Trženjske priložnosti Slivniškega Pohorja za razvoj turizma

Pešut, Irina

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Title:	Trženjske priložnosti Slivniškega Pohorja za razvoj turizma
Authors:	ID Pešut, Irina (Author) ID Mumel, Damijan (Mentor) More about this mentor...
Files:	MAG_Pesut_Irina_2026.pdf (2,46 MB) MD5: 0437E9923EC00DE9E13F64C02502DA97
Language:	Slovenian
Work type:	Master's thesis/paper
Typology:	2.09 - Master's Thesis
Organization:	EPF - Faculty of Business and Economics
Abstract:	Magistrsko delo obravnava trženjske priložnosti Slivniškega Pohorja za razvoj turizma in izhaja iz dejstva, da gre za območje z izrazitimi naravnimi in kulturnimi danostmi, ki v turističnem prostoru še ni uveljavljeno kot samostojna in prepoznavna destinacija. Slivniško Pohorje je v praksi pogosto zaznano kot dopolnilni ali tranzitni del širšega pohorskega območja, kar omejuje njegovo tržno prepoznavnost in izkoriščenost turističnih potencialov. V magistrskem delu je predstavljena celovita analiza obstoječega stanja turizma, pri čemer so v ospredju naravna krajina, aktivni turizem, sezonskost in vloga lokalnih deležnikov. Poseben poudarek je namenjen kolesarjenju in pohodništvu kot osrednjima oblikama obiska, ki že privabljata obiskovalce, vendar še nista ustrezno nadgrajeni s spremljajočo ponudbo in enotnim trženjskim nastopom. Ugotovitve kažejo, da območje razpolaga z velikim razvojnim potencialom, vendar se hkrati sooča z omejitvami, kot so pomanjkanje celostne turistične infrastrukture, razdrobljenost ponudnikov in ne izoblikovana destinacijska identiteta. Primerjalna analiza izbranih obrobnih območij v sosednjih državah je pokazala, da so za uspešen razvoj manjših destinacij ključni dorečena identiteta, povezovanje lokalnih akterjev ter usmeritev v trajnostne in ne množične oblike turizma. Na teh osnovi magistrsko delo izpostavlja razvojne in trženjske usmeritve, ki temeljijo na avtentičnosti prostora, varovanju narave in kulturne krajine ter postopnem razvoju kakovostnih turističnih proizvodov. Sklepne ugotovitve potrjujejo, da ima Slivniško Pohorje realne možnosti za razvoj prepoznavne butične destinacije trajnostnega turizma, vendar bo uresničitev tega potenciala odvisna predvsem od usklajenega delovanja lokalnih deležnikov, premišljenega upravljanja prostora in dolgoročne razvojne vizije.
Keywords:	Slivniško Pohorje, trajnostni turizem, trženje turistične destinacije, aktivni turizem, kolesarski turizem, destinacijska identiteta
Place of publishing:	Maribor
Publisher:	I. Pešut]
Year of publishing:	2026
PID:	20.500.12556/DKUM-98010
UDC:	339.138:338.48
COBISS.SI-ID:	282120707
Publication date in DKUM:	18.06.2026
Views:	184
Downloads:	34
Metadata:
Categories:	EPF
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Licences

License:	CC BY-NC-ND 4.0, Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International

Link:	http://creativecommons.org/licenses/by-nc-nd/4.0/
Description:	The most restrictive Creative Commons license. This only allows people to download and share the work for no commercial gain and for no other purposes.
Licensing start date:	07.05.2026

Secondary language

Language:	English
Title:	Marketing opportunities of slivniško pohorje for tourism development
Abstract:	This master’s thesis examines the marketing opportunities of the Slivniško Pohorje area for tourism development, starting from the observation that the area possesses significant natural and cultural assets, yet has not been established as an independent and recognizable tourist destination. In practice, Slivniško Pohorje is often perceived as a complementary or transit area within the wider Pohorje region, which limits its market visibility and the utilization of its tourism potential. The thesis presents a comprehensive analysis of the current state of tourism, focusing on the natural landscape, active tourism, seasonality, and the role of local stakeholders. Particular attention is given to cycling and hiking as key forms of visitation that already attract visitors but are not sufficiently supported by accompanying services or a coherent marketing approach. The findings indicate that while the area has considerable development potential, it simultaneously faces limitations such as a lack of integrated tourism infrastructure, fragmented supply, and an underdeveloped destination identity. A comparative analysis of selected peripheral regions in neighboring countries demonstrates that successful development of small destinations depends primarily on a clear identity, strong cooperation among local actors, and a focus on sustainable, non-mass tourism. Based on these insights, the thesis highlights development and marketing orientations grounded in the authenticity of the area, the preservation of natural and cultural landscapes, and the gradual development of high-quality tourism products. The concluding findings confirm that Slivniško Pohorje has realistic opportunities to develop into a recognizable boutique destination of sustainable tourism; however, the realization of this potential will largely depend on coordinated stakeholder cooperation, thoughtful spatial management, and a long-term development vision.
Keywords:	Slivniško Pohorje, sustainable tourism, destination marketing, active tourism, cycling tourism, destination identity

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