master's thesis
MARKETINŠKO UPRAVLJANJE DESTINACIJOM ZA DEFINIRANJE STRATEGIJE BRENDIRANJA (POSLOVNI SLUČAJ: GRAD SPLIT)

Franko Balancin (2017)
University of Split
Faculty of economics Split
Metadata
TitleMARKETINŠKO UPRAVLJANJE DESTINACIJOM ZA DEFINIRANJE STRATEGIJE BRENDIRANJA (POSLOVNI SLUČAJ: GRAD SPLIT) : Diplomski rad
AuthorFranko Balancin
Mentor(s)Neven Šerić (thesis advisor)
Abstract
Marketinško upravljanje za definiranje strategije brendiranje je u današnje doba globalizacije i velikih promjena iznimno složen proces. Ukusi, potrebe i želje potrošača u turizmu se vrlo brzo mijenjaju i različiti su. Ono na čemu se najviše zasniva ponuda Mediterana su „sunce i more“, no u današnjem svijetu to jednostavno nije dovoljno. Upravo u toj činjenici leži razlog zašto se destinacije moraju potruditi stvarati nove oblike turizma, nove proizvode, biti jedinstveni na tržištu kako bi pridobili optimalni i ciljani broj turista. Cilj rada je bio ustanoviti koju točno strategiju brendiranja provesti putem marketinškog upravljanja destinacijom i kako stvoriti taj dodatni resurs koji će pozicionirati Split na tržištu i omogućiti mu veći stupanj konkurentnosti. Istraživanje je pokazalo kako bez implementacije marketinškog upravljanja destinacijom nema efikasnog brendiranja iste. Odnosno, vidljivo je kako se Split doslovce otvarao svakoj mogućnosti koja mu se pružala, no to za posljedicu ima da je Split samo još jedna od nedefiniranih destinacija na Mediteranu i nije brendiran. Strategiju brendiranja destinacije, moguće je praktično temeljiti na definiranom marketinškom spletu destinacije. No ipak, u pogledu cijene, prodaje, promocije nema strateškog opredjeljenja niti sustavnog upravljanja marketinškim spletom. Zaključno, teorijski model marketinškog upravljanja turističkom ponudom kakav je prikazan u radu, sadrži iskoristive smjernice koje treba prevesti u odluke na razini jedinica lokalne samouprave, na taj način bi bile uklonjene mnoge nedorečenosti i slabosti u upravljanju destinacijskom ponudom. U takvim je uvjetima moguće kreirati prepoznatljivu i jasno definiranu turističku marku destinacije.
KeywordsMarketing destination brand management Split
GranterUniversity of Split
Faculty of economics Split
PlaceSplit
StateCroatia
Scientific field, discipline, subdisciplineSOCIAL SCIENCES
Economics
Marketing
Study programme typeuniversity
Study levelgraduate
Study programmeTourism and Hotel Management
Academic title abbreviationmag. oec.
Genremaster's thesis
Language Croatian
Defense date2017-02
Parallel abstract (English)
Marketing management in order to define branding strategy is extremely complicated process. Consumers' needs and desires are different from one consumer to another and in a huge variety. Mediterranean's supply is based on „sea and sun“, but nowadays, those supply segments are not enough to please needs and desires. That is the main reason why destinations have to make effort to gain an optimal number of consumers, create new products and be unique in the market. The main goal of the paper was to define which strategy exactly is the most desirable for the city of Split, and how to make unique product to be more competitive. Research has shown that without implementation of destination marketing management, destination can not brand itself. In the case of the city of Split, the problem is that it is one of the Mediterranean cities, but not „the one“, the unique one which tourist will perceive as different from other Mediterranean cities. Branding destination strategy is possible to base on defined destination marketing mix. However, in a case of Split, price, distribution and promotion are not strategic defined, and also there is no systematic marketing mix management. To summarize everything, it is needed to be said that theoretical model of marketing tourist destination management which is presented in the paper, consists useable guidelines which are yet to be transformed to concrete decisions in case of Split at the level of local governments. Only in that case lots of threats and weaknesses in destination supply management would be removed. Under those circumstances, it is possible to create defined tourist destination brand.
Parallel keywords (Croatian)Marketing destinacija marka upravljanje Split
Resource typetext
Access conditionOpen access
Terms of usehttp://rightsstatements.org/vocab/InC/1.0/
URN:NBNhttps://urn.nsk.hr/urn:nbn:hr:124:234659
CommitterIvana Gizdić