Armand Faganel

Forecasting the Primary Demand for a Beer Brand Using Time Series Analysis

Forecasting the Primary Demand for a Beer Brand Using Time Series Analysis Market research often uses data (i.e. marketing mix variables) that is equally spaced over time. Time series theory is perfectly suited to study this phenomenas dependency on time. It is used for forecasting and causality analysis, but their greatest strength is in studying the impact of a discrete event in time, which makes it a powerful tool for marketers. This article introduces the basic concepts behind time series theory and illustrates its current application in marketing research. We use time series analysis to forecast the demand for beer on the Slovenian market using scanner data from two major retail stores. Before our analysis, only broader time spans have been used to perform time series analysis (weekly, monthly, quarterly or yearly data). In our study we analyse daily data, which is supposed to carry a lot of ‘noise’. We show that - even with noise carrying data - a better model can be computed using time series forecasting, explaining much more variance compared to regular regression. Our analysis also confirms the effect of short term sales promotions on beer demand, which is in conformity with other studies in this field.

Sustainable Natural and Cultural Heritage Tourism in Protected Areas

From once common delta marshes, which were shaped into the saltpans, found near all the coastal towns of Slovenian Coast, there are only few coastal wetlands left. The concessionaire of Secovlje Salina Nature Park is entitled to use the natural pans for traditional salt-making; in addition, under the laws and regulations the concessionaire is allowed to perform certain activities in the Park: management of the Park, development of sustainable tourism and the farming of aquatic organisms. This paper provides an overview of trends that affect the planning of tourism in protected areas, the growth and diversification of this niche market, and the potential benefits and risks of merging tourism with natural and cultural heritage. Through the content analysis of documents, the case study of planning for sustainable development in the protected area is examined: the sensitivity of development of infrastructure and services, tourism marketing and management challenges in a secure area, and tools for tourism management.

Constructions of Private Tutoring in Slovenian Online Chatrooms

This chapter presents an exploratory study of discourses about private tutoring. Slovenia, as a young democracy just entering its third decade, is still struggling to embrace the free market economy. It has many grey areas with no or little tax regulation. Private tutoring has been widely recognised as one of the strongest components of the shadow economy, but no previous research has been undertaken on its scale and implications. For the present study, a qualitative analysis was chosen to explore the content and nature of discourses on different forums and websites reflecting both demand and supply of tutoring. The findings are discussed and compared with international knowledge about the phenomenon.

Cuban Tourism—The Marginalized Communist Country’s First Step Towards Sustainable Development

Cuban tourism gained momentum after the USA relationship improvement. Marginalized country, mysterious and exotic, famous for excellent rum, nice tropical weather, sensual music and dance, famous cigars and resourcefully maintained classic cars, is now looking for investors in tourism infrastructure. Tourism sector represents an important source of revenue for the country, right behind the health services export. European tourists are among the most numerous visitors of island; tourism is increasing from year to year, as the fear grows that the paradise will disappear soon. As the demand expands, so does the need for the improvement of tourism infrastructure. Country is in a bad shape, money is needed to maintain free health and education systems. The Cuban Tourism ministry is considering an increase from 63,000 hotel rooms to 85,500 by 2020, and planning new resorts with the help of foreign investment (eTN 2016). With the research of economic and social changes these plans will bring to the society, we evaluate the possible scenarios for regional development and their consequences. Literature review and content analysis of available data and documents have been deployed.

Real Estate Market and the Accession of Slovenia to the European Union

Slovenian real estate market made an important progress in recent decade, after the independence, gained in 1992. The privatization that took part in 90s, contributed to the fact that over 90% of Slovenians live in their own dwellings. Prices of real estate property are already on European Union level. There are still some unsolved issues like real estate property tax implementation and the question of former Italian property in Istria. We tried to investigate, what was happening on the Slovenian real estate market in the last year, on the demand and supply side, after the accession of Slovenia to the European Union. We are also presenting trends, which are dominating the European real estate market and predicting possible future development on this area.

COMMERCIAL SPONSORSHIP, BRAND IMAGE AND WTA TOURNAMENT

Publicity already achieved the status of an integral part of sport as it became impossible to imagine a sports event without sponsors. It represents quite a challenge to attract the best sponsors for a sporting event; however it is even more interesting to understand how sponsors take their decisions which projects to choose for sponsorship. We present a case study of the commercial sponsorship that has been realised between a bank and WTA tournament. Literature review from this important scientific field is being followed by the analysis of how the strategy has been planned and carried out; results of sponsorship activities have been measured. At the end of the paper a short discussion has been proposed.