Digitalno nomadstvo kao potencijal razvoja turizma Republike Hrvatske

master's thesis

• Title (english): Digital nomadism as potential of tourism development in the Republic of Croatia
• Author: Nina Balaž Piri
• Mentor: Vanja Krajinović (mentor)
• Committee member: Danijela Ferjanić Hodak (član povjerenstva)
• Committee member: Antonio Vlahov (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Tourism); Zagreb
• Defense date and country: 2023-09-29, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Trade and Tourism

Abstract

Pojavom online komunikacije, od 2014. godine način rada poslova postepeno se mijenjao na globalnoj razini. To su iskoristile kompanije koje se u poslovanju bave informacijskom tehnologijom (engl. IT) koje su u konstantnom nedostatku radne snage počele zapošljavati programske inženjere koji bi radili na daljinu. U međuvremenu, trend rada na daljinu postao je zanimljiv i onima koji inicijalno nisu razmatrali takvu opciju te se javlja želja za kombinacijom rada i putovanja. Sve češćom pojavom i razvojem tog fenomena nastao je pojam digitalni nomadi koji predstavlja brzorastuću klasu visoko mobilnih profesionalaca čiji je rad neovisan o lokaciji. Dakle, digitalni nomadi rade dok putuju na (polu)stalnoj osnovi i obrnuto, formirajući novi mobilni način života. Cilj rada je istražiti utjecaj digitalnih nomada na turizam te kako razni dionici utječu na njihova kretanja. Promjenom radnih navika mijenja se potražnja u turizmu jer se u određenom omjeru smanjuje potražnja za tradicionalnim odmorišnim turizmom te se proširuju mogućnosti ponude za ovaj novi segment potražnje. Digitalni nomadi služe se tehnologijom u svakodnevnom obavljanju poslova, često su uključeni u online zajednice digitalnih nomada, a najviše ih je iz SAD-a. Vole kada ih se smatra dijelom lokalne zajednice jer u destinaciji ostaju duži vremenski period. Primjeri turističke ponude koja zadovoljava njihove potrebe su dobra internetska veza, prekrasna lokacija, mogućnost rada iz zajedničkih prostora za rad, mogućnost upoznavanja kulture lokalne zajednice. Rezultati primarnog istraživanja ukazuju na mišljenja dionika o razvoju proizvoda za ovaj segment potražnje. Većina ispitanika ima pozitivna mišljenja i smatra digitalne nomade dobrodošlima. Do sada ih je većina sudjelovala u nekom obliku projekta namijenjenom digitalnim nomadima. Također nitko ne zamjećuje negativan utjecaj digitalnih nomada, a većina smatra da je njihov utjecaj na lokalnu zajednicu pozitivan. Istražena su dosadašnja djelovanja te se utvrdilo u kojem području je potreban napredak i koje su mogućnosti za poduzetnike i ostale dionike u turizmu. Istraživanje uključuje dubinski intervju s relevantnim dionicima razvoja digitalnog nomadstva u Republici Hrvatskoj. Rezultati rada mogli bi pomoći poduzetnicima i turističkim organizacijama prilikom donošenja poslovnih odluka i odlučivanja o smjeru razvoja proizvoda.

Abstract (english)

With the emerge of online communication, the way businesses operated began to change gradually from 2014 onwards. Information technology companies, facing a constant shortage of labor, capitalized on this by starting to hire developers to work remotely. Over time, the trend of remote work became appealing even to those who had not initially considered such an option, leading to a desire to combine work and travel. The increasingly common appearance and development of this phenomenon led to the term digital nomads, a fast-growing class of highly mobile professionals whose work is location-independent. They work while traveling on a (semi)permanent basis and vice versa, establishing a new mobile lifestyle. The aim of this research is to explore the impact of digital nomads on tourism and how various stakeholders influence their movements. With the change in work habits, there is a shift in tourism demand, reducing the demand for traditional resort tourism and expanding opportunities for this new segment. Digital nomads utilize technology in their daily tasks, they are often part of online digital nomad communities, and the majority of them are from the USA. They appreciate being considered as a part of the local community as they often stay in a destination for an extended period. Examples of tourism offerings that cater to their needs include a strong internet connection, a beautiful location, the ability to work from co-working spaces, and opportunities to immerse themselves in the local culture. The results of the primary research indicate stakeholders' opinions on product development for this segment. The majority of respondents have positive opinions and consider digital nomads welcome. Most have participated in some form of project aimed at digital nomads. Additionally, no one notices any negative impact from digital nomads, with most perceiving their influence on the local community to be positive. Previous actions have been examined to determine where progress is needed and what opportunities exist for entrepreneurs and other tourism stakeholders. The research includes in-depth interviews with relevant stakeholders in the development of digital nomadism in the Republic of Croatia. The results of this study could assist entrepreneurs and tourism organizations in making business decisions and determining product development directions.

• Keywords: digitalni nomadi; turizam; turistička ponuda; Republika Hrvatska; dionici u turizmu
• Keywords (english): digital nomads; tourism; tourism offer; Republic of Croatia; tourism stakeholders
• Language: croatian
• URN:NBN: urn:nbn:hr:148:184590
• Study programme: Title: Business Economics; Study programme type: university; Study level: integrated undergraduate and graduate; Academic / professional title: magistar/magistra ekonomije (magistar/magistra ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to authenticated users
• Created on: 2023-10-02 06:22:06