THE MARKETING OF ECO TOURISTIC FACILITY

V diplomski nalogi smo raziskali poznavanje besede ekoturizem med ljudmi, trg v pogledu ekoloških zahtev in podali nekaj koristnih predlogov za čim boljše poslovanje ekološko turističnega objekta v Podkorenu. Ekoturizem v Sloveniji, posledično pa tudi v Kranjski Gori, še ni razvit, zato menimo, da bo razvoj in trženje novega ekološko turističnega objekta v občini Kranjska Gora pozitiven in dobro sprejet tako na trgu kot tudi med domačini. V prvem delu smo predstavili problem, namen in cilje, predpostavke in omejitve, v drugem smo predstavili različna teoretična izhodišča na temo turizma in ekoturizma, v tretjem delu smo navedli teorijo o trženju in o trženjskem spletu, trženjski splet za ekološko turistični objekt v Podkorenu pa smo predstavili v četrtem delu diplomske naloge. Prednosti, slabosti, priložnosti in nevarnosti smo predstavili v SWOT analizi, z analizo o informiranosti ljudi o pomenu besede ekološko pa smo nadaljevali v šestem delu. S predlogom o ureditvi in s predlogom trženja ekološko turističnega objekta smo navedli nekaj naših zamisli, kako naj ekološko turistični objekt deluje, kako naj bo zgrajen in kako naj bodo zaposleni med seboj povezani za čim boljše delovanje tovrstnega objekta.The purpose of the dissertation was to research the degree to which people are familiar with the word »ecotourism«, the market in view of the ecological requirements, and to give some useful suggestions for an optimal management of the ecotourism facility in Podkoren. Ecotourism in Slovenia, and consequently in Kranjska Gora, is not yet developed, therefore it is believed that the development and marketing of the new ecotourism facility in the municipality of Kranjska Gora will have a positive effect and will be well-accepted on the market as well as among the locals. In the first part of the dissertation, we have presented the problem, the purpose and the goals, the suppositions and the limitations, whereas in the second part, we have presented various theoretical starting points on the subject of tourism and ecotourism. In the third part of the dissertation, we have developed a theory of marketing and of marketing mix, whereas in the fourth part, we have presented a marketing mix for ecotourism facility in Podkoren. The advantages, the disadvantages, the opportunities and the dangers were presented in a SWOT analysis. In the sixth part of the dissertation, we have continued with an analysis on the informedness of people about the meaning of the word »ecological«. With a suggestion about the arrangements and the marketing of an ecotourism facility, we have specified a few of our ideas on how an ecotourism facility should operate, on how it should be constructed and on how the staff should be connected for an optimal productivity of such a facility