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Zasnova marketinškega načrta za spiritualno turistično nastanitev v slovenskem prostoru : diplomsko deloKern, TinkaraSpiritualnost še danes sodi med izraze brez prave pomenske jasnosti, vendar lahko med literaturo vseeno prepoznamo tri elemente, ki jo najpogosteje opredeljujejo; to so »Bog«, sebstvo in drugi. ... Zanimanje za spiritualnost in storitve znotraj nje je med pandemijo COVID-19 krepko naraslo. To prav tako velja za spiritualni turizem, ki ga nekateri označujejo celo za trend po-COVID-19 družbe. Vendar je pomembno, da se zavedamo tudi njegovih kontroverznih vidikov, med katerimi je ključna komodifikacija spiritualnosti. Na področju spiritualnega turizma zaenkrat primanjkuje marketinških raziskav. Na voljo je zgolj nekaj splošnih vpogledov v lastnosti spiritualnih popotnikov, na podlagi katerih so nastajali prvi nasveti glede marketinškega načrtovanja spiritualnih nastanitev. V želji doprinosa k akademski pokritosti tega področja sem si kot temeljni cilj diplomskega dela zastavila zasnovo marketinškega načrta za spiritualno turistično nastanitev v slovenskem prostoru. Prek vprašalnika sem spiritualne potrošnike v slovenskem prostoru razvrstila v štiri segmente, tri od teh pa določila kot ciljne. Zanje sem kot splošno marketinško strategijo priporočila osredotočeno diferenciacijo, kot cenovno strategijo pobiranje smetane, v sklopu distribucijskih kanalov pa pot ničelne in ene ravni. Pri načrtovanju pozicioniranja, ponudbe in tržne komunikacije sem medtem svetovala, da se nastanitev osredotoči predvsem na pristnost, toplino in skrb za visoko učinkovitost spiritualnih praks.Type of material - undergraduate thesis ; adult, seriousPublication and manufacture - Ljubljana : [T. Kern], 2023Language - slovenianCOBISS.SI-ID - 159078659
Author
Kern, Tinkara
Other authors
Kropivnik, Samo
Topics
Tržno komuniciranje |
Turizem (religija) |
Slovenija |
Univerzitetna in visokošolska dela |
marketinško načrtovanje |
spiritualni turizem |
spiritualna turistična nastanitev |
marketing planning |
spiritual tourism |
spiritual tourist accommodation
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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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Kern, Tinkara | |
Kropivnik, Samo | 11482 |
Source: Personal bibliographies
and: SICRIS
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