Starting from a general framework of the concepts of international and destination tourism, the following paper deals with the case of Destination Management of Slovenia, in particular of the capital Ljubljana and the role that the DMO assumes in the tourist and managerial management of the territory. Destination websites and textbooks on Destination Management were consulted for the drafting. The thesis is divided into 5 chapters, starting from a generic dimension, and going increasingly specific to the case in question. The first chapter talks about the history of tourism and its evolution, focusing on international tourism. In the second chapter, the concept of destination is explained, the push and pull factors that determine it and its life cycle, the destination management and marketing activity for the promotion of the territory as a destination on the market. The third chapter is dedicated to Slovenia, its resources, tourist flows, the organization of Destination Management, as well as the use of the Destination Management System and national planning 2022-2028. The fourth chapter examines the tourist area of Ljubljana, the capital of Slovenia, talking about governance and annual program of tourist activities and the methods and strategies of intervention and the tourist promotion-marketing program. Finally, in the fifth chapter, some conclusions are drawn, also suggesting proposals in the strategic field (Destination Management) and in the operational field (Destination Marketing).
Partendo da un inquadramento generale dei concetti del turismo internazionale e di destinazione, il seguente elaborato tratta il caso di Destination Management della Slovenia, in particolare della capitale Lubiana e del ruolo che la DMO assume nella gestione turistica e manageriale del territorio. Per la stesura sono stati consultati siti web di destinazione e libri di testo in materia di Destination Management. La tesi si suddivide in 5 capitoli, iniziando da una dimensione generica e andando sempre più nello specifico del caso in questione. Il primo capitolo parla della storia del turismo e della sua evoluzione, focalizzandosi sul turismo internazionale. Nel secondo capitolo, viene spiegato il concetto di destinazione, i fattori push e pull che la determinano e il suo ciclo di vita, l’attività di destination management e marketing per la promozione del territorio come destinazione sul mercato. Il terzo capitolo è dedicato alla Slovenia, alle sue risorse, ai flussi turistici pre e post pandemia, all’organizzazione di Destination Management, nonché l’utilizzo del Destination Management System e la pianificazione nazionale 2022-2028. All’interno del quarto capitolo viene esaminato dal punto di vista turistico il territorio di Lubiana, capitale della Slovenia, parlando di governance e programma annuale delle attività turistiche e delle modalità e strategie di intervento e del programma di promo-commercializzazione turistica. Infine, nel quinto capitolo, si traggono alcune conclusioni, suggerendo anche proposte in campo strategico (Destination Management) e in ambito operativo (Destination Marketing).
“DESTINATION MANAGEMENT IN SLOVENIA: LA CAPITALE LUBIANA, STRATEGIE E SOLUZIONI DI UNA GREEN DESTINATION”
LAIN, ALESSIA
2022/2023
Abstract
Starting from a general framework of the concepts of international and destination tourism, the following paper deals with the case of Destination Management of Slovenia, in particular of the capital Ljubljana and the role that the DMO assumes in the tourist and managerial management of the territory. Destination websites and textbooks on Destination Management were consulted for the drafting. The thesis is divided into 5 chapters, starting from a generic dimension, and going increasingly specific to the case in question. The first chapter talks about the history of tourism and its evolution, focusing on international tourism. In the second chapter, the concept of destination is explained, the push and pull factors that determine it and its life cycle, the destination management and marketing activity for the promotion of the territory as a destination on the market. The third chapter is dedicated to Slovenia, its resources, tourist flows, the organization of Destination Management, as well as the use of the Destination Management System and national planning 2022-2028. The fourth chapter examines the tourist area of Ljubljana, the capital of Slovenia, talking about governance and annual program of tourist activities and the methods and strategies of intervention and the tourist promotion-marketing program. Finally, in the fifth chapter, some conclusions are drawn, also suggesting proposals in the strategic field (Destination Management) and in the operational field (Destination Marketing).File | Dimensione | Formato | |
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https://hdl.handle.net/20.500.12608/59749