20.500.12556/DKUM-94864 Podjetniške priložnosti v luksuznem turizmu na Hrvaškem: razvoj širitvene strategije podjetja Adria accommodations d.o.o. Entrepreneurial opportunities in luxury tourism in Croatia: development of an expansion strategy of Adria accommodations d.o.o. Diplomsko delo obravnava področje luksuznega turizma s poudarkom na turističnih nastanitvah višjega cenovnega razreda na Hrvaškem. V teoretičnem delu smo opredelili značilnosti luksuznega turizma, analizirali trende v vedenju turistov z višjo kupno močjo ter preučili ključne dejavnike uspeha v tem segmentu, kot so visoka raven storitev, personalizacija in arhitekturna diferenciacija. Predstavili smo tudi pomen celostne uporabniške izkušnje, digitalne prisotnosti in vloge kakovostnih podpornih storitev, ki skupaj oblikujejo konkurenčne prednosti luksuznih nastanitev. V empiričnem delu smo skozi študijo primera podjetja Adria accommodations d. o. o. analizirali obstoječi poslovni model, tržne značilnosti in možnosti za širitev z novo lastniško enoto – luksuzno vilo v Debeljaku pri Sukošanu. Ugotovili smo, da podjetje že uspešno deluje v segmentu luksuznega turizma ter razpolaga z ustreznimi kapacitetami, tržnim znanjem in izkušnjami za nadaljnjo rast. Na podlagi analiz povpraševanja, tržnega okolja in prihodkovnega potenciala smo oblikovali smernice za nadaljnji razvoj podjetja in pripravili predlog širitvene strategije. This thesis explores the field of luxury tourism, with a particular focus on high-end tourist accommodations in Croatia. The theoretical part defines the characteristics of luxury tourism, analyzes trends in the behavior of high-income travelers, and examines key success factors in this segment, such as high-quality service, personalization, and architectural differentiation. It also highlights the importance of a comprehensive user experience, digital presence, and quality support services, all of which contribute to the competitive advantage of luxury accommodations. The empirical part presents a case study of the company Adria accommodations d.o.o., analyzing its existing business model, market characteristics, and potential for expansion through the development of a new privately-owned luxury villa in Debeljak near Sukošan. The findings show that the company is already successfully operating within the luxury tourism segment and possesses the necessary capabilities, market knowledge, and experience to support further growth. Based on the analysis of demand, market conditions, and revenue potential, the thesis provides strategic guidelines for the company’s development and proposes a targeted expansion strategy. podjetništvo v turizmu luksuzni turizem nastanitve Hrvaška širitev podjetja Villa Roca Adria accommodations tourism entrepreneurship luxury tourism accommodations Croatia business expansion Villa Roca Adria accommodations true true false T. Dolar] Slovenski jezik Angleški jezik Diplomsko delo/naloga 2025-08-28 15:44:37 2025-10-09 09:30:14 2025-10-10 03:19:23 0000-00-00 00:00:00 2025 0 Maribor 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 005.3:338.48 252418307 UN_Dolar_Tomaz_2025.pdf UN_Dolar_Tomaz_2025.pdf 1 4C5997FA1C9785CE191F2B6D6D5D4033 c32d8eff663d67760f5ee2872b14b4366eadf111579623a07dd9b08a4c6f8c04 6ce39c57-9d5b-11f0-8bbe-00155d000105 https://dk.um.si/Dokument.php?lang=slv&id=199361 Ekonomsko-poslovna fakulteta 0 0 0