20.500.12556/DKUM-96412 Vključevanje mladih v vinski turizem: priložnost za prihodnost priložnost za prihodnost Involving Youth in Wine Tourism: An Opportunity for the Future diplomsko delo visokošolskega strokovnega študija Diplomsko delo nosi naslov Vključevanje mladih v vinski turizem: priložnost za prihodnost in obravnava vlogo ter možnosti mladih za sodelovanje v vinskem turizmu. Namen raziskave je bil ugotoviti motive in značilnosti mladih kot nove možne ciljne skupine. V teoretičnem delu je predstavljen vinski turizem in segmentacija tega trga z dodatnim poudarkom te vsebine v Sloveniji. Vključeni so trendi vinskega turizma v Sloveniji, ki so nam pomagali pri nadaljnjem raziskovanju. Empirični del temelji na anketnem vprašalniku, kamor smo vključili pridobljeno teoretično znanje in rezultati kažejo, da mladi že imajo izkušnje in si želijo raziskovati to področje. Ugotovitve izpostavljajo, preko katerih medijev naj vinarji skušajo doseči segment mladih, kakšne so njihove potrebe in omejitve ter kaj je tisto, kar jih privablja k sodelovanju. Ugotovljeno je bilo, da mladi predstavljajo pomemben segment in da je veliko možnosti za vključevanje te ciljne skupine v vinski turizem. Mladi predstavljajo ne le širitev tržnega deleža temveč tudi razvoj inovativnih produktov v povezavi s tradicijo. The thesis with the title Involving Youth in Wine Tourism: An Opportunity for the Future explores the role and possibilities of young people for participation in wine tourism. The purpose of the research was to identify the motives and characteristics of young people as a new potential segment. The theoretical part presents the overall meaning of wine tourism and it´s segmentation with an additional emphasis of the topic in Slovenia. It also includes current trends of wine tourism in Slovenia, which served as a foundation for further research. The empirical part is based on a survey questionnaire, where we included the acquired theoretical knowledge and the results show that young people already have and want to have experience in wine tourism. The findings highlight with which media channels should winemakers try to reach the youth segment, what are their needs and limitations, and what attracts them to participate. It was found that young people represent an important segment and that there are many possibilities for involving this target group in wine tourism. Not only do young people represent expansion of market size, but also the development of innovative products in connection with tradition. mladi vinski turizem razvoj Slovenija segmentacija youth wine tourism development Slovenia segmentation true true false [N. Zorko] Slovenski jezik Angleški jezik Diplomsko delo/naloga 2026-01-06 12:28:12 2026-03-27 12:58:48 2026-03-28 03:17:20 0000-00-00 00:00:00 2026 0 Maribor 0 Brežice 84 str. 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 338.48:663:316.346.32(497.4)(043.2) 273368067 VS_Zorko_Nina_2026.pdf VS_Zorko_Nina_2026.pdf 1 9BDCB8EBB546AFE8E657A9C887640697 c4060f902b335953c0e0ea85ec3270c11d010dd028a1b7055eefefd179a84b37 9fa91303-ef9d-11f0-8437-00155d580e02 https://dk.um.si/Dokument.php?lang=slv&id=201902 Fakulteta za turizem 0 0 0