engleski

MARKETING MANAGEMENT OF THE EUROPEAN NATURIST CAMPING MARKET

Naturism appears in the 20th century promoting a „ return to nature“ and the freeing of body and mind. From the initial idea of liberation a whole global movement has evolved, creating simultaneously an important business environment. This report focuses on the present situation as well as the evolution of the naturist market in Europe. With the help of a research of naturist camping capacities and a comparative study the report aims to: (1)revisit the definition of naturism, (2) explore the history of naturism, (3) explore how the naturism is practised in different countries and identify the „key players“ in the market, (4)collect opinions and personal prognosis of key representatives on future growth of this branche. Finally, the CARE method provides guidance on how to Create, Amplify, Reduce and Eliminate different aspects of naturist offer in order to rejuvenate and further develop the naturist sector.

naturism; naturist demand; management marketing; characteristics of croatian market; naturist sector; key players; business environment

nije evidentirano