Marketinški vidiki trajnostnega turizma na primeru Savinjske regije : magistrsko delo

Časl Skok, Zala (author), Golob, Urša (mentor)

Turistična industrija in storitve turističnega sektorja postajajo vedno bolj pomemben del nacionalnih gospodarstev. Nobena izjema ni razvoj turizma v Sloveniji, ki prav tako temelji na zaznavanju trajnosti in trajnostnih načel. Trajnostni turizem lahko predstavlja eno izmed konkurenčnih prednosti turističnih destinacij, hkrati pa razvoj trajnostnega turizma predstavlja tudi pravico lokalnega prebivalstva do kakovostnega življenjskega okolja. Magistrsko delo se osredotoča na marketinške vidike trajnostnega turizma, pri čemer je empiričen del osredotočen na Zgornjo Savinjsko regijo. Raziskovalno vprašanje se osredinja na trajnostne marketinške prijeme, ki se kažejo na konkretnih primerih glavnih in največjih ponudnikov v Zgornji Savinjski dolini. Empiričen del je sestavljen iz intervjujev s turističnimi ponudniki in razvojno agencijo, ki zastopa vseh sedem občin Zgornje Savinjske regije. Cilj magistrskega dela je raziskati, kako se trajnost dojema in povezuje z marketingom v turistično razvijajoči regiji Slovenije, kako se ponudniki zavzemajo za trajnost in kako razvojna agencija regije skrbi za opominjanje in poudarjanje pomena trajnosti v turizmu.

• Language: Slovenian
• Keywords: trajnost, turizem, marketing, komuniciranje
• Work type: Master's thesis/paper
• Typology: 2.09 - Master's Thesis
• Organization: FDV - Faculty of Social Sciences
• Place of publishing: Ljubljana
• Publisher: Z. Časl Skok
• Year: 2023
• Number of pages: 1 spletni vir (1 datoteka PDF (72 str.))
• PID: 20.500.12556/RUL-153509
• UDC: 338.487:502.131.1:659.1(497.431)(043.2)
• COBISS.SI-ID: 181227779
• Publication date in RUL: 11.01.2024

ČASL SKOK, Zala, 2023, Marketinški vidiki trajnostnega turizma na primeru Savinjske regije : magistrsko delo [online]. Master’s thesis. Ljubljana : Z. Časl Skok. [Accessed 18 May 2025]. Retrieved from: https://repozitorij.uni-lj.si/IzpisGradiva.php?lang=eng&id=153509

Secondary language

• Language: English
• Title: Marketing perspectives of sustainable tourism in the case of Savinjska region

Abstract

The tourism industry and tourism sector services are becoming an increasingly important part of national economies. The development of tourism in Slovenia, which is also based on the perception of sustainability and sustainable principles, is no exception. Sustainable tourism can represent one of the competitive advantages of tourist destinations and at the same time the development of sustainable tourism also represents the right of the local population to a quality living environment. The master's thesis focuses on marketing strategies of sustainable tourism, with the empirical part focused on the Upper Savinja region. The research question focuses on sustainable marketing approaches, which are shown on concrete examples of the main and largest providers in the Upper Savinja Valley. The empirical part consists of interviews with tourism providers and of interviews with The Development Agency which represents all 7 municipalities of the Upper Savinja region. The aim of the master's thesis is to investigate how sustainability is perceived and supported by marketing in the tourism-developing region of Slovenia, how providers are committed to sustainability and how the Development Agency of the region takes care of reminding and emphasizing the importance of sustainability in tourism

• Keywords: sustainability, tourism, marketing, communication