| Naslov: | A comparative study of 5 slovenian and 5 bordeaux wineries |
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| Avtorji: | ID Kostanjšek, Katrin (Avtor)
ID Mumel, Damijan (Mentor) Več o mentorju...  |
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| Datoteke: |  Katrin_Kostanjsek-_Diploma_Thesis.pdf (3,90 MB)
MD5: A3DB9A627D91BCDE280B540E976270B5
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| Jezik: | Angleški jezik |
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| Vrsta gradiva: | Diplomsko delo/naloga |
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| Tipologija: | 2.11 - Diplomsko delo |
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| Organizacija: | EPF - Ekonomsko-poslovna fakulteta
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| Opis: | This thesis examines the role of digital marketing in the wine sector, with a specific focus on Slovenia and a comparison to the Bordeaux region. The theoretical part presents the historical heritage and diversity of Slovenia’s wine regions, Primorska, Podravje, and Posavje, and their position in the global wine landscape. It also explores current industry trends, including e-commerce, social media, and wine tourism, as well as their impact on competitiveness and visibility.
The empirical part is based on a comparative study of ten wineries, five from Bordeaux and five from Slovenia, analyzing their websites and Instagram presence. The results highlight significant differences: Bordeaux wineries stand out with professional, mobile-friendly websites, integrated e-commerce, developed tourism services, and a luxury image. Slovenian wineries, though smaller in scale, emphasize authenticity, family tradition, sustainability, and genuine consumer engagement, particularly through social media.
The findings confirm that digital visibility, authenticity, and innovative communication strategies play a decisive role in strengthening competitiveness. Slovenia’s opportunity lies in building a strong digital infrastructure while preserving its unique identity, sustainable practices, and authentic storytelling, rather than imitating the Bordeaux luxury model. |
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| Ključne besede: | Digital marketing, wine tourism, Bordeaux, Slovenia, e-commerce, social media. |
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| Kraj izida: | Maribor |
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| Založnik: | K. Kostanjšek] |
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| Leto izida: | 2025 |
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| PID: | 20.500.12556/DKUM-95130 |
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| UDK: | 339.13:004 |
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| COBISS.SI-ID: | 259995907 |
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| Datum objave v DKUM: | 16.12.2025 |
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| Število ogledov: | 143 |
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| Število prenosov: | 22 |
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| Metapodatki: |    |
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| Področja: | EPF
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