20.500.12556/RUL-128284 Promocija socialnih funkcij mestnih gozdov na družbenih omrežjih diplomsko delo Promotion of social values of urban forests on social networks Gozdovi so del našega okolja in predstavljajo najvišje razvit kopenski ekosistem. Socialne funkcije, ki jih ponujajo, imajo za ljudi pomembno vlogo. Mestni gozdovi so območja za rekreacijo, sproščanje, izobraževanje, doživljanje narave in še mnogo več, vendar so njihove prednosti pogosto premalo prepoznane. V diplomski nalogi so raziskane možnosti za za spodbujanje pogostejše uporabe mestnih gozdov s strani prebivalcev. Kot orodje za to je bila preučena teorija socialnega marketinga in s tem možnosti spreminjanja vedenja posameznikov in družbe z uporabo teoretskega okvira te marketinške veje. Z namenom raziskave problema so bile zastavljene tri hipoteze, ki so bile preverjene s kvantitativno in kvalitativno raziskavo. Kvantitativna je bila izvedena v obliki spletnega vprašalnika, v njej pa je sodelovalo 198 oseb. Kvalitativni del predstavlja 20 polstrukturiranih intervjujev z obiskovalci Mestnega gozda Celja. Obe sta potrdili slabo poznavanje socialnih funkcij kljub dejstvu, da mnogi gozd obiskujejo prav zaradi njih. Raziskavi sta potrdili možnost uporabe družbenih omrežij za obveščanje in izobraževanje o mestnih gozdovih in njihovih funkcijah. Z načrtnim in strokovnim pristopom k problemu bi lahko s komunikacijo na družbenih omrežji razširili znanje o socialnih funkcijah in s tem spodbudili ljudi k obisku mestnih gozdov. Forests are part of our environment and represent the most highly developed terrestrial ecosystem. Social values of forests play an important role for people. Urban forests are areas for recreation, relaxation, education, experiencing nature and much more, but their benefits are often under-recognized. The thesis explores the possibilities to encourage urban forest visits by residents . As a tool for this, the theory of social marketing and thus the possibility of changing the behaviour of individuals and society using the theoretical framework of this marketing branch were studied. In order to research the problem, three hypotheses were set and tested with quantitative and qualitative research. The quantitative one was conducted in the form of an online questionnaire and involved 198 people. The qualitative part is 20 semi-structured interviews with visitors of the urban forest Mestni gozd Celje. Both confirmed a poor knowledge of social values, despite the fact that many visit the forest precisely because of them. The research confirmed the possibility of using social networks to inform and educate about urban forests and their functions. With a planned and professional approach to the problem, communication on social networks could expand knowledge about social functions and thus encourage people to visit urban forests. socialni marketing družbena omrežja socialne funkcije mestni gozd social marketing social networks social values urban forest true true false [L. Hostnik] Slovenski jezik Angleški jezik Diplomsko delo/naloga 2021-07-08 08:30:06 2021-07-08 08:30:09 2022-09-07 04:14:11 0000-00-00 00:00:00 2021 0 Ljubljana 0 Ljubljana 83 str. 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 339.138:630*9(043.2) 126400 74109699 4729.pdf 4729.pdf 1 4CED5D7B06C116FFB3F1F8B503A6BAFD 6577e4da5df5bee6f99f7ad86305758aca84f6a4ed916aa7717c9fef35d76152 ce6d0332-dfb5-11eb-a523-00155dcfd717 https://repozitorij.uni-lj.si/Dokument.php?lang=slv&id=144970 Fakulteta za družbene vede 0 0 0