20.500.12556/DKUM-96037 Analiza promocije Spodnje Savinjske doline za segment mladine Analysis of the Lower Savinja Valley promotion for the segment of the youth V sodobnem turizmu se organizacije pogosto soočajo z izzivom, kako svojo ponudbo učinkovito približati gostom, še posebej, kadar gre za specifično ciljno skupino. V diplomskem delu smo obravnavali problematiko nagovarjanja mladih v okviru turistične promocije Spodnje Savinjske doline. V uvodnem delu smo predstavili osnove marketinga turističnih destinacij s poudarkom na pritegovanju turistov, motivaciji za potovanja ter procesu odločanja. Poseben poudarek je namenjen mladinskemu turizmu, kjer smo preučili motive mladih za potovanja preko strategij potega in potiska ter aktualne trende in ideje za trženje destinacij mladim. V drugem, empiričnem delu, smo analizirali obstoječo turistično ponudbo vseh šestih občin v Spodnji Savinjski dolini (Braslovče, Polzela, Prebold, Tabor, Vransko in Žalec). S pomočjo anketiranja mladih izven regije Spodnje Savinjske doline smo ugotovili, kako mladi dojemajo ponudbo regije, oziroma ali jo sploh zaznajo. S pomočjo intervjujev, ki smo jih opravili z zaposlenimi v TIC Braslovče, ZKŠT Žalec, TIC Polzela in LAS SSD, smo ugotovili, kaj jim regija dejansko nudi. Na podlagi rezultatov smo oblikovali konkretne marketinške predloge za izboljšanje prepoznavnosti regije med mladimi turisti. V zaključnem delu smo zasnovali predlog za tematsko pot »Od gradu do fontane«, ki povezuje ključne točke v regiji in nagovarja ciljno skupino mladih z vsebinsko privlačno, aktivno in izkustveno obarvano ponudbo. In modern tourism, organisations often face the challenge of how to effectively promote their offerings to guests, especially when it comes to specific target groups. In this thesis, we addressed the issue of appealing to young people in the context of tourism promotion in the Lower Savinja Valley. In the Introduction, we presented the basics of tourism destination marketing, with an emphasis on attracting tourists, travel motivation, and the decision-making process. Special emphasis is placed on youth tourism, where we examined the motives of young people for traveling through pull and push strategies and current trends and ideas for marketing destinations to young people. In the empirical part, we analysed the existing tourism offer of all six municipalities in the Lower Savinja Valley (Braslovče, Polzela, Prebold, Tabor, Vransko, and Žalec). By surveying young people outside the Lower Savinja Valley region, we determined how young people perceive the region's offer and whether it is noticed at all. Through interviews with employees at the TICs Braslovče, ZKŠT Žalec, TIC Polzela, and LAS SSD, we determined what the region offers them. Based on the results, we developed specific marketing proposals to improve the region's visibility among young tourists. In the final part, we designed a proposal for a themed route called "From the Castle to the Fountain" which connects key points in the region and appeals to the target group of young people with an attractive, active, and experiential offer. marketing mladina ponudba Spodnja Savinjska dolina turizem marketing youth offer Lower Savinja Valley tourism true true false T. Stiplovšek] Slovenski jezik Angleški jezik Diplomsko delo/naloga 2025-11-25 11:33:43 2025-12-18 14:56:46 2025-12-19 03:18:33 0000-00-00 00:00:00 2025 0 Maribor 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 338.48:339.13 262155267 VS_Stiplovsek_Tjasa_2025.pdf VS_Stiplovsek_Tjasa_2025.pdf 1 DE21466A294FBFCFC8C3D669DB8848CF ced4d5445a945fb70044d01a55097ad1b06b703a124409c4d6045833a925dfff 9ca1c996-d9e0-11f0-86f1-00155d580e02 https://dk.um.si/Dokument.php?lang=slv&id=201453 Ekonomsko-poslovna fakulteta 0 0 0