competitive. However, when they do choose such options, they believe that they become better/more responsible consumers, contributing to sustainable development and environmental protection. In the realm of tourism offerings, they value quality, comfort, and luxury, and they don't always choose green tourism options but rather predominantly when they align with their expectations of an enjoyable and comfortable vacation.
Sekundarne ključne besede:	Green marketing;green tourism;green consumers/tourists;consumer buying behaviour;
Vrsta dela (COBISS):	Diplomsko delo/naloga
Komentar na gradivo:	Univ. v Mariboru, Ekonomsko-poslovna fak.
Strani:	III, 45 str., 4 str. pril.
ID:	19793355