| Sažetak | U ovom diplomskom radu posebna je pozornost dana novim trendovima i njihovoj implementaciji u svjetskoj i hrvatskoj kamping ponudi. Problem istraživanja temelji se na istraživačkom pitanju, odnosno tome prati li Hrvatska kao razvijena kamping destinacija svjetske turističke trendove u kamping turizmu, dok predmet istraživanja čini analiza kamping turizma kao važnog segmenta hrvatske turističke ponude s naglaskom na nove trendove u razvoju kamping proizvoda. Prema navedenom problemu i premetu rada, ciljevi ovog istraživanja su utvrditi stanje i trendove u kamping turizmu u svijetu i RH, utvrditi mogućnosti i ograničenja ulaganja u nove i drugačije smještajne kapacitete u kamping turizmu kao i druge komplementarne sadržaje te ukazati na važnost daljnjeg razvoja kamping turizma u ukupnoj turističkoj ponudi Republike Hrvatske. Bit kampiranja s godinama se nije promijenila, ostala je ista, a glavna razlika je ta što je danas spektar mogućnosti prilikom kampiranja širi i pojedincima na raspolaganju stoji mnoštvo moderne opreme koja kampiranje čini odmorom u pravom smislu te riječi. U zadnjih nekoliko godina u sektoru ugostiteljstva i hotelijerstva na otvorenom dogodile su se mnoge promjene, a europsko kamping tržište obilježilo je nekoliko prisutnih trendova koji se javljaju kao posljedica promjena stilova kampiranja, ali i implementacije novih proizvoda i usluga u kamping ponudu. Sve je više kampova i resorta koji u svoju uslugu uvrštavaju spa i wellness elemente i time svoje poslovanje dižu na sasvim novu razinu. Održivi razvoj i ekološko poslovanje trendovi su koji sve više mjesta pronalaze i u kampovima, no postavlja se pitanje isplativosti i prepoznavanje kvalitete takvih kampova. Najznačajniji trend je glamping, odnosno povratak ka komfornom i luksuznom smještaju u prirodnom okruženje koji se unazad petnaest godina razvio u cijelom svijetu. Zahvaljujući uvođenju novih trendova u poslovanje, mnogi kampovi pretvoreni su u velike resorte s naglašenom getoizacijom i svim potencijalno potrebnim sadržajima uključenim unutar granica samog resorta. Pojedini kampovi naglasak su stavili na smještaj na parcelama, dok su drugi naglasak stavili na inovativnim i kreativnim smještajnim jedinicama, posebice glamping smještajne jedinice i mobilne kućice s različitim varijacijama. U svrhu istraživanja trendova u kamping turizmu provedeni su polustrukturirani intervjui s predstavnicima kampova i privatnih glamping objekata na području Republike Hrvatske. Voditelji recepcija kampova, vlasnici objekata i direktori kampova sudjelovali su u istraživanju kao ispitanici te su odgovorima dali svoje viđenje kamping turizma u RH. Pojedini objekti izabrani su zbog karakteristika svoje ponude koje jednim dijelom ili većinski odgovaraju nizu navedenih i prepoznatih trendova u svijetu kamping turizma. Broj pitanja u sklopu intervjua je varirao, ovisno o objektu kojemu su pitanja namijenjena, a sam razgovor trajao je između 45 i 60 minuta. Kroz razgovore s ispitanicima zaključeno je kako Hrvatska kao razvijena kamping destinacija uistinu prati turističke trendove u kamping turizmu. Pojedini trendovi zastupljeni su u većoj mjeri, pojedini se nastoje implementirati, dok su treći zastupljeni tek u tragovima. Trend koji je u hrvatskoj kamping ponudi najviše zastupljen je glamping. Održivi razvoj i eko kampovi kao takvi zadnjih nekoliko godina nastoje se sve više implementirati u poslovanje kampova. Zdravstveni i wellness sadržaji u kampovima u Hrvatskoj, kada se usporede s onima npr. u Italiji i Njemačkoj, još su uvijek na svojim počecima, i javljaju se najvećim dijelom samo u tragovima. Potencijala za nadogradnju hrvatske kamping ponude s novim trendovima svakako ima, no najveći problem koje se javlja je pitanje isplativosti što čini ujedno i jedno od najvećih ograničenja. Prije investiranja u nove sadržaje potrebno je provesti studije isplativosti. S obzirom na to da se ovaj rad prvenstveno oslanjao na nove trendove u kampingu te je kroz istraživanje utvrđeno koji su trendovi najzastupljeniji, vrlo bi korisno bilo za buduća istraživanja, kada bi se pojedinačni glamping objekti na području RH objedinili u svojevrsni digitalni katalog s osnovnim informacijama. Preporuča se i provedba istraživanja među kampistima koji borave u kampovima koji nude smještaj u mobilnim kućicama i glamping objektima te u svojoj ponudi sadrže pojedine elemente inspirirane aktualnim trendovima kako bi se došlo do stavova i mišljenja stvarnih korisnika. |
| Sažetak (engleski) | In this thesis, special attention is paid to new trends and their implementation in the global and Croatian camping offer. The research problem is based on a research question, i e. whether Croatia as a developed camping destination follows world tourist trends in camping tourism, while the subject of the research is the analysis of camping tourism as an important segment of Croatian tourist offer with an emphasis on new trends in the development of camping products.
