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undergraduate thesis
EKOLOŠKI PRISTUP MARKETINGU ZA DESTINACIJE RH PO UZORU NA ČLANICE EU
završni rad
2020. urn:nbn:hr:124:166649
Teklić, Šime
University of Split
Faculty of economics Split

Cite this document

Teklić, Š. (2020). EKOLOŠKI PRISTUP MARKETINGU ZA DESTINACIJE RH PO UZORU NA ČLANICE EU : završni rad (Undergraduate thesis). Split: University of Split, Faculty of economics Split. Retrieved from https://urn.nsk.hr/urn:nbn:hr:124:166649

Teklić, Šime. "EKOLOŠKI PRISTUP MARKETINGU ZA DESTINACIJE RH PO UZORU NA ČLANICE EU : završni rad." Undergraduate thesis, University of Split, Faculty of economics Split, 2020. https://urn.nsk.hr/urn:nbn:hr:124:166649

Teklić, Šime. "EKOLOŠKI PRISTUP MARKETINGU ZA DESTINACIJE RH PO UZORU NA ČLANICE EU : završni rad." Undergraduate thesis, University of Split, Faculty of economics Split, 2020. https://urn.nsk.hr/urn:nbn:hr:124:166649

Teklić, Š. (2020). 'EKOLOŠKI PRISTUP MARKETINGU ZA DESTINACIJE RH PO UZORU NA ČLANICE EU : završni rad', Undergraduate thesis, University of Split, Faculty of economics Split, accessed 30 November 2024, https://urn.nsk.hr/urn:nbn:hr:124:166649

Teklić Š. EKOLOŠKI PRISTUP MARKETINGU ZA DESTINACIJE RH PO UZORU NA ČLANICE EU : završni rad [Undergraduate thesis]. Split: University of Split, Faculty of economics Split; 2020 [cited 2024 November 30] Available at: https://urn.nsk.hr/urn:nbn:hr:124:166649

Š. Teklić, "EKOLOŠKI PRISTUP MARKETINGU ZA DESTINACIJE RH PO UZORU NA ČLANICE EU : završni rad", Undergraduate thesis, University of Split, Faculty of economics Split, Split, 2020. Available at: https://urn.nsk.hr/urn:nbn:hr:124:166649

Metadata
TitleEKOLOŠKI PRISTUP MARKETINGU ZA DESTINACIJE RH PO UZORU NA ČLANICE EU : završni rad
AuthorŠime Teklić
MentorLjudevit Pranić (mentor)
GranterUniversity of Split
Faculty of economics Split
Split
Defense date and country2020-03, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Abstract
Rastu značaja ekološkog pristupa marketingu ili tzv. „zelenog“ marketinga možemo prepisati nekoliko ključnih faktora od koji se ističu vrlo dva bitna, a to su porast zelene turističke potražnje na globalnoj razini te potreba za održivim razvojem. Uz to, povezivanje ove vrste marketinga u destinacijsko upravljanje odgovara zahtjevima i ciljevima koje je postavila Europska Unija te kao takvi obvezuju hrvatske destinacije da svoj marketing okrenu ekološkom pristupu. Neke od najpoznatijih zemalja koje su pioniri ovakve vrste marketinga te primjeri dobre prakse su Austrija, Slovenija i Nizozemska koje svojim marketinškim strategijama pozicioniraju svoje destinacije na rastućem zelenom tržištu te ih promoviraju kao ekološke oaze. Zeleni marketing u Hrvatskoj još je u početnoj razvojnoj fazi te se razlikuje od destinacije do destinacije. Na nacionalnoj razini temelje za ovakvu vrstu marketinga postavlja dokument pod nazivom „Akcijski plan razvoja zelenog turizma“ pisan od strane Ministarstva turizma Republike Hrvatske. Nastavno tome, rad se bavi predstavljanjem primjera dobre prakse spomenutih zemalja članica u ovoj sferi marketinga te mogućnostima primjene u hrvatskim destinacijama.
Abstract (english)
The importance of an ecological approach to marketing or the so-called "Green" marketing can be attributed to several key factors, of which two very important stand out, namely the growth of green tourism demand globally and the need for sustainable development. In addition, the integration of this type of marketing into destination management corresponds to the requirements and goals set by the European Union and as such obliges Croatian destinations to turn their marketing to an ecological approach. Some of the most famous countries that are pioneers of this type of marketing and examples of good practice are Austria, Slovenia and the Netherlands, which with their marketing strategies position their destinations on the growing green market and promote them as ecological oases. Green marketing in Croatia is still in the initial development phase and varies from destination to destination. At the national level, the foundations for this type of marketing are laid by a document entitled "Green Tourism Development Action Plan" written by the Ministry of Tourism of the Republic of Croatia. Furthermore, the paper deals with the presentation of examples of good practice of the mentioned member states in this field of marketing and the possibilities of application in Croatian destinations
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:124:166649
Study programmeTitle: Tourism
Study programme type: university
Study level: undergraduate
Academic / professional title: sveučilišni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) ekonomije (sveučilišni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) ekonomije)
Type of resourceText
File originBorn digital
Access conditionsAccess restricted to students and staff of home institution
Terms of useLicence In copyright icon
Created on2020-09-02 07:37:48