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graduate thesis
Segmentiranje generacije Z po motivima i aktivnostima u ruralnom turizmu
2024. urn:nbn:hr:124:880864
Pitarević, Ivona
University of Split
Faculty of economics Split

Cite this document

Pitarević, I. (2024). Segmentiranje generacije Z po motivima i aktivnostima u ruralnom turizmu (Graduate thesis). Split: University of Split, Faculty of economics Split. Retrieved from https://urn.nsk.hr/urn:nbn:hr:124:880864

Pitarević, Ivona. "Segmentiranje generacije Z po motivima i aktivnostima u ruralnom turizmu." Graduate thesis, University of Split, Faculty of economics Split, 2024. https://urn.nsk.hr/urn:nbn:hr:124:880864

Pitarević, Ivona. "Segmentiranje generacije Z po motivima i aktivnostima u ruralnom turizmu." Graduate thesis, University of Split, Faculty of economics Split, 2024. https://urn.nsk.hr/urn:nbn:hr:124:880864

Pitarević, I. (2024). 'Segmentiranje generacije Z po motivima i aktivnostima u ruralnom turizmu', Graduate thesis, University of Split, Faculty of economics Split, accessed 09 January 2025, https://urn.nsk.hr/urn:nbn:hr:124:880864

Pitarević I. Segmentiranje generacije Z po motivima i aktivnostima u ruralnom turizmu [Graduate thesis]. Split: University of Split, Faculty of economics Split; 2024 [cited 2025 January 09] Available at: https://urn.nsk.hr/urn:nbn:hr:124:880864

I. Pitarević, "Segmentiranje generacije Z po motivima i aktivnostima u ruralnom turizmu", Graduate thesis, University of Split, Faculty of economics Split, Split, 2024. Available at: https://urn.nsk.hr/urn:nbn:hr:124:880864

Metadata
TitleSegmentiranje generacije Z po motivima i aktivnostima u ruralnom turizmu
Title (english)Activity and motivation based segmentation of Generation Z rural tourists
AuthorIvona Pitarević
MentorLjudevit Pranić https://orcid.org/*********** (mentor)
Committee memberSnježana Pivac (član povjerenstva)
MBZ: 220796
Committee memberDavorka Brkić-Mikulić (član povjerenstva)
MBZ: 78304
GranterUniversity of Split
Faculty of economics Split
Split
Defense date and country2024-09-23, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Trade and Tourism
Abstract
Ruralni turizam danas je dominantna strategija u razvoju turizma općenito, a istraživanje motiva predstavlja ključni element u identifikaciji tržišnih segmenata. Glavni fokus ovog istraživačkog rada jest analizirati motive putovanja Generacije Z u ruralne destinacije Republike Hrvatska te izraditi njihov profil na temelju motivacije i turističkog ponašanja. U tu svrhu, provedeno je digitalno istraživanje na uzorku od 106 sudionika. Prema rezultatima istraživanja, ključni motivi za posjet ruralnim turističkim destinacijama uključuju dobar osjećaj zbog tjelesnog napora u ruralnom okruženju, mentalno opuštanje, bijeg od svakodnevnice, promjene u odnosu na inače zgusnuti raspored, doživljaj jednostavnog načina življenja, učenje o novim stvarima i obogaćeno znanje o određenom području. Zaključci istraživanja naglašavaju važnost diversifikacije turističke ponude te potrebu za razvojem efikasnih marketinških strategija s ciljem unaprjeđenja ruralnih turističkih destinacija u Hrvatskoj. Ovaj rad doprinosi boljem razumijevanju ruralnog turizma kako u globalnom kontekstu tako i u Hrvatskoj, ističući ključnu ulogu lokalnih i regionalnih zajednica u ponudi autentičnih turističkih doživljaja te važnost prirodnih i kulturnih resursa u privlačenju posjetitelja i odabiru destinacija.
Abstract (english)
Rural tourism today is the dominant strategy in tourism development overall and researching motives represents a crucial element in identifying market segments. The main focus of this research is to analyze the motives of Generation Z travelers visiting rural destinations in the Republic of Croatia and to create their profile based on motivation and tourist behavior. To this end, a digital survey was conducted with a sample of 106 participants. According to the research findings, key motives for visiting rural tourist destinations include enjoying physical exertion in a rural environment, mental relaxation, escape from daily life, experiencing a change from the usual routine, experiencing a simple way of life, opportunities for learning, and enriching knowledge about the area. The conclusions of the study emphasize the importance of diversifying the tourism product and the need for developing effective marketing strategies to enhance rural tourist destinations in Croatia. This paper contributes to a better understanding of rural tourism both globally and in Croatia, highlighting the crucial role of local and regional communities in offering authentic tourist experiences and the significance of natural and cultural resources in attracting visitors and destination selection.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:124:880864
Study programmeTitle: GRADUATE PROFESSIONAL PROGRAMME IN MANAGEMENT; specializations in: Project management, Tax management, Accounting
Course: Project management
Study programme type: professional
Study level: graduate
Academic / professional title: magistar ekonomije (magistar ekonomije)
Type of resourceText
File originBorn digital
Access conditionsAccess restricted to students and staff of home institution
Terms of useLicence In copyright icon
Created on2024-09-23 16:16:54