master's thesis
MARKETINŠKO UPRAVLJANJE PONUDOM RURALNOG TURIZMA DALMATINSKE ZAGORE U CILJU POVEĆANJA TURISTIĈKE POSJETE

Kristina Gverić (2016)
University of Split
Faculty of economics Split
Metadata
TitleMARKETINŠKO UPRAVLJANJE PONUDOM RURALNOG TURIZMA DALMATINSKE ZAGORE U CILJU POVEĆANJA TURISTIĈKE POSJETE : diplomski rad
AuthorKristina Gverić
Mentor(s)Neven Šerić (thesis advisor)
Abstract
Svrha diplomskog rada bila je na temelju analize resursne osnove i potencijala ruralnih podruĉja ukazati na mogućnosti razvoja ruralnog turistiĉkog proizvoda u zaobalnim destinacijama. Radom je obuhvaćen teorijski pregled proizvoda ruralne turistiĉke destinacije općenito, razvojnih i marketinških pretpostavki i smjernica te specifiĉnosti marketinga u ruralnom turizmu. Osim toga, obuhvaćen je pregled stanja ruralnog turizma na razini cijele Republike Hrvatske, pravno-institucionalni okvir te vaţnost usklaĊenog djelovanja svih dionika turizma i utjecaj turizma na dionike. Općeniti nalazi istraţivanja potvrĊeni su empirijskim dijelom rada na primjeru Dalmatinske zagore, ĉija valorizacija i pregled resursa su prethodno izloţeni. Istraţivanje trţišta pruţilo je uvid u aktualno stanje turistiĉke ponude te ukazalo na mogućnosti, ograniĉenja i potencijalna rješenja. Doprinos diplomskog rada ogleda se u navoĊenju smjernica za marketinško upravljanje i razvoj ruralne ponude Dalmatinske zagore, a koje se mogu primijeniti na bilo koju ruralnu turistiĉku destinaciju.
KeywordsDalmatian hinterland rural tourism marketing
GranterUniversity of Split
Faculty of economics Split
PlaceSplit
StateCroatia
Scientific field, discipline, subdisciplineSOCIAL SCIENCES
Economics
Marketing
Study programme typeuniversity
Study levelgraduate
Study programmeTourism and Hotel Management
Academic title abbreviationmag. oec.
Genremaster's thesis
Language Croatian
Defense date2016-08
Parallel abstract (English)
The purpose of this final thesis was to indicate the possibility of rural rourism development in the hinterland destinations, based on the analysis of the resource base and the potentials of rural areas. The thesis includes theoretical overview of the rural tourism products in general, development and marketing assumptions and guidelines as well as the specifics of marketing acitivities in rural tourism. In addition, the overview of the rural tourism state on the national level is implicated, just like legal and institutional framework, the importance of concerted action of all tourism stakeholders and the impact of tourism on the stakeholders. General research findings have been confirmed by the empirical part of the work on the example of Dalmatian hinterland, whose evaluation and overview of the resources are previously listed. Market research has provided an insight into the current state of the tourism offer and pointed out the possibilities, limitations and potential solutions. The contribution of thesis is reflected in the labeling guidelines for marketing management and rural development of the Dalmatian hinterland tourist offer, which can be applied to any other rural tourism destination.
Parallel keywords (Croatian)Dalmatinska zagora ruralni turizam marketing
Resource typetext
Access conditionOpen access
Terms of usehttp://rightsstatements.org/vocab/InC/1.0/
URN:NBNhttps://urn.nsk.hr/urn:nbn:hr:124:144541
CommitterIvana Gizdić