master's thesis
Uloga novinskog publiciteta i marketinga usmenom predajom u kreiranju marke destinacije Bol

Martina Lukrecija Bonačić (2015)
University of Split
Faculty of economics Split
Metadata
TitleUloga novinskog publiciteta i marketinga usmenom predajom u kreiranju marke destinacije Bol : perspektiva skandinavskog emitivnog tržišta : diplomski rad
AuthorMartina Lukrecija Bonačić
Mentor(s)Neven Šerić (thesis advisor)
Abstract
Problematika ovog rada je pozicioniranje mikrodestinacije Bol na globalnom turističkom tržištu putem marketinškog alata usmene predaje obrađeno analizom percepcija i stavova skandinavskih turista, novinara i tour-operatora. U tu svrhu bila su postavljena tri istraživačka pitanja. Sva su pitanja testiranjem ustanovljena kao utemeljena. Istraživanje je ukazalo na značajan potencijal Hrvatske i mikro destinacije Bol, ali i nedostatak napora u prezentaciji i upravljanjem vlastitom ponudom. Na temelju postoječeg potencijala i uočenih rezultata te zadovoljstva skandinavskih turista oblikovane su smjernice za kreiranje strategije marke destinacije pomoću marketinškog alata usmene predaje. Osnovna strategija jest smanjenje sezonalnosti turističkog prometa putem razvoja selektivnih oblika i dodatnih sadržaja s naglaskom na prirodne ljepote i kulturne baštine. Glavni zaključak rada je kreiranje oblika turizma utemeljeni na iskustvo posjeta koji sam po sebi postaje pokretač stvaranja pozitivnog marketinga usmene predaje koji se internetom širi na globalne razine.
Keywordstourism word of mouth publicity reference group branding
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 date2015-12-01
Parallel abstract (English)
The focus of this study is the problem of positioning micro tourist destination Bol on the global tourist market and its brading mangement through sights of new growing marketing tool „Word Of Mouth“. The research was made and based on the analysis of perceptions and attitudes of Scandinavian tourists, journalists and tour operators towards Croatian tourism. For this purpose three research questions was set to research. All questions were tested and proven to be true. The research revealed the significant potential of Croatia and the potencial of its micro destinations as well as a lack of effort in managing marketing strategies and presenting its supply. Based on existing potential, observed results and satisfaction of Scandinavian tourists guidelines for creating brand strategy for micro destinations where formed through marketing tool word of mouth. The real basic strategy is to reduce the seasonality of tourist traffic through the development of selective forms and adding additional facilities with a focus on the natural beauty and cultural heritage. Creating a form of tourism through a strategy based on „experience of visiting“ which will become a self promoter and creat positive word of mouth marketing, that will be spread across the Internet on a global level.
Parallel keywords (Croatian)turizam marketing usmenom predajom publicitet referentne grupe kreiranje marke.
Resource typetext
Access conditionOpen access
Terms of usehttp://rightsstatements.org/vocab/InC/1.0/
URN:NBNhttps://urn.nsk.hr/urn:nbn:hr:124:936701
CommitterIvana Gizdić