Mogućnost proširenja agroturističke ponude obiteljskog poljoprivrenog gospodarstva "Kušaonica Vrh"

master's thesis

• Title (english): Possibilities od expanding the agrotourism offer of the family farm ˝Kušaonica Vrh˝
• Author: Ana Rubinić
• Mentor: Damir Kovačić (mentor)
• Committee member: Damir Kovačić (predsjednik povjerenstva)
• Committee member: Marija Cerjak (član povjerenstva)
• Committee member: Josip Juračak (član povjerenstva)
• Granter: University of Zagreb; Faculty of Agriculture; (Department of Marketing in Agriculture); Zagreb
• Defense date and country: 2019-09-30, Croatia
• Scientific / art field, discipline and subdiscipline: BIOTECHNICAL SCIENCES; Agronomy

Abstract

Ruralni turizam značajan je čimbenik u razvoju ruralnih područja Republike Hrvatske koja ima velikog potencijala za razvoj istog. Obiteljsko poljoprivredno gospodarstvo Kušaonica Vrh planira proširiti vlastitu ponudu lokalnim proizvodima samoborskog kraja. Osnovno istraživačko pitanje ovo rada je kako treba oblikovati elemente marketinškog spleta kod takve vrste ponude. U prvom dijelu rada definirani su pojmovi ruralnog turizma, agroturizma, obiteljskog gospodarstva i marketinga u turizmu. Drugi dio rada temelji se na provedenom istraživanju koje je obuhvaćalo provedbu dubinskih intervjua (N=10) i ankete u kojoj je sudjelovalo 106 posjetitelja agroturističkih gospodarstva. Ispitanici imaju pozitivan stav prema ovakvoj vrsti ponude te lokalni proizvodi i specijaliteti su svakako glavni motiv njihove posjete agroturističkog gospodarstva.

Abstract (english)

Rural tourism is a significant factor in the development of rural areas of the Republic of Croatia, which has great potential for its development. Family Farm Kušaonica Vrh plans to expand its offer to local products of the Samobor region. The basic research question of this paper is how to design elements of the marketing mix for this type of offer. The first part of the paper defines the concepts of rural tourism, agritourism, family business and marketing in tourism. The second part of the paper is based on the conducted research, which included the conduct of in-depth interviews (N = 10) and a survey in which 106 visitors of agricultural holdings participated. Respondents have a positive attitude towards this type of offer and local products and specialties are certainly the main motive for their visit to the agro-tourism economy.

• Keywords: ruralni turizam; agroturizam; lokalni proizvodi
• Keywords (english): rural tourism; agritourism; local products
• Language: croatian
• URN:NBN: urn:nbn:hr:204:222813
• Study programme: Title: Agribusiness and Rural Development; Study programme type: university; Study level: graduate; Academic / professional title: magistar/ magistra inženjer/inženjerka agrobiznisa i ruralnog razvitka (magistar/ magistra inženjer/inženjerka agrobiznisa i ruralnog razvitka)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to students and staff of home institution
• Created on: 2019-11-13 13:32:55