ANALYSIS OF MARKETING ACTIVITIES OF TOURIST FARMS IN LAŠKO

V diplomski nalogi sem najprej predstavila splošne značilnosti turizma na kmetiji, razložila pojma turizem na podeželju in dopolnilne dejavnosti na kmetiji. Teoretični del obravnava marketinški splet in instrumenti marketinško komunikacijskega spleta. Na razvoj turizma na kmetiji vplivajo različni dejavniki, zato sem predstavila značilnosti občine Laško in njene vire. S SWOT analizo sem analizirala prednosti, slabosti, priložnosti in nevarnosti turističnega območja Laško. V empiričnem delu sem uporabila metodo strukturiranega intervjuja in analizo. Ugotovila sem, da se morajo kmetije med sabo bolj povezati in da je uspeh odvisen od kakovosti ponudbe in dodatne specializacije.In the first part I have presented the general features of rural tourism, explained the concept of tourism in the countryside and supplementary activities on a farm. With the help of literature I have focused on the ‘’marketing mix’’ which is an important field of knowledge when it comes to market competitiveness and recognition. I have come to a conclusion using an interview that farmers have to work on their cooperation and that the success of rural tourism depends on the quality of the supply, additional specialization and the combination of various activities. I have also made a SWOT analysis of the tourist area in Laško, which is a useful tool for the determination of advantages, drawbacks, opportunities and dangers. In the conclusion I have found out that rural tourism in the municipality of Laško is developed fairly well and that some farmers have visions for the development of their tourist activities