MARKETING RURALNOG TURIZMA KAO FAKTOR OČUVANJA LOKALNOG IDENTITETA, TRADICIJE I KULTURE. (Croatian)

Rural tourism as a form of tourism that is carried out in rural areas has an important role for the development and survival of villages in the future. In the last few years, rural tourism has been on a significant rise and is experiencing accelerated development compared to other areas and types of tourism. The development of tourism in a given area actually depends on the successful planning and implementation of a marketing strategy in tourism. The development of the destination brand today is a very attractive area in the field of marketing in tourism and contributes to a large extent to the recognizability, differentiation and attendance of a certain destination. The main goal of this paper is to point out the importance of marketing and promotional strategies, as well as branding of tourist services, especially in the field of rural tourism, in order to ensure the future of rural areas. Also, the aim of the paper is to investigate the impact of marketing strategy on the preservation of local identity and the basic elements of cultural heritage as well as traditions that are connected to certain places. Visitors often want to have an authentic experience through getting to know the culture and lifestyle of the inhabitants of rural areas. Marketing and promotion of rural tourism with a focus on natural beauty, cultural heritage, history and gastronomy contribute to the development of rural tourism, which is reflected in employment in rural places, reducing the rate of youth emigration, creating an additional source of income for rural families, and ultimately creating the foundation of sustainable tourism and the future of rural areas. In the research part of the work, the method of analysis and comparison of available statistical data and examples from practice will be used. Also, in the empirical part of the work, the results of the conducted research will be analyzed based on a survey questionnaire on a random sample of respondents. The results of the conducted research should indicate the importance of promoting rural tourist facilities and places in terms of preserving local identity and culture and developing rural tourism and the community. Also, the goal is to improve the offer by better understanding the real wishes and needs of consumers and their specific requirements, which would ultimately lead to the development of rural tourism. [ABSTRACT FROM AUTHOR]

Ruralni turizam kao oblik turizma koji se provodi na ruralnim područjima ima važnu ulogu za razvoj i opstanak sela u budućnosti. Seoski turizam u posljednjih nekoliko godina u značajnom je porastu i bilježi ubrzani razvoj u odnosu na ostala područja i vrste turizma. Od uspješnog planiranja i implementacije marketing strategije u turizmu ovisi zapravo i sam razvoj turizma datog područja. Razvoj brenda destinacije danas je veoma atraktivno područje u okviru marketinga u turizmu i u velikoj mjeri doprinosi prepoznatljivosti, diferenciranosti i posjećenosti određene destinacije. Osnovni je cilj ovog rada ukazati na značaj marketinga i promotivne strategije, kao i brendiranja turističkih usluga posebno u području ruralnog turizma kako bi se osigurala budućnost ruralnih područja. Također, cilj rada je istražiti utjecaj marketing strategije na očuvanje lokalnog identiteta i osnovnih elemenata kulturalnog naslijeđa kao i tradicije koja je vezana za određena mjesta. Posjetitelji često žele doživjeti autentično iskustvo kroz upoznavanje s kulturom i načinom života stanovnika ruralnih područja. Osnovno je istraživačko pitanje dakle: Da li uopće i na koji način marketing strategija i komunikacija s potrošačima koja u fokus stavlja tradiciju, kulturu i običaje doprinosi očuvanju lokalnog identiteta, te u konačnici i razvoju ruralnog turizma? Marketing i promocija ruralnog turizma s naglaskom na prirodne ljepote, kulturno naslijeđe, povijest i gastronomiju doprinose razvoju ruralnog turizma što se odražava na zapošljavanje u ruralnim mjestima, smanjenje stope iseljavanja mladih, stvaranje dodatnog izvora prihoda seoskim obiteljima, te u konačnici kreira temelj održivog turizma i budućnosti ruralnih područja. U istraživačkom dijelu rada koristit će se metoda analize i usporedbe dostupnih statističkih podataka i primjera iz prakse. Također u empirijskom dijelu rada analizirat će se rezultati provedenog istraživanja na osnovu anketnog upitnika na slučajnom uzorku ispitanika. Rezultati provedenog istraživanja trebali bi ukazati na značaj promocije ruralnih turističkih objekata i mjesta u smislu očuvanja lokalnog identiteta i kulture te razvoja ruralnog turizma i zajednice. Također cilj je unaprijediti ponudu boljim razumijevanjem stvarnih želja i potreba potrošača i njihovih specifičnih zahtijeva što bi u konačnici vodilo ka razvoju ruralnog turizma. [ABSTRACT FROM AUTHOR]

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