20.500.12556/DKUM-93740 Komuniciranje trajnostnosti na primeru ekoloških turističnih kmetij v Sloveniji Communicating sustainability in the context of eco-tourism farms in Slovenia Prispevek analizira spletno komunikacijo ekoloških turističnih kmetij v Sloveniji. Turistično ponudbo obravnavanih kmetij zaznamujejo ekološka usmerjenost kmetije, raznovrstnost ekološke ponudbe, umeščenost v bližino manj okrnjene narave, družina kot temelj delovanja, upoštevanje tradicije, pomembnost dediščine kmetije in okolja, individualnost v razvoju turistične dejavnosti, ustrezna kulinarična ponudba in različne možnosti nastanitve. Zavezanost k trajnostnemu delovanju kmetij je del lastnih prepričanj. Spremlja jo družinska povezanost, ohranjanje tradicij in kulturne dediščine. To deloma reflektira v sloganih posameznih kmetij. Okoljska politika in ravnanje kmetij obsega vsa področja delovanja, tudi odnos do gostov. Konkretno kulinarično ponudbo teh kmetij zaznamujejo elementi: ekološko, lokalno in sezonsko. Obravnavane kmetije omogočajo možnosti različnih doživetij, ki so del pričakovanja današnjih turistov. V uspešnem predstavljanju svojih trajnostnih turističnih proizvodov izstopa uporaba narativov. Logotipi kmetij delno ustrezajo razvijanju trajnostnosti. Skupni nastop kmetij na trgu bi prinesel boljše rezultate in spodbudil razvoj ekološkega turizma ter pomagal Slovenijo približati drugim državam The contribution analyzes the online communication of organic tourist farms in Slovenia. The tourist offer of the analyzed farms is characterized by the ecological orientation of the farm, the diversity of organic products and services, location close to less degraded nature, the family as the foundation of operations, respect for tradition, the importance of the farm's and the environment’s heritage, individuality in the development of tourism activities, appropriate culinary offerings, and various accommodation options. The commitment to sustainable practices is part of the farms’ core beliefs. It is accompanied by family cohesion and the preservation of traditions and cultural heritage. This is partly reflected in the individual farm slogans. The environmental policies and practices of the farms cover all areas of operation, including their attitude toward guests. The specific culinary offerings of these farms are marked by three key elements: organic, local, and seasonal. The analyzed farms provide opportunities for various experiences, which meet the expectations of today’s tourists. In successfully presenting their sustainable tourism products, the use of narratives stands out. The farms’ logos partly support the development of sustainability. A joint market presence of these farms would yield better results and encourage the development of organic tourism. trajnostna ponudba turizem na kmetijah spletne predstavitve prepričanja okoljska kriza sustainable offers farm tourism online presentations beliefs environmental crisis true false true Slovenski jezik Angleški jezik Znanstveno delo 2025-07-17 03:09:00 2025-08-26 12:54:48 2025-08-27 03:50:21 0000-00-00 00:00:00 2025 0 0 Str. 245-276 0000-00-00 Zaloznikova Objavljeno NiDoloceno 0000-00-00 0000-00-00 2025-07-04 81'27:631.147 240343043 242773251 10.18690/um.ff.6.2025.8 RAZ_Lipavic_Ostir_Alja_2025.pdf RAZ_Lipavic_Ostir_Alja_2025.pdf 1 773C8EAB532B41BB10551215380AD49A 6be616a990586db63498916a993c4e4550ef4ca1937f79767f2d87964f366e3d 349f9be1-826b-11f0-99c7-00155d000105 https://dk.um.si/Dokument.php?lang=slv&id=196399 https://doi.org/10.18690/um.ff.6.2025.8 0 442f268c-826b-11f0-99c7-00155d000105 https://dk.um.si/Dokument.php?lang=slv&id=196400 Filozofska fakulteta 0 0 0