This master's degree thesis focuses on the state, spatial distribution, developmental factors and importance of herbalism in Slovenia. The thesis carries out a detailed analysis on different business models of herbalists and the importance of education and transfer of knowledge for the continued development of herbalism in Slovenia. Herbalism, which has a long and rich tradition in our area, is at its core an agricultural activity that has lately been going through many important changes. The field has become a multifunctional production and service industry which incorporates several aspects of rural areas: farming, economics, nature conservation and contemporary way of living. Combining analysis of available literature, collection and analysis of statistical data, interviews, analysis of in-depth semi-structured interviews (with ten herbal entrepreneurs and two representatives of educational institutions) and field work, we have identified six building blocks of herbal entrepreneurs’ business models: diverse offer of goods, sales channels, expansion of goods offered, connecting and networking, availability of work force along with succession and promotion. The operation of herbalists' business models is strongly dependent on the personality traits of herbal entrepreneurs and on the environment in which the company operates. Good connections within the business model as well as connections with the local and regional area are thus crucial for a company's successful operation. We have recognized that the fundamental factor for the development of herbalism is knowledge. For the further development of herbalism in Slovenia it is crucial that knowledge is conservated, supplemented, made accessible and properly transferred to the future generations of herbal entrepreneurs.
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