Uspeh nad pričakovanji: Množični turizem v Goriških brdih

Kocina, Patrik (author), Jezernik, Božidar (mentor)

V diplomski nalogi obravnavamo pojav množičnega turizma v Goriških brdih. Rdeča nit celotne diplomske naloge gre v smeri prikazovanja, Brd kot kraja, ki si želi ohraniti naravno in kulturno dediščino, o čemer priča tudi zavezanost k Zeleni shemi in trajnostnemu turizmu, česar pa ne spodbujamo z vpeljevanjem množičnega turizma. Prikazati želimo, da dobra obiskanost Brd, večanje nočitev in široka ponudba, še ne pomenijo, da smo v Brdih priča množičnemu turizmu. Zavod za turizem, kulturo, mladino in šport Brda (v nadaljevanju ZTKMŠ) nagovarja lokalno prebivalstvo in ponudnike k ohranjanju njihove bogate dediščine. Izpeljujejo različne projekte za promocijo Brd, ki je zelo uspešna. Brda so dežela prepojena z burno preteklostjo. Danes pa lahko občudujemo veličastne vinograde, sadovnjake, oljčnike na eni strani, cerkve, vasice, gradove na drugi strani. Obiskovalci lahko v Brdih dobijo zelo veliko, od naravne in kulturne dediščine, do aktivnega preživljanja prostega časa in vse do vrhunske enogastronomske ponudbe. Ni zaman, da se jih še vedno drži slogan »Brda, dežela opojnih trenutkov«. V teoretičnem delu obravnavamo turizem kot panogo nasploh in s poudarkom na turizmu v Brdih. Potem opišemo Goriška brda in preidemo na opredelitve pojma trajnostni ter zeleni turizem. Nadaljujemo z opisom naravnih in kulturnih znamenitosti. Analiziramo tudi turistično ponudbo in turistično destinacijo. Pri tem smo izpeljali tudi SWOT matriko razvoja Brd. V empiričnem delu nas na konkretni ravni zanima, kakšno vlogo ima ZTKMŠ, kako se je razvijal turizem v Goriških brdih, kakšen vpliv je imela korona epidemija na turizem v Brdih, kakšna so Brda kot turistična destinacija in zakaj se ljudje odločajo za obisk Brd ter nazadnje, kakšni so obeti za razvoj Brd. Podatke smo pridobili s polstrukturiranim intervjujem, ki smo ga izvedel z direktorico Zavoda za turizem, kulturo, mladino in šport Brda.

• Language: Slovenian
• Keywords: Goriška brda, turizem, Zavod za turizem, kulturo, mladino in šport Brda, naravna in kulturna dediščina, turistična destinacija
• Work type: Bachelor thesis/paper
• Organization: FF - Faculty of Arts
• Year: 2021
• PID: 20.500.12556/RUL-130990
• Publication date in RUL: 21.09.2021

Secondary language

• Language: English
• Title: Success above Expectations: Mass Tourism in Goriška Brda

Abstract

In the thesis we discuss the phenomenon of mass tourism in Goriška Brda. The entire thesis is focused on showing that Brda is trying to keep and maintain its natural and cultural heritage which is supported by the commitment to the Green Scheme and the sustainable tourism which isn't achieved by developing mass tourism. We want to show that good attendance of Brda, its rising overnight stays and its diverse offer does not mean that Brda is becoming a victim of mass tourism. Institue of Tourism, Culture, Youth and Sport (ZTKMŠ) is trying to address the local population and its providers towards keeping Brdas rich heritage. They are striving to create diverse projects to promote Goriška Brda, which have been showing to be very successful. Brda is a land with a turbulent past. But today we can witness and admire its magnificent vineyards, orchards, olive groves, as well as churches, villages and castles. Visitors who visit Brda can gain a lot from the natural and cultural heritage that it offers. They can not only gain from its natural and cultural heritage but also with its offer of different leisure activities and enogastronomic offer. It is not in vain that the slogan »Brda, the land of intoxicating moments« still adheres to this place. In the theoretical part we analyse tourism as an overall industry but with an emphasis on the tourism in Goriška Brda. Then we introduce Goriška Brda and explain what sustainable and green tourism actually means. We continue with the description and introduction of the natural and cultural sights Brda has to offer. We analyse the tourist offer as a tourist destination. We have also used the SWOT matrix of the development of Brda. In the empirical part of the thesis we focus on the role of ZTKMŠ, how tourism developted in Brda, what kind of a role Corona virus played in the development and what impact it had on it, what kind of a tourist destination Brda is and why people decide to visit it as well as what kind of a future we expect for it. We obtained these informations by a halfstructured interview with the director of the Institue of Tourism, Culture, Youth and Sport of Brda.

• Keywords: Goriška Brda, tourism, Institute of Tourism, Culture, Youth and Sport of Brda, natural and cultural heritage, tourist destination