TRŽENJSKA ANALIZA TURISTIČNO-ŠPORTNE STORITVE V ČASU PANDEMIJE COVID-19
MARKET ANALYSIS OF TOURIST-SPORTS SERVICE DURING PANDEMIC COVID-19

Summary/Abstract: Marketing involves the exploration of target markets, the goal of which is to build long-term relationships with users. Therefore, companies pay much attention to market analysis and designing market strategy with the help of market research. Sport and tourism are activities that are naturally connected, and it makes sense to connect them in the field of marketing. In the town of Krško and its wider surroundings, there is a lack of facilities in the field of sports and tourism activities. This is all the more important at a time of releasing measures to prevent the spread of Covid-19 pandemic, when people want quality sports activities. Therefore, the aim of the study was to determine the market opportunities for the development and operation of a tourism and sports facility. We conducted a study to determine the needs and wishes of potential users of the sports and tourism facility in Krško. We used a quantitative and qualitative approach to data collection. We conducted surveys (n = 30) and in-depth interviews (n = 5), as well as a competitive analysis. Based on the results, we formulated a marketing strategy with marketing communication

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