PROPOSAL FOR A NEW MARKETING CONCEPT, BASED ON NETWORKING, FOR SELECTED SLOVENE DESTINATION

V diplomskem seminarju z naslovom »Predlog novega koncepta trženja, temelječega na mreženju, za izbrano slovensko destinacijo« smo raziskovali možnosti, kako privabiti do vseh turistični ponudnikov v destinaciji Obsotelje in Kozjansko več gostov s pomočjo mreženja. V uvodnem poglavju smo najprej opredelili problem in področje raziskovanja ter namen, cilje in osnovne trditve raziskave. V nadaljevanju smo navedli predpostavke, omejitve in metode raziskave, ki smo jih uporabljali pri raziskovanju problema. V drugem poglavju smo se seznanili s temeljnim konceptom turistične destinacije s poudarkom na mreženju turističnih nosilcev za potrebe trženja. Ugotovili smo, na kaj moramo biti pozorni pri oblikovanju trženjskega spleta destinacije in kaj vse sooblikuje celokupno turistično storitev. Tretje poglavje je namenjeno opisu danosti destinacije Obsotelje in Kozjansko, kjer smo najprej identificirali in analizirali ključne turistične ponudnike v občinah Rogatec, Rogaška Slatina in Podčetrtek. S pomočjo intervjuja smo ugotovili, kakšno je trenutno stanje sodelovanja med turističnimi ponudniki in njihovo pripravljenost za partnerstvo. Z analizo ankete, ki smo jo opravili med tujimi hotelskimi gosti, nastanjenimi v Rogaški Slatini in Podčetrtku, pa smo dobili smernice za predloge k izboljšavi trenutne turistične ponudbe destinacije. V četrtem poglavju smo predstavili gostinsko podjetje Marka, d. o. o., ki bi lahko s svojim intenzivnejšim sodelovanjem s turističnimi ponudniki destinacije v večji meri prispevalo k raznovrstnosti regijske turistične podobe. V zadnjem, petem in sklepnem poglavju smo povzeli ključne ugotovitve in zaključili s predlogi izboljšav na področju mreženja lokalnih turističnih ponudnikov.In the undergraduate thesis entitled "Proposal for a new marketing concept based on networking, for a selected Slovene destination" we explore possible ways of attracting more guests to all tourism providers in the destination Obsotelje in Kozjansko through networking. In the introductory chapter, the problem and research topic, goals, objectives and main statements are identified. In addition the assumptions, limitations and methods of research that have been used are listed. In the second chapter we learn about the basic concept of a tourism destination with emphasis on networking between tourism providers for marketing purposes. We have pointed out on what we have to pay attention when designing the marketing mix for destinations and what the integrated tourism product consists of. The third section is dedicated to the destination Obsotelje and Kozjansko, where we have first identified and analyzed the key tourism operators in the municipalities Rogatec, Rogaška Slatina and Podčetrtek. Through interviews, the current status of cooperation among tourism providers and their willingness for networking was identified. By analyzing the survey, conducted among the foreign guests staying at the hotels in Rogaška Slatina and Podčetrtek, the guidance for proposals how to improve the current tourist offer of destinations were set. In the fourth chapter we presented the hospitality company Marka Ltd., which could, through intense collaboration with other tourism providers, contribute more to the diversification of the regional tourism image and to a deeper experience of the region by visiting guests. Finally we have summarized the key findings and concluded with suggestions for networking between local tourism providers