Avanturistički turizam kao poseban oblik turizma u posljednjih je deset godina doživio snažan rast. U radu je opisana opća teorija posebnih oblika turizma, njihove karakteristike i razlike u odnosu na masovni turizam. Glavna svrha ovog rada jest ukazivanje na važnost razvoja avanturističkih proizvoda kroz studiju slučaja Ski Lift Belvedere u Medulinu u Istri. Sekundarno, naglašava se i važnost stvaranja destinacijske menadžment-kompanije koja će objedinjavati subjekte ponude, stvarati vrhunski avanturistički proizvod i pritom služiti društvenoj zajednici u kojoj posluje. U radu su opisani i moderni turisti čije se preferencije i potrebe kroz razvoj vremena mijenjaju. Trendovi poput ekološko održivog poslovanja, aktivnog odmora i sve manje korištenja posredničkih usluga samo su neki od faktora koje je bitno uvrstiti u marketinšku bilancu. Uz trendove, prikazan je i psihološki proces motivacije turista te doživljaji kojima su prožeti početkom i završetkom putovanja. Prilikom izrađivanja rada koristila se kvalitativno-deskriptivna metoda te metoda analize i sinteze.

As a tourism of special interest, adventure tourism, has strongly developed in the last ten years. The main purpose of this thesis is to demonstrate the importance of developing adventure tourism through a case study, conducted at Ski Lift Belvedere in Medulin, Istria. It describes the general theory of special interest tourism as well as its characteristics, and how it contrasts with mass tourism. Emphasis was placed upon the importance of creating a destination management company, to consolidatate supply and generate an excellent tourist product, while serving the social community. Also, a modern tourist was described, whose needs and preferences change throughout time. Together with trends, the psychological motivation process of tourists was portrayed as well as their experiences from the beginning to the end of the trip. These trends include ecologically-responsible management, active relaxation and less use of intermediary services, and are several of the factors that may be important to put into a marketing plan. For the purpose of market research, a qualitativedescriptive method and a method of analysis and synthesis were used.