master's thesis
ODNOSI S JAVNOŠĆU U FUNKCIJI PROMOCIJE MANIFESTACIJE

Marina Kasalo (2016)
University of Split
Faculty of economics Split
Metadata
TitleODNOSI S JAVNOŠĆU U FUNKCIJI PROMOCIJE MANIFESTACIJE : diplomski rad
AuthorMarina Kasalo
Mentor(s)Ivana Bilić (thesis advisor)
Abstract
Glazbene manifestacije se smatraju jednom od najbrže rastućih vrsta turističkih atrakcija. Ultra Music Festival je poznati festival elektroničke glazbe na otvorenom, čija se europska inačica već tri godine odvija u Splitu, te je odličan primjer velike glazbene manifestacije. Kako bi se manifestacija ovih razmjera uspješno odvijala u domaćinskoj destinaciji bitno je da ima značajnu podršku lokalnog stanovništva kao važnog dionika u organizaciji manifestacije. Korištenje odnosa s javnošću u svrhu promocije može znatno pomoći promotorima manifestacije u formiranju pozitivnog javnog mnijenja o manifestaciji. Cilj ovog rada je bio utvrditi i objasniti ulogu odnosa s javnošću u promociji glazbene manifestacije, te uočiti učinke djelovanja alata odnosa s javnošću na formiranje javnog mnijenja i doprinosa u stvaranju pozitivnog imidža o samoj manifestaciji. U svrhu testiranja postavljenih istraživačkih hipoteza korištene su metode: analiza medijskih objava, tzv. press clipping, te anketno istraživanje.
Keywordsmusic event Ultra Europe festival public relations promotion public opinion image
GranterUniversity of Split
Faculty of economics Split
PlaceSplit
StateCroatia
Scientific field, discipline, subdisciplineSOCIAL SCIENCES
Economics
Organization and Management
Study programme typeuniversity
Study levelgraduate
Study programmeTourism and Hotel Management
Academic title abbreviationmag. oec.
Genremaster's thesis
Language Croatian
Defense date2016-05
Parallel abstract (English)
Music events are considered one of the fastest growing types of tourist attractions. Ultra Music Festival is a famous open air festival of electronic music, and its european version takes place in Split for three years now, and it is an excellent example of the great music event. To successfully organize event of this magnitude in host destination, it is important to have considerable support of the local community as an important stakeholder in event management. Use of public relations for the purpose of promotion can significantly help the promoters of the event in the formation of positive public opinion about the event. The aim of this study was to determine and explain the role of public relations in promoting music events, and observe the effects of tools of public relations on the formation of public opinion and contribution in creating a positive image of the event. Press clipping and survey research were used for the purpose of testing the set research hypotheses.
Parallel keywords (Croatian)glazbena manifestacija Ultra Europe festival odnosi s javnošću promocija javno mnijenje imidž
Resource typetext
Access conditionOpen access
Terms of usehttp://rightsstatements.org/vocab/InC/1.0/
URN:NBNhttps://urn.nsk.hr/urn:nbn:hr:124:873169
CommitterIvana Gizdić