20.500.12556/DKUM-20704 PREDLOG NAČRTA TRŽENJA ZA TURISTIČNO PONUDBO ŠALEŠKE DOLINE PROPOSAL OF A TOURISM MARKETING PLAN FOR THE ŠALEŠKA VALLEY V drugem poglavju smo spoznali teoretični okvir destinacijskega managementa, pojem turistična destinacija in trženje v turizmu. Ker pa vsaka regija, ki želi postati uspešna turistična destinacija, mora imeti za učinkovito delovanje sestavljen načrt trženja oz. strategijo trženja, ki je tudi uresničljiva. Zato je učinkovito marketinško načrtovanje zmeraj zasnovano na poznavanju okolja, smo v tretjem poglavju diplomskega seminarja, okolje podrobno spoznali in ga analizirali. Spoznali smo, da ima Šaleška dolina na področju kulturno-prireditvenega, športno-rekreativnega in mladinskega turizma, največje možnosti, da postane prepoznavna turistična destinacija – torej zaokroženo geografsko področje, kjer se turistična ponudba, povezana v enotno trženjsko znamko, trži na domačih in tujih trgih. V četrtem poglavju smo analizirali oblikovanje trženjske strategije, kjer smo preučili staro vizijo ter podali predlog za novo, k že zapisanim kvalitativnim in kvantitativnim ciljem pa smo zapisali komentar in dodali tudi nekaj novih predlogov. Preučili smo tudi produktno področje turizma Šaleške doline in ugotovili, da so razvite zvrsti turizma v Šaleški dolini športno-rekreativni, kulturno-prireditveni in mladinski ter zdraviliški in poslovni turizem. In second chapter we learn about the theoretical framework of destination management, the concept of a tourism destination and tourism marketing. And because every region that wants to become a sucessful tourist destination, must have, for effecive operation, a marketing plan or marketing strategy, which is also plausible. Since effective marketing planning is based on knowledge of the environment, we learn more abaut the environment in detail and analyze it in third chapter of graduate seminar. We realized that the Šaleška valley has, on area of culture and events, sports and recreation and youth tourism, the greatest potential to become a recognizable tourism destination – rounded geographic area, where the tourist offer, connected to a single brand, is marked in domestic and foreign markets. In third chapter we analyzed the creation of marketing strategy, where we examined the old version and have made proposals for the new version. To already written qualitative and quantitative objectives, we wrote a comment and add some new proposals. In pursuing such a strategy, we first learned about the importance of destination management. We also examine the tourism product of Šaleška Valley and found that the developed forms of tourism in the Šaleška valley are recreational, cultural and youth tourism as well as spa and business tourism. Šaleška dolina strategija trženja turistična destinacija destinacijski management turistična ponudba zvrsti turizma Šaleška valley marketing strategy tourism destination destination management tourism offer tourism types true true false Slovenski jezik Angleški jezik Delo diplomskega seminarja/zaključno seminarsko delo/naloga 2011-09-28 10:47:34 2011-12-15 09:12:09 2022-04-14 08:10:59 2023-12-27 03:12:57 2011 0 Maribor 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 338.48 10902812 URN:SI:UM:DK:4TFHPMST VS_Hrncic_Jana_2011.pdf VS_Hrncic_Jana_2011.pdf 1 20C225249D2AC47781B473FD4DD4FA53 20e5d321313adcba9718aa927d7605d3e50d0c46ebe97f21dbb6ea1507f5988e aea4c099-7c05-11eb-bb7a-00155d0001ca 20.500.12556/dkum/b5c4ffaf-da52-4b39-853e-6f2a6899de47 https://dk.um.si/Dokument.php?lang=slv&id=25822 Ekonomsko-poslovna fakulteta 0 0 0