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master's thesis
Važnost zelenog marketinga u izboru turističke destinacije
2024. urn:nbn:hr:191:872350
Dabo, Monika
University of Rijeka
Faculty of Tourism and Hospitality Management

Cite this document

Dabo, M. (2024). Važnost zelenog marketinga u izboru turističke destinacije (Master's thesis). Opatija: University of Rijeka, Faculty of Tourism and Hospitality Management. Retrieved from https://urn.nsk.hr/urn:nbn:hr:191:872350

Dabo, Monika. "Važnost zelenog marketinga u izboru turističke destinacije." Master's thesis, University of Rijeka, Faculty of Tourism and Hospitality Management, 2024. https://urn.nsk.hr/urn:nbn:hr:191:872350

Dabo, Monika. "Važnost zelenog marketinga u izboru turističke destinacije." Master's thesis, University of Rijeka, Faculty of Tourism and Hospitality Management, 2024. https://urn.nsk.hr/urn:nbn:hr:191:872350

Dabo, M. (2024). 'Važnost zelenog marketinga u izboru turističke destinacije', Master's thesis, University of Rijeka, Faculty of Tourism and Hospitality Management, accessed 26 December 2024, https://urn.nsk.hr/urn:nbn:hr:191:872350

Dabo M. Važnost zelenog marketinga u izboru turističke destinacije [Master's thesis]. Opatija: University of Rijeka, Faculty of Tourism and Hospitality Management; 2024 [cited 2024 December 26] Available at: https://urn.nsk.hr/urn:nbn:hr:191:872350

M. Dabo, "Važnost zelenog marketinga u izboru turističke destinacije", Master's thesis, University of Rijeka, Faculty of Tourism and Hospitality Management, Opatija, 2024. Available at: https://urn.nsk.hr/urn:nbn:hr:191:872350

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Metadata
TitleVažnost zelenog marketinga u izboru turističke destinacije
Title (english)The importance of green marketing for the tourist destination choice
AuthorMonika Dabo
MentorLorena Bašan (mentor)
GranterUniversity of Rijeka
Faculty of Tourism and Hospitality Management
Opatija
Defense date and country2024-07-22, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Ogroman rast turističke industrije doveo je do mnogobrojnih štetnih učinaka za prirodu. Iako turizam nosi sa sobom brojne pozitivne strane, bitno je obratiti pozornost i osvijestiti onu negativnu, a to je prekomjerno zagađenje okoliša. Uloga poznavanja i uključivanja zelenog marketinga u modernom društvu od velikog je značaja te se napori usmjeravaju u provođenje istog. Zeleni marketing tako predstavlja napore koji nastoje zadovoljiti potrebe potrošača koji su ekološki osviješteni ali se radi i na povećanju svijesti potrošača globalno kako bi buduće generacije bolje živjele. Tako se s vremenom razvio novi segment turista a kojemu je važna održivost turističke destinacije i njezini zeleni proizvodi i usluge koje nudi. Potrebno je započeti od samog proizvoda zelene destinacije koji nastoji biti što održiviji u svojem procesu nastajanja. To podrazumijeva „zeleno djelovanje“ već od samih resursa, dobavljača pa sve do kupnje krajnjeg potrošača. Oglašavanje i prisjećanje turista na održive segmente npr. zelenim brendiranjem, i certifikatima u turističkim destinacijama mogu imati veliku ulogu u namjeri izbora turističke destinacije sa strane turista.
Abstract (english)
The enormous growth of the tourism industry has led to numerous harmful effects on the nature. Although tourism brings numerous positive sides, it is essential to pay attention and be aware of the negative side, which is excessive environmental pollution. The role of knowledge and inclusion of green marketing in the modern age is of great importance, and we work on its implementation every day. Green marketing thus represents efforts that aim to meet the needs of environmentally aware consumers. Still, work is also being done to increase consumer awareness globally so that future generations can live better. Thus, a new segment of tourists has developed over time, and the sustainability of the tourist destination and its green products and services is essential. It is necessary to start with the green destination product, which strives to be as sustainable as possible in its creation process. This implies green steps from the resources themselves and suppliers to the purchase of the final consumer. Advertising and reminding tourists of sustainable segments, for example, through green branding and certificates in tourist destinations, can play a big role in the intention to choose a tourist destination from tourists.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:191:872350
Study programmeTitle: Hospitality Management
Study programme type: university
Study level: graduate
Academic / professional title: magistar/magistra ekonomije (magistar/magistra ekonomije)
Type of resourceText
File originBorn digital
Access conditionsOpen access
Terms of useLicence Attribution 4.0 International (CC BY 4.0) icon
Created on2024-07-10 12:46:42