undergraduate thesis
POZICIONIRANJE ČARTER KOMPANIJE KROZ INTEGRIRANI NAUTIČKI PROIZVOD

Anamarija Babić (2016)
University of Split
Faculty of economics Split
Metadata
TitlePOZICIONIRANJE ČARTER KOMPANIJE KROZ INTEGRIRANI NAUTIČKI PROIZVOD : završni rad
AuthorAnamarija Babić
Mentor(s)Neven Šerić (thesis advisor)
Abstract
Tema ovog završnog rada je pozicioniranje male čarter kompanije u Hrvatskoj u uvjetima velike konkurencije na tržištu. Cilj ovog rada je predstaviti konkurentne sastavnice nautičkog turističkog proizvoda kao temelj za pozicioniranje i diferencijaciju ponude male čarter kompanije. U prvom dijelu rada prezentirane su teorijske osnove vezane za temu rada koje uključuju objašnjenje pojma nautičkog turizma, njegovog razvoja i trenutnog stanja u Hrvatskoj kao i analizu nautičkih turista u Hrvatskoj. U teorijskom dijelu se također objašnjava pojam čarter kompanije, njen asortiman usluga s naglaskom na čarter kompanije u nautičkom turizmu Hrvatske. Empirijski dio rada odnosi se na istraživanje u kojem se ispituju i predstavljaju mogućnosti pozicioniranja male čarter kompanije kroz integrirane nautičke proizvode. U ovom dijelu nalaze se tri primjera integriranih nautičkih proizvoda tipične male čarter kompanije u Hrvatskoj, kao i prijedlozi za pozicioniranje čarter kompanije putem marke, asortimana te gerilskog marketinga.
Keywordsnautical tourism Croatia positioning charter
GranterUniversity of Split
Faculty of economics Split
PlaceSplit
StateCroatia
Scientific field, discipline, subdisciplineSOCIAL SCIENCES
Economics
Marketing
Study programme typeuniversity
Study levelundergraduate
Study programmeBusiness Studies
Academic title abbreviationuniv. bacc.oec.
Genreundergraduate thesis
Language Croatian
Defense date2016-08
Parallel abstract (English)
The theme of this final essay is positioning of a small charter company in Croatia in terms of a competitive market. The aim of this essay is to present competitive elements of nautical tourism offer for positioning and differentiation of a small charter company. The theoretical part related to the topic is presented in the first part of the essay. It includes an explanation of the term of nautical tourism, its development and current situation in Croatia as well as an analysis of nautical tourists in Croatia. The theoretical part also explains the concept of charter companies and its range of services with a focus on charter company in Croatian nautical tourism. The empirical part of the essay refers to the study which examined the possibilities of positioning small charter companies through integrated nautical offers. In this section there are three examples of integrated nautical offers for a typical small charter company in Croatia as well as suggestions for positioning of charter company through the brand, range of goods and guerrilla marketing.
Parallel keywords (Croatian)nautički turizam Hrvatska pozicioniranje čarter.
Resource typetext
Access conditionOpen access
Terms of usehttp://rightsstatements.org/vocab/InC/1.0/
URN:NBNhttps://urn.nsk.hr/urn:nbn:hr:124:938932
CommitterIvana Gizdić