Marketing management of properties in rural tourism

undergraduate thesis

• Author: Vladimir Vujeva
• Mentor: Andrea Razum (mentor)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Marketing); Zagreb
• Defense date and country: 2015-09-29, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

Tourism in rural areas is developing in the last decade and has a growing popularity among
tourists. But still the marketing management is not appropriately aligned with the
contemporary marketing practices and therefore the author stressed out strategies and
practices that could be implemented into rural businesses. Also, the paper handles with the
development of a marketing plan for a potential resort in south-west Bosnia and Herzegovina,
so it combines the practical implementation followed by theoretical background.
The field of marketing practices in rural tourism is not enough researched and the literature is
not homogenous, therefore the author is trying to combine various strategies and practices that
can be adequately used and implemented into the mentioned field.
The research was conducted through analyzing existing successful resorts in rural areas,
synthesizing their strategies and practices to better understand how they solved their
problems. In addition to that, a special emphasize was put on communities were rural business
are conducted, how they influence certain aspects of businesses.
It is obvious that businesses in rural areas as resorts are too slowly shifting from traditional
marketing practices to modern approaches (influenced by the development of information
technologies). The lack of skilled marketers and bad relationships between businesses and
communities are the main obstacles to a more efficient marketing management in rural
properties.
The results are more general, and should be considered as guidelines for rural businesses that
are looking for a contemporary strategic planning that includes modern marketing tools and
practices.

• Keywords: Bosnia and Herzegovina; Rural Tourism; Strategic Planning
• Language: english
• URN:NBN: urn:nbn:hr:148:069736
• Study programme: Title: Business Economics in English; Study programme type: university; Study level: undergraduate; Academic / professional title: sveučilišni/a prvostupnik/ prvostupnica(baccalaureus/ baccalaurea) ekonomije (sveučilišni/a prvostupnik/ prvostupnica(baccalaureus/ baccalaurea) ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to students and staff of home institution
• Created on: 2016-02-23 10:49:32