10.33128/ag.81.2.2

PERFORMANCE OF RURAL TOURISM IN CROATIA: CASE STUDY

Abstract

Ruralno područje čini 92% površine Republike Hrvatske i u posljednjim desetljećima je suočeno s jakim depopulacijskim trendovima. Jedan od mogućih odgovora na ovaj problem je jačanje turističke ponude u ruralnom području koja bi omogućila održiv razvoj ruralnog prostora, ponudu radnih mjesta i unaprjeđenje standarda stanovnika. Cilj ovoga rada je metodom studije slučaja prikazati obiteljsko poljoprivredno gospodarstvo koje nudi agroturističku uslugu na području grada Daruvara. Analizirano gospodarstvo proizvodi grožđe i vino, te se od 2008. godine bavi i agroturizmom. Registrirano je kao vinotočje, a nudi i mogućnost noćenja kapaciteta četiri osobe. Gospodarstvo je promatrano od 2013. do 2017. godine, te je u navedenom razdoblju poslovalo iznad granice ekonomičnosti, uz iznimku 2016. godine kada su zabilježene ekstremne klimatske prilike. Prosječna rentabilnost gospodarstva u promatranom je razdoblju bila 7%, a kretala se od -13% (2016. godine), čemu su uzrok nepovoljne klimatske prilike te godine, do najvećih 18% 2013. godine, dok se ostvareni broj noćenja povećavao od 50 (2013. godine) do 85 godišnje (2017. godine). Za povećanje uspješnosti poslovanja agroturističkog gospodarstva svakako je potrebno raditi na povećanju popunjenosti kapaciteta, za što su potrebne šire marketinške aktivnosti.The rural area covers 92% of the territory of the Republic of Croatia and in the last decades has been faced with strong depopulation trends. One of the possible answers to this problem is strengthening the rural tourism offer that would enable sustainable development of rural area, increased job offers and improved standard of living. The aim of this paper is to prepare a case study of a family farm with agrotourism in the area of Daruvar. The analyzed farm produces grapes and wine, and since 2008 it has an agrotourism. It is registered for wine tasting and has accommodation capacity up to 4 persons. The farm was observed from 2013 to 2017, and in that period it was efficient, with the exception of 2016 when extreme climate conditions were recorded. The average profitability of the farm in the observed period was 7%, ranging from -13% (2016), caused by unfavorable weather conditions of that year, up to 18% in 2013, while the number of overnights increased by 50 (2013) up to 85 per year (2017). In order to increase the business success of the agrotourist farm, it is necessary to increase the usage of capacities, which requires broader marketing activities

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