Izrada marketinške strategije za OPG "Dalmatius"

master's thesis

• Title (english): Creation of marketing strategy for OPG "Dalmatius"
• Author: Matea Tuđa
• Mentor: Željka Mesić (mentor)
• Committee member: Željka Mesić (predsjednik povjerenstva)
• Committee member: Marija Cerjak (član povjerenstva)
• Committee member: Lari Hadelan (član povjerenstva)
• Granter: University of Zagreb; Faculty of Agriculture; (Department of Marketing in Agriculture); Zagreb
• Defense date and country: 2022-09-27, Croatia
• Scientific / art field, discipline and subdiscipline: BIOTECHNICAL SCIENCES; Agronomy

Abstract

Ruralni je turizam oblik selektivnog turizma koji je odgovor na masovni turizam te on traži zadovoljavanje želja pojedinaca. Masovni turizam došao je do točke zasićenja, kako kod turističke potražnje tako i kod ponude. Turističko tržište stoga traga za novim oblicima provođenja slobodnog vremena, a suvremeni turisti su vođeni željom za upoznavanjem domicilnih sredina, te traganjem za autohtonim vrijednostima i načinom života. Ovaj rad prati ideju samoopskrbnog poljoprivrednog gospodarstva Matea Tuđa pod budućim nazivom „Dalmatius“. Cilj rada je analizirati stanje ruralnog turizma u okruženju sela Prović koji se nalazi u blizini Grada Benkovca u Zadarskoj županiji. Također, jedan od specifičnih ciljeva je i izraditi marketinšku strategiju OPG-a „Dalmatius“. U radu je opisana ponuda ruralnog turizma grada Benkovca i okolice, objašnjena je zakonska regulativa i mogućnosti financiranja OPG-a „Dalmatius“. Pomoću intervjua i SWOT analize osmišljen je marketinški cilj, marketinški splet, pozicioniranje i provedba. Rezultati istraživanja su pokazali da je u gradu Benkovcu i okolnim selima prisutan veliki potencijal u vidu ruralnog turizma ali je potrebno još dosta napora kako bi on dodatno zaživio jer je u sjeni priobalja.

Abstract (english)

Rural tourism is a form of selective tourism that is a response to mass tourism and seeks to satisfy the wishes of individuals. Mass tourism has reached the point of saturation, both in terms of tourist demand and supply. The tourist market is therefore looking for new ways of spending free time, and modern tourists are driven by the desire to get to know their domiciles, and the search for autochthonous values and ways of life.
This paper follows the idea of Matea Tuđa self-sufficient agricultural farm under the future name "Dalmatius". The aim of the paper is to analyze the state of rural tourism in the surroundings of the village of Prović, which is located near the town of Benkovac in Zadar County. Also, one of the specific goals is to create a marketing strategy for OPG "Dalmatius".
The paper describes the offer of rural tourism in the town of Benkovac and its surroundings, explains the legal regulations and financing options of OPG "Dalmatius". With the help of interviews and SWOT analysis, the marketing goal, mix, positioning and implementation were designed. The results of the research showed that there is great potential in the form of rural tourism in the town of Benkovac and the surrounding villages, but a lot of effort is still needed to make it come to life because it is in the shadow of the coast.

• Keywords: ruralni turizam; OPG „Dalmatius“; marketinška strategija
• Keywords (english): rural tourism; OPG "Dalmatius"; marketing strategy
• Language: croatian
• URN:NBN: urn:nbn:hr:204:473617
• 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: 2022-10-03 08:20:50