MOGUĆNOSTI PRIMJENE SOCIJALNOG PODUZETNIŠTVA U TURIZMU

by | Dec 6, 2019 | DOI 2018

Jelena Đurkin
Sveučilište u Rijeci, Fakultet za menadžement u turizmu i ugostiteljstvu, Opatija, Hrvatska​
​​​​​​​DOI: https://doi.org/10.31410/EMAN.2018.667
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2nd International Scientific Conference – EMAN 2018 – Economics and Management: How to Cope With Disrupted Times, Ljubljana – Slovenia, March 22, 2018, CONFERENCE PROCEEDINGS published by: Association of Economists and Managers of the Balkans, Belgrade, Serbia; Faculty of Management Koper, Slovenia; Doba Business School – Maribor, Slovenia; Integrated Business Faculty –  Skopje, Macedonia; Faculty of Management – Zajecar, Serbia, ISBN 978-86-80194-11-0

Abstract​

Socijalno poduzetništvo kao primjena poduzetničkog pristupa (tržišno djelovanje, konkurentnost, inovativnost) u svrhu ostvarivanja društvenih vrijednosti i/ili doprinosa rješavanju društvenih problema, vrlo je aktualan trend u svjetskoj ekonomiji. Iako socijalno poduzetništvo vuče korijene još iz 19. stoljeća, Europska unija i ostale relevantne svjetske organizacije i savezi država, su ga tek nedavno počeli prepoznavati kao značajan strateški alat za postizanje održivog modela ekonomskog i društvenog rasta. Ovaj rad se bavi socijalnim poduzetništvom u širem smislu, kao inovativnim aktivnostima sa socijalnim ciljem, koje se mogu provoditi u bilo kojem sektoru, uključujući profitni. Ovakav oblik socijalnog poduzetništva se od „klasične“ primjene društvene odgovornosti u poduzećima razlikuje po stavljanju društvenih vrijednosti i ciljeva na vrh prioriteta poduzeća (za razliku od tretiranja društveno-orijentiranih aktivnosti kao alata u postizanju financijskih rezultata). Drugi globalni fenomen značajan za ovaj članak je turizam koji predstavlja stalno rastući generator značajnih i kompleksnih ekonomskih i društvenih učinaka na svjetskoj razini. Cilj ovog rada je definirati socijalno poduzetništvo i njegove ključne karakteristike, te povezivanjem tih karakteristika s ključnim učincima turizma, stvoriti teorijski okvir za implementaciju socijalnog poduzetništva u turizam. Članak doprinosi budućem održivom planiranju turizma, te ističe važnost primjene socijalnog poduzetništva za ostvarivanje dugoročno održivih koristi za destinaciju, kako na lokalnom, tako i na regionalnom, državnom i međunarodnom nivou.
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Key words

Socijalno poduzetništvo, turizam, društvene vrijednosti, lokalna zajednica

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