Author/Editor		Kaličanin, Nina; Prah, Jože
Title		Trženje tematskih poti v Sloveniji
Translated title		Marketing of themed trails in Slovenia
Type		članek
Source		266557184
Publication year		2013
Volume		str. 357-364
Language		slv
Abstract		Vključevanje tematskih poti v slovensko podeželje ima lahko pomembno vlogo prinjegovem razvoju, saj povezuje in vzpostavlja javno zasebna partnerstva. Investicije v tematske poti, ki se gibljejo okvirno med 40 in 60 tisoč evri zapostavitev učnih (interpretacijskih) poti in preko 300 tisoč evrov za daljšetematske poti z novo infrastrukturo je potrebno opravičiti z nadaljnjo uporabo, vzdrževanjem in trženjem le-teh. Opravljena sta bila dva intervjuja zdirektorico zavoda Parnas, go. Metko Starič in direktorico Zavoda za turizem in kulturo Žirovnica, go. Majo Zupan. Tematske poti se tržijo predvsem šolskimskupinam, skupinam upokojencev ali pa se vključujejo v večje skupne dogodke kot je npr. kulturni dan. Največjo vlogo pri promociji imajo skrbno ininovativno urejene spletne strani ter posamezniki - vodniki, animatorji . Potrebno bo vlagati v večjo promocijo in prepoznavnost tematskih poti na mednarodnem, državnem, regionalnem in lokalnem nivoju. K uporabi tematskih poti je potrebno spodbuditi vključevanje vseh izobraževalnih ustanov in drugihorganiziranih oblik družbe kot so društva, zveze. Vzpostaviti je potrebno sistem vzdrževanja tematskih poti in izobraževanja vodnikov ter animatorjev, ki bo zagotovil kakovostne interpretacije tematskih poti. Potrebno je narediti poslovni model za upravljanje in trženje tematskih poti.The inclusion of thematic trails into the Slovenian countryside can have an important role in its development, since it connects stakeholders and enacts public-private partnerships. Investments into thematic trails of between 40 and 60 thousand Euros for the building of learning (interpretational) trails and over 300 thousand Euros for longer thematic trails with construction of new infrastructure have to be justified by use, maintenance and marketing thereof. We have conducted two interviews with the Tourist and culture board of Velike Lašče - Parnas director Mrs. Metka Starič and the Tourist board of Žirovnica director Mrs. Maja Zupan on marketing and 358 investment into thematic trails. The thematic trails are being marketed to school groups, retired persons groups or to larger events like Day of culture. The key role of promotion belongs to carefully and innovatively constructed web pages and individuals such as guides and animators. There is a need for greater promotion and recognisability of thematic trails on the international, state, regional and local level. The inclusion of educational institutions and other stakeholders such as citizen societies, partnerships and unions into the use of thematic trails should also be encouraged. A system of thematic trails maintenance and training of guides and animators needs to be put up to ensure a quality interpretation of the thematic trails. A business model for managingand marketing the thematic trails also has to be facilitated.
Keywords		tematske poti trženje themed trails marketing