Vpliv soustvarjanja na oblikovanje edinstvene porabniške izkušnje pri alternativnem turizmu v Sloveniji : diplomsko delo

Janković, Nikolina (author), Golob, Urša (mentor)

Hiter življenjski slog ima za posledico potrebo po pobegu od vsakdana, kar posameznikom omogoča turistična izkušnja. Sprememba vsakdana je vplivala na motive posameznika za izbor turistične izkušnje, ki je postala kompleksen pojem s kulturnimi, ruralnimi, kulinaričnimi in izobraževalnimi elementi. Zato se morajo ponudniki odmakniti od razmišljanja 'servisescape' in zagotoviti večplastno izkušnjo s pomočjo 'sensescape'. Draženje čutil vpliva na občutek pristnosti, ki je povezan z zapomnljivostjo doživetja. V turizmu opažamo premik od pasivnega k aktivnem obiskovalcu. Dolgoročni odnos z obiskovalci lahko ponudniki zagotovijo z omenjenem 'sencescape', kar je omogočeno preko elementa soustvarjanja. Cilj diplomske naloge je raziskati, kako soustvarjanje vpliva na oblikovanje edinstvene porabniške izkušnje pri različnih vrstah alternativnega turizma v Sloveniji. Raziskovalno vprašanje zajema odnos ponudnikov in obiskovalcev do elementa soustvarjanja. Med raziskavo sem naredila 5 poglobljenih intervjujev s ponudniki in fokusno skupino s 6 udeleženci kot potencialnimi obiskovalci. Zaključni del zajema analizo in ključne ugotovitve iz pridobljenih podatkov. Ponudniki menijo, da vključevanje elementa soustvarjanja edina smer razvoja turizma s pristno izkušnjo, vendar gre za novejšo obliko počitnic na slovenskem trgu, ki se kaže v ožjem krogu obiskovalcev povratnikov in težavam s cenovno politiko. Potencialni obiskovalci bi se odločili za 'izobraževalno in zabavno' doživetje, vendar ne vedo, kako bi jih v Sloveniji našli. Tisti, ki jih najdejo, menijo da gre za precej 'vsakodnevno in drago' ponudbo.

• Language: Slovenian
• Keywords: soustvarjanje, alternativni turizem, edinstvena porabniška izkušnja
• Work type: Bachelor thesis/paper
• Typology: 2.11 - Undergraduate Thesis
• Organization: FDV - Faculty of Social Sciences
• Place of publishing: Ljubljana
• Publisher: [N. Janković]
• Year: 2021
• Number of pages: 117 str.
• PID: 20.500.12556/RUL-128286
• UDC: 338.48:339.138(497.4)(043.2)
• COBISS.SI-ID: 74262019
• Publication date in RUL: 08.07.2021

JANKOVIĆ, Nikolina, 2021, Vpliv soustvarjanja na oblikovanje edinstvene porabniške izkušnje pri alternativnem turizmu v Sloveniji : diplomsko delo [online]. Bachelor’s thesis. Ljubljana : N. Janković. [Accessed 18 May 2025]. Retrieved from: https://repozitorij.uni-lj.si/IzpisGradiva.php?lang=eng&id=128286

Secondary language

• Language: English
• Title: Influence of co-creation element on unique tourist experience perception in alternative tourism in Slovenia

Abstract

Fast-paced lifestyles have changed the desires and motives for the selection of the tourist experience, becoming a complex concept that includes cultural, rural, culinary and educational elements. Service providers had to move away from ‘serviceescape’ thinking and provide a multi-layered experience through ‘sensescape’. Including senses in the tourist experience affects the sense of authenticity associated with its memorability. Thus, in tourism, we observe a shift from the passive to the active visitor. Long-term relationships with visitors can be created by optimizing the aforementioned 'sencescape' through the element of co-creation. The aim of this thesis is to investigate how the inclusion of the visitor in interactive activities influences the creation of a unique experience in alternative tourism in Slovenia. The research question investigated the relationship of service providers and potential visitors to the element of co-creation and the potential gap between the expectations. I conducted 5 in-depth interviews with service providers and a discussion with a focus group with 6 participants as potential visitors. Finally, the thesis contains findings and analysis based on the obtained data. The providers think that the co-creation is the only direction of tourism development, but it is a newer form of exeperince on the Slovenian market, characterised by the narrow circle of returnee visitors and problematic pricing policy. Potential visitors would opt for an offer that includes an 'educational and fun' experience, without knowing how to get to it in Slovenia. Those who find it, consider it a rather ‘everyday and expensive’ experience.

• Keywords: co-creation, alternative tourism, unique user experience