20.500.12556/DKUM-95602 Spletne strani v turizmu z vidika senzornega marketinga magistrsko delo Websites in tourism from the perspective of sensory marketing Ker dobivajo izkušnje na področju turizma vedno večji pomen, se razvija mnogo pogledov, kako jih oblikovati, da bodo kakovostne. Izkušenj se ne oblikuje samo v resničnem svetu, temveč – zaradi tehnološkega razvoja – tudi vse bolj v spletnih okoljih. Tu lahko pripomore koncept senzornega marketinga, ki svetuje stimuliranje uporabnikovih petih čutil prek oglaševanja. Ta pristop je bil uporabljen v tem zaključnem delu, kjer smo z metodo indeks spletnega senzornega marketinga (OSMI), namenjeno analizi senzornosti spletnih strani, analizirali podstrani z vinskim doživetjem. Začeli smo z glavno spletno stranjo slovenskega turizma »I feel Slovenia«. Nato smo se osredotočili na regijo Posavje in analizirali glavno stran posavskega turizma »Posavje – Polno Priložnosti«. Nadalje smo analizirali šest spletnih strani, ki predstavljajo šest destinacij/občin regije Posavje: Visit Brežice, Visit Krško, Visit Sevnica, KTRC Radeče, Visit Kostanjevica ter Visit Podčetrtek. Rezultati analize podstrani omenjenih spletnih mest kažejo, da na straneh prevladuje nezadostna senzorna komunikacija, saj le strani I feel Slovenia, Visit Krško in KTRC Radeče zadostno prikazujejo senzorne vsebine. Strani večinsko najučinkoviteje vzbujajo okus, ki mu sledita dotik in vid, medtem ko sluh vzbujata dve strani, vonj pa le ena stran. Spletnim stranem smo predlagali večje naslavljanje sluha in vonja, predvsem pa uporabo senzornih besedil na straneh, ki bi lahko vzbujala čutila. Because experiences are gaining ever more importance in the field of tourism, many views are being developed on how to design them so that they are of high quality. Experiences are not only being developed in the real world but due to technological development increasingly in online environments. The concept of sensory marketing can help here, which advises stimulating users' five senses through advertising. This approach was used in this Master's thesis where we analyzed subpages with wine experiences using the Online Sensory Marketing Index (OSMI) method, which is designed for sensory website analysis. We began with the main website of Slovenian tourism I feel Slovenia. Then we focused on the Posavje region and analysed the main website of tourism in Posavje Posavje – Polno Priložnosti. Continuing, we analysed six websites which represent six destinations/municipalities of the Posavje region – Visit Brežice, Visit Krško, Visit Sevnica, KTRC Radeče, Visit Kostanjevica and Visit Podčetrtek. The results of the analysis of the mentioned websites subpages show that insufficient sensory communication prevails on the pages, as only pages I feel Slovenia, Visit Krško and KTRC Radeče sufficiently display sensory content. Taste is most effectively evoked, followed by touch and sight, while hearing is evoked by two sites and smell by only one site. We advised the web pages increased addressing of hearing and smell, and specially the usage of sensory texts that could evoke the senses. senzorni marketing turistične spletne strani senzorne spletne strani spletne izkušnje. sensory marketing tourism websites sensory websites online experiences. true true false [A. Weber] Slovenski jezik Angleški jezik Magistrsko delo/naloga 2025-09-30 12:45:12 2025-10-28 15:03:14 2025-10-29 03:22:32 0000-00-00 00:00:00 2025 0 Brežice 0 Brežice 111 str. 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 338.48:004.774:159.9(043.2) 255114755 MAG_Weber_Alen_2025.pdf MAG_Weber_Alen_2025.pdf 1 06709C06F2AA94031CADDAFC00A49715 2f0930a7b588e3a193967c88a68cd47265626160352b6cc8fae406c1892c6c4a cec06d79-9dec-11f0-99e2-00155d000105 https://dk.um.si/Dokument.php?lang=slv&id=199402 Fakulteta za turizem 0 0 0