Povezovanje turizma in kreativnih industrij pri oživljanju opuščene industrijske dediščine skladišča Monfort

Abstract

Študija izhaja iz predpostavke o visoki kulturno-zgodovinski turistični privlačnosti objekta in destinacije ter priložnostih za skupno trženje turizma in kreativnih industrij. Trženjski model je zasnovan na sinergiji obeh dejavnosti, povezanih v komplementarno in trajnostno naravnano poslovno enoto, ki upošteva konkretne potrebe vseh deležnikov. Posebnost tega trženjskega modela je v prepletu aktivnosti privabljanja turistov (eksterno trženje) z aktivnostmi povezovanja notranjih deležnikov-ponudnikov kreativnih storitev v objektu (interno trženje). Model predstavlja torej enovit strateški okvir, znotraj katerega se lahko predstavniki kreativnih industrij povezujejo in povezani nastopajo na turističnem trgu, pri tem pa suvereno oblikujejo svoje specifične vizije, cilje in trženjske strategije. Ključne besede: turizem, kreativne industrije, trženje, industrijska dediščina skladišča Monfort The study assumes that the cultural-historical character of the site and destination possesses a high degree of attraction for tourism and that a joint marketing of tourism and creative industries is a potential. The model is based on the synergy between the two activities, connected into a complementary and sustainability-bound business unit that considers the actual needs of all the stakeholders involved. Specificity of the presented marketing model lies in the intertwining of activities to attract tourist (external marketing) and activities aimed at connecting the inner stakeholders, namely the providers of the creative industry service at the site (internal marketing). Hence, the model represents a comprehensive strategic framework, within which the representatives of creative industries can enter cooperate and team-up in the presentation on the tourist market, while also assertively design their own specific visions, goals and marketing strategies.