master's thesis
STRATEGIJA GLOBALNOG POZICIONIRANJA MARKE DESTINACIJE – OTOK BRAČ

Vojna Cepernić (2016)
University of Split
Faculty of economics Split
Metadata
TitleSTRATEGIJA GLOBALNOG POZICIONIRANJA MARKE DESTINACIJE – OTOK BRAČ : diplomski rad
AuthorVojna Cepernić
Mentor(s)Neven Šerić (thesis advisor)
Abstract
Ovim diplomskim radom nastojalo se dobiti uvid u osnovnu problematiku kreiranja strategije globalnog pozicioniranja marke destinacije otoka Brača, te jasniji uvid u specifične resurse kojima raspolaže. Prvo je obrađen teorijski aspekt kreiranja i pozicioniranja marke na konkurentnom turističkom tržištu. Ovaj aspekt odnosi se na definiranje i kreiranje marke destinacije, te na osnovne aktivnosti koje je potrebno provoditi kako bi se markom uspješno upravljalo. Teorijski aspekt primjenjen je na konkretnom poslovnom slučaju otoka Brača. Pomoću sekundarnih podataka i rezultata dobivenih primarnim istraživanjem, definirani su konkretni specifični resursi i preporučljive sastavnice marke destinacije otoka Brača na kojima bi se trebale temeljiti daljnje aktivnosti kreiranja strategije globalnog pozicioniranja marke ove otočne destinacije.
Keywordsbrand strategy island tourist destination
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 date2016-08
Parallel abstract (English)
The main purpose of this paper is to get closer insight into basic issues of the process of creating the strategy for global positioning of a destination brand of the island of Brač, and to get closer insight into its specific resources. The theoretic aspect of creating and positioning a destination brand on a competitive tuorism market, was considered first. This aspect referes to defining and process of creating a destination brand, and also, it refers to basic activities that are necessary to be applied so that a destination brand can be successfully managed. This theoretic aspect is applied on a specific case study of the island of Brač. Using the secondary data and the results of the primary research, the specific resources and recommendable elements for a brand of the island of Brač, on which further activities for creating the strategy for global positioning of this island destination should be based, are defined.
Parallel keywords (Croatian)brend strategija otočna turistička destinacija
Resource typetext
Access conditionOpen access
Terms of usehttp://rightsstatements.org/vocab/InC/1.0/
URN:NBNhttps://urn.nsk.hr/urn:nbn:hr:124:086492
CommitterIvana Gizdić