Diversification of products and services of family farms through tourism and interesting association in agriculture

Obiteljska poljoprivredna gospodarstva u Republici Hrvatskoj zauzimaju važnu ulogu kao mali poduzetnici koji svojim radom i naporima doprinose razvoju ruralnih sredina, no problemi današnjice stavljaju ih u izrazito nezahvalan položaj. Prvenstveno se ti problemi odnose na nastup i proboj na tržištu. U ovome radu ističu se potencijali klasterizacije kao instrument ujedinjenja malih gospodarstava na jednom mjestu, kao jedinstvena organizacija koja sinergijskim pristupom djeluje i većom tržišnom moći. Prikazan je primjer dobre prakse mlade klasterske incijative tvrtke Agro-klaster d.o.o. koja za primarni cilj ima osnaživanja malih gospodarstava svoje regije (Vukovarsko-srijemske županije) pružajući im potporu u vidu znanja, vještina, marketinga, prodaje te mnogih drugih segmenata s kojima se gospodarstva samostalno inače puno teže nose. Osim navedenoga, klaster pruža i druge mogućnosti, ne samo lakšu prodaju primarnih poljoprivredno-prehrambenih proizvoda već i njihovu diversifikaciju, a samim time i stvaranje dodatne vrijednosti. Istraživanje koje je provedeno anketnim upitnikom za potrebe ovog diplomskog rada temeljilo se na stavovima i mišljenjima članova spomenute tvrtke (obiteljskim poljoprivrednim gospodarstvima) i njihovim interesom za diversifikaciju postojećih proizvoda i usluga kroz turizam kao dopunsku djelatnost (agroturizam). Ispitala se zainteresiranost, ali i 'predznanje' čime je ovo istraživanje dobilo i edukativni karakter. Štoviše, kreiran je svojevrstan 'model' na koji se način može ukomponirati klasterizacija i interakcija s turizmom te koji su rezultati istoga. Proučeni su raznovrsni sekundarni izvori te literature domaćih i inozemnih autra koji se bave ovakvim temama, no empirija je na ovakvoj tematici vrlo oskudna što je u konačnici primarni motiv izrade ovog diplomskog rada.Family farms in the Republic of Croatia play an important role as small entrepreneurs contribute to the development of rural areas with their work and efforts, but today's problems put them in a very ungrateful position. Primarily, these problems are related to the appearance and performance on the market. This paper emphasizes the potential of clustering as an instrument of unification of small family farms in one place, as a unique organization that operates with a synergistic approach and greater market power. As an example of good practice of the young cluster initiative this thesis presenting company Agro-klaster d.o.o. which has the primary goal of strengthening small family farms in its region (Vukovar-Srijem County) by providing them with support in the form of knowledge, skills, marketing, sales and many other segments which small economies are much harder to deal with on their own. In addition to the above, the cluster provides other opportunities, not only easier sale of primary agri-food products but also their diversification which result is 'value add' product/service. The research conducted by the questionnaire for the purposes of this thesis was based on the attitudes and opinions of members of Agro-klaster d.o.o. (family farms) and their interest in diversifying existing products and services through tourism as a supplementary activity (agritourism). 'Prior knowledge' has been examined as well, which gave this research an educational character. Moreover, a kind of 'model' has been created in which clustering and interaction with tourism can be incorporated and what are the results of it. Various secondary sources and literature of domestic and foreign authors dealing with such topics have been studied, but empirical information on this topic is very poor, which is ultimately the primary motive for the preparation of this graduate thesis