According to the stated problem and purpose of the work, the goals of this research are to determine the state and trends in camping tourism in the world and in the Republic of Croatia, to determine the possibilities and limitations of investment in new and different accommodation capacities in camping tourism as well as other complementary contents, and to point out the importance of further development of camping tourism in the total tourist offer of the Republic of Croatia. The essence of camping has not changed over the years, it has remained the same, and the main difference is that today the spectrum of possibilities when camping is wider and individuals have a lot of modern equipment at their disposal, which makes camping a vacation in the true sense of the word. In the last few years, many changes have taken place in the outdoor hospitality and hotel industry, and the European camping market has been marked by several current trends that occur as a result of changes in camping styles, as well as the implementation of new products and services in the camping offer. There are more and more camps and resorts that include spa and wellness elements in their service and thereby raise their business to a whole new level. Sustainable development and ecological business are trends that are finding more and more places in camps, but the question of profitability and recognition of the quality of such camps still arises. The most significant trend is glamping, i.e., the return to comfortable and luxurious accommodation in a natural environment, which has developed all over the world in the past fifteen years. Thanks to the introduction of new trends in business, many camps have been turned into large resorts with emphasized ghettoization and all potentially necessary facilities included within the boundaries of the resort itself. Some camps put emphasis on accommodation on pitches, while others put emphasis on innovative and creative accommodation units, especially glamping accommodation units and mobile homes with different variations. In order to research trends in camping tourism, semi-structured interviews were conducted with representatives of camps and private glamping facilities in the Republic of Croatia. Heads of camp receptions, facility owners and camp directors participated in the research as respondents and gave their views on camping tourism in the Republic of Croatia. Some facilities were chosen due to the characteristics of their offer, which partly or mostly correspond to a series of stated and recognized trends in the world of camping tourism. The number of questions in the interview varied, depending on the facility to which the questions were addressed, and the interview itself lasted between 45 and 60 minutes. Through interviews with respondents, it was concluded that Croatia, as a developed camping destination, truly follows tourist trends in camping tourism. Certain trends are represented to a greater extent, some are trying to be implemented, while others are represented only in traces. The most popular trend in Croatian camping is glamping. Sustainable development and eco-camps as such have been increasingly implemented in camp business for the past few years. Health and wellness facilities in camps in Croatia, when compared to those in, for example, Italy and Germany, are still in their infancy, and appear mostly only in traces. There is certainly potential for upgrading the Croatian camping offer with new trends, but the biggest problem that arises is the question of profitability, which is also one of the biggest limitations. Before investing in new contents, it is necessary to carry out profitability studies. Considering that this work was primarily based on new trends in camping and through research it was determined which trends are the most represented, it would be very useful for future research if individual glamping facilities in the territory of the Republic of Croatia were combined into a kind of digital catalog with basic information. It is also recommended to carry out research among campers who stay in camps that offer accommodation in mobile homes and glamping facilities and in their offer contain certain elements inspired by current trends in order to get the attitudes and opinions of real users. |
