THE DRAGON’S ROAD AS ARCHITECTURAL-ECONOMIC MODEL OF SUSTAINABLE TOURISM IN LJUBLJANA Cover Image

ZMAJČKOVA POT KOT ARHITEKTURNO-EKONOMSKI MODEL TRAJNOSTNEGA TURIZMA LJUBLJANE
THE DRAGON’S ROAD AS ARCHITECTURAL-ECONOMIC MODEL OF SUSTAINABLE TOURISM IN LJUBLJANA

Author(s): Meta Pezdir
Subject(s): Architecture, Higher Education , Rural and urban sociology, Economic development, Environmental interactions, Marketing / Advertising, Tourism
Published by: Fakulteta za arhitekturo, Univerza v Ljubljani
Keywords: dragon; sustainable development; tourism; sustainable tourism; Ljubljana;

Summary/Abstract: The tourism industry plays a big economic role in Slovenia and, as so, can make a significant contribution to socioeconomic development and protection of the environment. Ljubljana, the capital city of Slovenia, is the 2016 European Green Capital. This fact shows the importance of sustainable development for local people and other people connected to the city. A group of students from the University of Ljubljana, together with pedagogues and a mentor from the business world, made a research on sustainable tourism marketing in Ljubljana. It also included learning about processes in management. Research results were three business models which could be used to promote sustainable tourism in Ljubljana. One of these three models is also The Dragon's road, presented in the following article. The Dragon's road was created by two economics students and one architecture student. It connects existing architecture in Ljubljana – "hidden" Dragons in portals, fences, statues etc. – and tourists with local people. It presents Ljubljana in a new, unique way. The road is presented as a creative notebook which helps tourists to discover the city.

  • Issue Year: 2015
  • Issue No: 2
  • Page Range: 58-67
  • Page Count: 10
  • Language: English, Slovenian