Title Konceptualizacija i afirmacija naturizma kao specijalnog oblika kampinga u Hrvatskoj
Title (english) Conceptualization and Affirmation of Naturism as a Special Form of Camping in Croatia
Author Zorana Miučin
Mentor Jasmina Gržinić (mentor)
Committee member Aljoša Vitasović (predsjednik povjerenstva)
Committee member Jasmina Gržinić (član povjerenstva)
Committee member Slaven Bertoša (član povjerenstva)
Granter University of Pula (Faculty of economics and tourism "Dr. Mijo Mirković") Pula
Defense date and country 2023-07-12, Croatia
Scientific / art field, discipline and subdiscipline SOCIAL SCIENCES Economics Trade and Tourism
Abstract Rad počiva na identificiranju teorijskih doprinosa o naturizmu i kampiranju, povijesnom razvoju u europskim i regionalnim okvirima, a završava prijedlozima promišljajnih pravaca kao preduvjeta ponovne afirmacije i revitalizacije. Nukleus predmeta istraživanja je isticanje neophodnosti specijalizacije i diferencijacije kamping sektora poradi očuvanja konkurentnosti, ali i na zadržavanju lojalnosti posjetitelja destinaciji. Hrvatska je prva zemlja koja je komercijalizirala naturističku kamping ponudu u šezdesetim godinama prošlog stoljeća. U radu se analiziraju parametri ADAC procjene kvalitete za nacionalne kampove (uređenje sanitarnih čvorova, prostor kampa, opskrba gosta, aktivnosti i sadržaji za slobodno vrijeme, mogućnosti kupanja). Zaključuje se da je i dalje potrebno kontinuirano raditi na unaprjeđenju kvalitete kategorija ponude. U drugom dijelu rada Kamp „Valalta“ odabran je u uzorak zbog svojeg povijesnog značaja, selektivnosti i diferenciranosti naturističke ponude i odgovornih inicijativa s ciljem promjene imidža hrvatskog naturizma. Izvršena je analiza obilježja posjetitelja (sociodemografska, ekonomska, geografska, psihografska i bihevioralna) i dan prijedlog razvoja analiziranog kampa kao mikro lokacije. U završnom dijelu rada izvršena je situacijska analiza okruženja, dani prijedlozi razvoja imidža i podizanja razine emocionalnog brendiranja sa svrhom otklona barijera tržišnog razvoja i ukazivanja na perspektive. Doprinos istraživanja je prijedlog modela strateškog djelovanja na relaciji: lokacija (profiliranje aktivnosti atrakcijskog spleta) – akcija (redefiniranje naturističkog marketinškog spleta) – kvaliteta (unapređenje odabranih varijabli).
Abstract (english) This paper is based on identifying theoretical contributions about naturism and camping, historical development in European and regional frameworks, and concludes with proposals for reflection as a prerequisite for re-affirmation and revitalization. The nucleus of the research subject is emphasizing the necessity of specialization and differentiation of the camping sector in order to preserve competitiveness, but also to maintain loyalty of visitors to the destination. Croatia was the first country to commercialize naturist camping in the sixties of the last century. The paper analyzes the ADAC quality assessment parameters for national camps (arrangement of sanitary facilities, camp area, guest supply, leisure activities and facilities, bathing opportunities). It is concluded that it is still necessary to continuously work on improving the quality of the offer categories. In the second part of the paper, Camp "Valalta" was selected as a sample because of its historical significance, selectivity and differentiation of the naturist offer and responsible initiatives aimed at changing the image of croatian naturism. An analysis of visitor characteristics (sociodemographic, economic, geographic, psychographic, behavioral) was performed and a proposal was made for the development of the analyzed camp as a micro location. In the final part of the paper, an environmental situation analysis was carried out, proposals were given in regard with the image development and raising the level of emotional branding with the purpose of removing barriers to market development and pointing out perspectives. The contribution of the research is the proposal of a strategic action model in relation to: location (profiling the activities of the attraction mix) - action (redefining the naturist marketing mix) - quality (improving the selected variables).
Keywords
Naturizam
kamping
povijesni značaj
specijalizacija
revitalizacija
destinacijske koristi
strateški model.
Keywords (english)
Naturism
camping
historical significance
specialization
revitalization
destination benefits
strategic model.
Language croatian
URN:NBN urn:nbn:hr:137:373526
Study programme Title: Business Economics; Financial Management, Marketing Management, Management and Entrepreneurship,Tourism, Business Informatics; specializations in: Financial Management, Marketing Management, Management and Entrepreneurship, Tourism and Development, Business Informatics, Informatics Management Course: Tourism and Development Study programme type: university Study level: graduate Academic / professional title: magistar/magistra poslovne ekonomije (magistar/magistra poslovne ekonomije)
Type of resource Text
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Access conditions Open access
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Created on 2023-07-13 10:14:17