Trajnostna destinacijska komunikacija v teoriji in praksi

Authors

David Hazemali
University of Maribor, Faculty of Arts
https://orcid.org/0000-0001-9776-8224
Tomaž Onič
University of Maribor, Faculty of Arts
https://orcid.org/0000-0002-7854-2892
Tjaša Mohar
University of Maribor, Faculty of Arts
https://orcid.org/0000-0002-8650-6592
Barbara Majcenovič Kline
University of Maribor, Faculty of Arts
Nastja Prajnč Kacijan
University of Maribor, Faculty of Arts
Katja Plemenitaš
University of Maribor, Faculty of Arts
https://orcid.org/0000-0001-6671-5883
Kirsten Hempkin
University of Maribor, Faculty of Arts
https://orcid.org/0000-0003-4035-0665
Ana Vovk
University of Maribor, Faculty of Arts
https://orcid.org/0000-0002-9743-6753
Bernarda Leva
University of Maribor, Faculty of Arts

Synopsis

 

The article explores the concept of sustainable destination communication as a vital pillar of contemporary tourism development. It highlights the central role of communication in promoting sustainable behaviour, building trust, and fostering long-term relationships between destinations, visitors, and local communities. The authors argue that merely using the term sustainability is insufficient – communication must be credible, strategic, and inclusive. The paper presents ten principles of effective sustainability communication, developed by Baumgartner and Hadorn (2022), and illustrates their application through a case study of the Green Planica 2023 Sustainability Initiative. This initiative, created for the Nordic World Ski Championships in Slovenia, demonstrates how even large-scale events can successfully embody sustainability values through well-designed communication. The study concludes that sustainable communication is not just a promotional tool but a transformative process essential for creating responsible, inclusive and resilient tourism destinations.

Author Biographies

David Hazemali, University of Maribor, Faculty of Arts

Maribor, Slovenia. E-mail: david.hazemali@um.si

Tomaž Onič, University of Maribor, Faculty of Arts

Maribor, Slovenia. E-mail: tomaz.onic@um.si

Tjaša Mohar, University of Maribor, Faculty of Arts

Maribor, Slovenia. E-mail: tjasa.mohar@um.si

Barbara Majcenovič Kline, University of Maribor, Faculty of Arts

Maribor, Slovenia. E-mail: barbara.kline@um.si

Nastja Prajnč Kacijan, University of Maribor, Faculty of Arts

Maribor, Slovenia. E-mail: nastja.prajnc1@um.si

Katja Plemenitaš, University of Maribor, Faculty of Arts

Maribor, Slovenia. E-mail: katja.plemenitas@um.si

Kirsten Hempkin, University of Maribor, Faculty of Arts

Maribor, Slovenia. E-mail: kirsten.hempkin@um.si

Ana Vovk, University of Maribor, Faculty of Arts

Ddr. Ana Vovk, full professor at the University of Maribor, is an internationally recognized expert in sustainability, permaculture and holistic self-sufficiency based on geographical characteristics of landscapes. Her research work includes ecosystem solutions for climate change, soil and water resource protection. As a project manager at the International Center for Ecoremediation, she develops innovative models of sustainable living and works with municipalities to introduce natural ways of managing space. Her publications in scientific journals, books and media contributions highlight the importance of holistic approaches. She actively participates in educational programs, leads workshops, conferences and excursions, and encourages students to explore self-sufficient living models. Her efforts connect academic knowledge with practice for a more sustainable future.

Maribor, Slovenia. E-mail: ana.vovk@um.si

Bernarda Leva, University of Maribor, Faculty of Arts

Maribor, Slovenia. E-mail: bernarda.leva@um.si

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Volume

Komuniciranje okoljske krize

Pages

277-310

Published

July 4, 2025

Categories

Copyright (c) 2025 University of Maribor, University Press

License

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

How to Cite

Hazemali, D., Onič, T., Mohar, T., Majcenovič Kline, B., Prajnč Kacijan, N., Plemenitaš, K., Hempkin, K., Vovk, A., & Leva, B. (2025). Trajnostna destinacijska komunikacija v teoriji in praksi. In A. Lipavic Oštir, M. Larisa Fabčič, & D. Ivajnšič (Eds.), Komuniciranje okoljske krize (pp. 277-310). University of Maribor Press. https://press.um.si/index.php/ump/catalog/book/964/chapter/661