Mladi i ekoturizam: znanje i motivi

master's thesis

• Title (english): Young people and ecotourism: knowledge and motives
• Author: Nikolina Biloš
• Mentor: Marija Cerjak (mentor)
• Committee member: Marija Cerjak (predsjednik povjerenstva)
• Committee member: Željka Mesić (član povjerenstva)
• Committee member: Magdalena Zrakić Sušac (član povjerenstva)
• Granter: University of Zagreb; Faculty of Agriculture; (Marketing and Innovation in Agribusiness); Zagreb
• Defense date and country: 2022-09-27, Croatia
• Scientific / art field, discipline and subdiscipline: BIOTECHNICAL SCIENCES; Agronomy

Abstract

Ekoturizam alternativni je oblik turizma koji postaje sve značajniji na tržištu, ipak istraživanja o ekoturizmu i segmentaciji ekoturista posebno u Hrvatskoj su rijetka. Cilj ovog rada je istražiti potencijalno tržište mladih ekoturista te utvrditi tržišne segmente temeljene na preferencijama turističkih destinacija. Provedena je online anketa na uzorku od 206 mladih turista, nakon čega je primijenjen pristup marketinške segmentacije na uzorak potencijalnih mladih turista. Uzorak je segmentiran pomoću faktorske i klaster analize, te su dobivena četiri klastera. Iako različiti segmenti pridaju različiti intenzitet važnosti mjestima za posjetu i aktivnostima u kojima bi sudjelovali, rezultati pokazuju da bi 80 % anketiranih ispitanika bilo zainteresirano za ekoturističko putovanje u budućnosti.

Abstract (english)

Ecotourism is an alternative form of tourism that is becoming increasingly important, but research on ecotourism and the segmentation of ecotourists, especially in Croatia, is rare. The aim of this paper is to investigate the potential market of young ecotourists based on the preferences of tourist destinations. An online survey was conducted on a sample of 206 young tourists, after which a marketing segmentation approach was applied to a sample of potential young tourists. The sample was segmented using factor and cluster analysis. four clusters were obtained. Although different segments attach different intensity to the importance of places to visit and activities in which they would participate, the results show that the 80 % of the sample would be interested in ecotourism travel in the future.

• Keywords: ekoturizam; segmentacija; mladi
• Keywords (english): ecotourism; segmentation; young
• Language: croatian
• URN:NBN: urn:nbn:hr:204:866708
• Study programme: Title: Organic Agriculture with Agrotourism; Study programme type: university; Study level: graduate; Academic / professional title: magistar / magistra inženjer/inženjerka ekološke poljoprivrede i agroturizma (magistar / magistra inženjer/inženjerka ekološke poljoprivrede i agroturizma)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to students and staff of home institution
• Created on: 2022-10-17 07:01:10