The thesis explores service marketing in mountain biking, focusing on the municipality of Radlje ob Dravi. The aim is to explore how successful marketing strategies can be applied to the service sector of mountain biking to enhance the tourism appeal of the broader region. The theoretical part of the thesis covers key concepts of service marketing, including the distinctive characteristics of services such as intangibility, inseparability, heterogeneity, and perishability. The study is based on the marketing mix model (7P), which, in addition to the basic elements (product, price, place, and promotion), also includes people, physical evidence, and processes— critical components in the design and marketing of tourism services.
The empirical section analyzes the "Mountain Biker-Friendly Municipality" project developed by the Radlje ob Dravi municipality, primarily aimed at improving infrastructure and attracting mountain biking enthusiasts. Through qualitative analysis, the thesis examines the goals and challenges of the project, as well as its effect on the local community and tourism offerings. The thesis concludes that successful implementation of service marketing in mountain biking requires an interdisciplinary approach that considers both the specific needs of mountain bikers and the broader context of a tourist destination. Maintaining a high level collaboration among the local community, service providers, and tourists is crucial to achieving sustainable regional development.
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