Repository of colleges and higher education institutions

Show document
A+ | A- | Help | SLO | ENG

Title:Vpliv in spoznavanje kulturnih dimenzij v izbiri turističnega produkta na izkušnji slovenskih in italijanskih potrošnikov : magistrska naloga
Authors:ID Žabar, Boštjan (Author)
ID Raspor, Andrej (Mentor) More about this mentor... New window
Files:.pdf RAZ_Zabar_Bostjan_i2021.pdf (5,09 MB)
MD5: 1454C832BE00DA9E21FDD851B905B456
 
Language:Slovenian
Work type:Master's thesis/paper
Typology:2.09 - Master's Thesis
Organization:FUDS - School of advanced social studies
Abstract:Kultura je zagotovo tisti del naših življenjskih navad, ki nas najbolj določa v naših simbolih, navadah, vedenjskih vzorcih, normah in vrednotah. Kultura je tista, ki nam omogoča delovanje v družbeni skupini in / ali sodelovanje z drugimi, od nas drugačnih kultur. Poznavanje kulturnih posebnosti posameznika ali družbe postaja tako vse bolj aktualno iz vidika strateških tržnih usmeritev podjetij, saj se spoznava, da ima prav kultura zelo velik vpliv na vedenje potrošnika. V raziskavi smo se usmerili v spoznavanje preferenc izbire turističnega produkta v luči različnih kulturnih značilnosti slovenskega in italijanskega naroda. Uporabljena je bila kvantitativna metodologija za preučitev dejanskih ustvarjenih nočitev turistov v različnih vrstah nastanitev, analiza preferenc in sodb s pomočjo analize rezultatov anket, ki so zadevale širšo nacionalno populacijo. Z rezultati teh izhodišč je bila izvedena kvalitativna raziskava z uporabo analize recenzij gostinskih in nastanitvenih obratov. Rezultati so nam tako dali sliko v razlikah in podobnostih populacij, katero smo nato potrdili v izhodiščih mednarodnih raziskav o kulturi, zlasti v hofstedejevih kulturnih dimenzijah. Kultura, ki determinira določene preference in ocene turističnega obrata. Kot drugo pomembno spoznanje raziskave pa smo lahko potrdili svojo metodologijo preučevanja tega fenomena kot uporabno pri odkrivanju kulturnih dimenzij v posamezni kulturi. Naloga ni sestavljena z namenom, da bi produkte, tudi turistične, prilagajali želji ali potrebam nam različne kulture. Bistvo je, da se zavedamo razlik in v tej luči znamo delovati in sodelovati. Naš proizvod pa mora ostati drugačen in poseben, vedno pa spoštljiv tudi do druge kulture. Tudi v poslu se raje odločamo, da sodelujemo z gostoljubno in sebi poznano kulturo. In prav v tem segmentu lahko dobra turistična izkušnja pomeni tudi dobro percepcijo potencialnega poslovnega partnerja. Le tako bomo lahko konkurenčni v vedno bolj globalizirani kulturi.
Keywords:medkulturni menedžment, kultura, turistični produkti, turizem, Slovenija, Italija, magistrske naloge
Place of publishing:Nova Gorica
Place of performance:Nova Gorica
Publisher:[B. Žabar]
Year of publishing:2021
Year of performance:2021
Number of pages:135 str., [96] str. pril.
PID:20.500.12556/ReVIS-8849 New window
COBISS.SI-ID:93754627 New window
UDC:338.48
Note:Študijski program Medkulturni menedžment;
Publication date in ReVIS:17.05.2022
Views:1175
Downloads:114
Metadata:XML DC-XML DC-RDF
:
Copy citation
  
Share:Bookmark and Share


Hover the mouse pointer over a document title to show the abstract or click on the title to get all document metadata.

Secondary language

Language:English
Abstract:Culture is certainly that part of our lifestyle that mostly defines us in our symbols, habits, behavioural patterns, norms, and values. Culture therefore enables us to work in a social group and / or to interact with other cultures that are different from ours. Awareness of the cultural specifics of an individual or of the society is consequently becoming extremely relevant, especially from the point of view of the strategic market orientations within companies, as it is realized that culture has a very large impact on consumer behaviour. The research focused on learning about the preferences of choosing a tourist product from the point of different cultural characteristics of the Slovenians and Italians. A quantitative methodology was used to study the actual overnight stays of tourists in different types of accommodation. In addition, the analysis of preferences and judgments by analysing the results of surveys concerning the wider national population was used. Based on the results of these starting points, a qualitative research was conducted using the analysis of reviews of restaurants and accommodation establishments. The results thus gave us an insight in the differences and similarities of the populations, which we then confirmed in the starting points of international research on culture, especially in Hofstede's cultural dimensions. A culture, which determines certain preferences and ratings of a tourist establishment. As another important finding of the research, we were able to confirm our methodology of studying this phenomenon as useful in discovering the cultural dimensions in an individual culture. Our research is not prepared in order to adapt products, including tourism, to the wishes or needs of different cultures. The main point of this research is the fact that we need to be aware of the differences and that we know how to act and cooperate in that manner. Our product must remain different and special, but always respectful toward another culture. Even in business, we prefer to work with a hospitable and familiar culture. Moreover, especially in this business type a good tourism experience can also mean a good perception of a potential business partner. This is the way that we will be able to compete in an increasingly globalized culture.


Back