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V diplomskem delu je oblikovan nov turistični proizvod, mladinska izmenjava za avtohtono slovensko manjšino – zamejske Slovence iz držav Avstrije, Hrvaške, Italije in Madžarske. Mladinske izmenjave štejemo med mladinski turizem, ki pa je v Sloveniji manj razvit, še posebej na turistični destinaciji Posavje. S pomočjo virov in literature so predstavljena poglavja, ki se dotikajo tem turističnega proizvoda in mladinskega turizma ter povezovalni členi med temami. Opisana so tudi področja programa Evropske unije Erasmus+, ki sofinancira projekte s področij izobraževanja in poklicnega usposabljanja, mladine in športa. Cilj diplomskega dela je oblikovanje programa mladinske izmenjave v Posavju in njegov prikaz s turističnega vidika. Prikazani so še rezultati in ugotovitve ankete, izvedene med mladostniki iz zamejstva. Zaključni del kaže na to, da so mladinske izmenjave doprinos h koriščenju in trženju turistične ponudbe v Posavju. In the diploma thesis a new tourist product has been created – youth exchange for Slovenians living abroad in the neighbouring countries (Austria, Croatia, Italy and Hungary). Youth exchanges can be considered as part of youth tourism. However, in Slovenia youth tourism is less developed, especially in Posavje. By use of sources and literature there are chapters introducing themes of tourist products, youth tourism and links between them. Some chapters deal with European Union programme Erasmus + which co-finances projects in the field of education, vocational training, youth and sports. The purpose of the diploma thesis is to create a programme of youth exchange in Posavje and its presentation in the light of tourism. The final part presents results and findings of the questionnaire, carried out among youth living abroad. The conclusion is that youth exchanges can contribute a lot to the use and marketing of tourist offer in Posavje.

Turistične agencije se poslužujejo številnih orodij tržnega komuniciranja z namenom, da bi pridobile čim več kupcev ter zvestih strank. Najpomembnejšo vlogo ima osebna prodaja, vedno večjo vlogo pa pridobiva trženje in prodaja preko spleta. Cilj diplomskega dela je ugotoviti, kakšen pomen ima za kupca osebna prodaja pri prodaji proizvodov turistične agencije in ali kupci še zahajajo v poslovalnice turističnih agencij. Diplomsko delo sem razdelila na dva dela. V prvem delu sem s pomočjo literature, spletnih virov in člankov ter osebnih izkušenj zapisala nekaj splošnega o trženju v turizmu in tržnem spletu. Da bi lažje razumeli trženje storitev, sem podala nekaj osnovnih značilnosti storitev in njene posebnosti in opisala primarne organizacije, ki so se mi zdele za razumevanje trženja v turistični agenciji najbolj pomembne. V drugem delu sem s pomočjo anketnega vprašalnika izvedla raziskavo, s pomočjo katere sem skušala najti odgovore na zastavljena raziskovalna vprašanja. Travel agencies use the marketing communications tools to reach their customers and to build a long term relationships with their clients. The most important promotional tool is personal selling, but the tools of digital marketing communications and on-line sales are also becoming of greater importance. The aim of this diploma thesis is to determine the importance of personal selling in the travel agencies and finding out which way of organizing the trip tourists choose more often – individual approach or help of travel agencies. The diploma is divided into two parts. The first part is theoretical. It summarizes the basics on marketing in the tourism and marketing communication tools, which I summarized with the help of literature, on-line sources, articles and my personal experiences in tourism. Theoretical part also includes some basics and characteristics of services marketing and the description of basic organizations, which seemd to me to be of greater importance for understanding the travel agency marketing strategy. In the second part I conducted the survey with a goal to confirm or refute my thesis on the basis of analysis of results.

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