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Turistične kmetije v Sloveniji so v zadnjih dveh letih ena med najbolj priljubljenih izbir tako domačih kot tujih turistov. Eden od dejavnikov, ki je temeljno spremenil dojemanje turističnih kmetij, je bila svetovna epidemija, ki je močno povečala povpraševanje in njihov razvoj. V diplomski nalogi sem proučevala trženje lokalno pridelane hrane slovenskih turističnih kmetij oziroma kakšen pomen pripisujejo trendu domače hrane prav slovenske turistične kmetije. Rezultati kažejo, da male turistične kmetije v Sloveniji so precej zanimive in imajo velik potencial rasti tako tudi veliko vplivajo na pridelavo, predelavo in konzumiranje lokalne hrane s strani potrošnikov. Na podlagi analize, sem ugotovila, da v obsegu male in srednje turistične kmetije ne veliko investirajo v njihovo trženjsko strategijo. Ko govorimo o razmerju med podeželskim in gastronomskim turizmom, po izvedenih analiz bi zaključila da je razmerje pozitivno in obstaja velik potencial, da bo Slovenija še dlje in še več postala ena med priljubljenimi državami v Evropi s podeželskimi destinacijami in lokalno kuhinjo, vendar le z dobro uveljavljeno marketinško strategijo, vključno s poglobitvijo v tržne raziskave in raziskave vedenja potrošnikov. In the last two years, tourist farms in Slovenia have been one of the most popular choices for traveling for local and foreign tourists alike. One of the factors that fundamentally changed the perception of tourist farms was the global epidemic, which significantly increased demand and their development. In my diploma thesis, I studied the marketing of locally produced food of Slovenian tourist farms and their importance to the trend of the consumption of local food made by Slovenian tourist farms. The results show that small tourist farms in Slovenia are quite interesting and have great growth potential, and they also have a great impact on the production, processing, and consumption of local food by consumers. Based on the analysis, I found that small and medium-sized tourist farms do not invest much in their marketing strategy. When we talk about the relation between rural and gastronomic tourism, we can conclude positively that there is great potential for Slovenia to become one of the most popular countries in Europe with rural destinations and local cuisine, but only with a well-established marketing strategy, including deep-dive into consumer behavior market research. |
