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Zgodba kot trženjsko orodje v turizmu [Elektronski vir]Krašna, Tadeja, 1966- ; Loborec, VesnaV iskanju konkurenčne prednosti postajajo zgodbe pomembno trženjsko orodje, saj z dobro zgodbo lahko na edinstven način predstavimo in promoviramo turistično destinacijo. Ponudniki, ki uspejo ... ustvariti in komunicirati dobro zgodbo, imajo večjo možnost, da jih turisti izberejo. Za sodobnega turista je namreč značilno, da ne išče zgolj proizvodov in storitev, temveč zgodbe in izjemna doživetja, ki jih lahko soustvarja, si jih zapomni in o njih pripoveduje. Porabniki uporabljajo izjemna doživetja zato, da dajo svojim zgodbam o sebi moč in logično povezavo. Turist je porabnik, porabo pa lahko razumemo tudi kot stalni tok fantazij, občutkov in zabave, zato je razumevanjehedonistične in izkustvene porabe ključno pri ustvarjanju izjemnegadoživetja osnovanega na dobri zgodbi. Pri dostavi izjemnega doživetjaso najbolj pomembna čustva. Za zaželen čustveni odziv mora biti zaznana avtentičnost ponudnika. Turistične destinacije so v osnovi sredstva zauprizarjanje avtentičnosti, ki je v turistovem vsakodnevnem življenju ni mogoče najti.Source: Management, izobraževanje in turizem [Elektronski vir] : solidarnost za socialni kapital : 3. znanstvena konferenca z mednarodno udeležbo, 20.-21. oktober 2011, Portorož : zbornik referatov = proceedings (Str. 942-949)Type of material - conference contribution ; adult, seriousPublish date - 2011Language - slovenianCOBISS.SI-ID - 512378486
Author
Krašna, Tadeja, 1966- |
Loborec, Vesna
Topics
zgodba |
doživetje |
turistična destinacija |
turistična destinacija |
story |
experience |
tourist destination |
tourist destination
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Database name | Field | Year |
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Links to authors' personal bibliographies | Links to information on researchers in the SICRIS system |
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Krašna, Tadeja, 1966- | 54218 |
Loborec, Vesna | 40790 |
Source: Personal bibliographies
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