Stavovi domaćih turista o ponudi seoskog turizma u destinaciji Krapinsko - zagorska županija

master's thesis

• Title (english): Attitudes of domestic tourists about rural tourism offer in destination Krapina - Zagorje county
• Author: Lana Jakuš-Mejarec
• Mentor: Đurđana Ozretić Došen (mentor)
• Committee member: Đurđana Ozretić Došen (predsjednik povjerenstva)
• Committee member: Darko Prebežac (član povjerenstva)
• Committee member: Tanja Komarac (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Marketing); Zagreb
• Defense date and country: 2023-09-05, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

Rastući broj interesa za posjetom kontinentalne regije, posebice Krapinsko – zagorske županije, potaknut je obiljem prirodnih i kulturnih raznolikosti te tradicijskih specijaliteta. Shodno navedenom razvija se i seoski turizam, unutar kojeg se objedinjuje sva materijalna i nematerijalna baština destinacije. Tema ovog diplomskog rada zahtjeva daljnju analizu koja bi potaknula napredak seoskog turizma te ojačala marketinške aktivnosti Krapinsko - zagorske županije. Polazeći od postavljenih ciljeva koji se odnose na utvrđivanje marketinških aktivnosti s najvećim značajem za odabir i boravak u destinaciji seoskog turizma u Krapinsko – zagorskoj županiji te oblikovanje prijedloga za njihovo poboljšanje i unapređenje, provedenim istraživanjem ispitani su stavovi domaćih turista o aktualnoj ponudi seoskih turizama. Temeljem prikupljenih podataka proizlaze zaključci o:
a) važnosti cijene kao elementa marketinškog miksa u odabiru i boravku destinacija seoskih turizama,
b) usklađivanju cijene s kvalitetom pružanih usluga,
c) učestaloj potrebi korištenja društvenih mreža u promotivne svrhe za usluge seoskog turizma,
d) važnosti seoskog turizma te mogućnostima koje on stvara za Krapinsko – zagorsku županiju.
Rad služi kao nadopuna postojećoj marketinškoj literaturi vezanoj uz važnost seoskog turizma za razvoj destinacije u kojoj se nalazi. Ponuđeni prijedlozi za unapređenje se, izuzev Krapinsko – zagorske županije, mogu s manjim izmjenama primijeniti i u drugim kontinentalnim regijama Republike Hrvatske.

Abstract (english)

The growing number of interests in visiting continental regions, especially the Krapina - Zagorje County, is highlighted by the abundance of natural and cultural diversity and traditional specialties. In accordance with the above, rural tourism is also developing, within which all the tangible and intangible heritage of the destination is combined. The topic of this thesis requires further analysis that would stimulate the progress of rural tourism and strengthen the marketing activities of Krapina - Zagorje County. Starting from the set goals related to the determination of marketing activities with the greatest importance for choosing and staying in a rural tourism destination in Krapina - Zagorje County and formulating proposals for their improvement and improvement, the conducted research examined the attitudes of domestic tourists about the current offer of rural tourism. Based on the collected data, conclusions are made about:
a) the importance of price as an element of the marketing mix in choosing and staying in rural tourism destination,
b) harmonizing the price with the quality of services provided,
c) the frequent need to use social networks for promotional purposes for rural tourism services,
d) the importance of rural tourism and the opportunities it creates for Krapina - Zagorje County.
The thesis serves as a complement to the existing marketing literature related to the importance of rural tourism and for development of the destination where it is located. The mentioned proposals for improvement, with the exception of Krapina - Zagorje County, can be applied with minor changes in other continental regions of the Republic of Croatia.

• Keywords: seoski turizam; marketing; Krapinsko – zagorska županija
• Keywords (english): rural tourism; marketing; Krapina - Zagorje county
• Language: croatian
• URN:NBN: urn:nbn:hr:148:382195
• 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 students and staff of home institution
• Created on: 2023-09-05 21:08:03