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The Impact of the Financial Crisis on Business Events at Natural Spas – The Slovenian Case

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Listed:
  • Janez Mekinc

    (University of Primorska, Slovenia)

  • Maša Budnar Radilovic

    (University of Primorska, Slovenia)

  • Boštjan Bizjak

    (University of Primorska, Slovenia)

Abstract

To determine the impact of the economic downturn that officially hit Slovenia in 2009 on the number, purpose, type and budgets of business events held at Slovenian natural spas. The study’s aim is to develop guidelines in the field of business events management at Slovenian natural spas. The research was carried out among key representatives from Slovenian natural spas who play an active role in managing events. Data were via a questionnaire that collected information about the purpose, number and type of events for business clients at Slovenian natural spas. The number of business events held at Slovenian natural spas has not changed during the economic crisis; however, the number of events held to increase stakeholders’ loyalty and those held to communicate to the wider public has increased. Based on these findings, we can conclude that organisation managers are aware of the importance of good, solid, long-term relations with business clients for maintaining a successful trade (especially in the time of crisis). Since business events have the potential to be very profitable for the natural spas, we suggest that they adjust their programming and outreach to focus on business clients. The demand for business events is increasing; there is a commensurate need for effective marketing of business packages and offers.

Suggested Citation

  • Janez Mekinc & Maša Budnar Radilovic & Boštjan Bizjak, 2012. "The Impact of the Financial Crisis on Business Events at Natural Spas – The Slovenian Case," Academica Turistica - Tourism and Innovation Journal, University of Primorska Press, vol. 5(2), pages 77-84.
    • Handle: RePEc:prp:jattij:v:5:y:2012:i:2:p:77-84
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    References listed on IDEAS

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    1. Egon Smeral, 2009. "Tourismus im Sog der Finanzmarkt- und Wirtschaftskrise," WIFO Monatsberichte (monthly reports), WIFO, vol. 82(3), pages 195-208, March.
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