Analiza marketinške komunikacijske strategije Like kao turističke destinacije

master's thesis

• Title (english): Analysis of marketing communication strategy of Lika as a tourist destination
• Author: Dora Gamilec
• Mentor: Petra Barišić (mentor)
• Committee member: Vanja Krajinović (član povjerenstva)
• Committee member: Darko Prebežac (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Tourism); Zagreb
• Defense date and country: 2023-09-26, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Trade and Tourism

Abstract

U razdoblju silovitog rasta i razvoja društvenih medija, ekonomskih šokova kao što su pandemija i recesija te izrazito razvijene konkurencije, opstanak i uspješnost neke turističke destinacije ovisi o uspješnosti njezine poslovne strategije. Marketinškom komunikacijom i njezinim širenjem, turistički proizvod, usluga, objekt ili destinacija mogu doprijeti do većeg tržišta. Ovaj rad definira marketinšku komunikacijsku strategiju te pojam brenda i imidža destinacije. Provedeno istraživanje daje uvid u percepciju i stavove generacije Z o imidžu Like kao turističke destinacije.

Abstract (english)

In a period of rapid growth and development of social media, economic shocks such as the pandemic and recession, and highly developed competition, the survival and success of some tourist destinations depends on the success of its business strategy. Through marketing communication and its expansion, a tourist product, service, facility or destination can reach a larger market. This paper defines the marketing communication strategy and the concept of destination brand and image. The conducted research provides an insight into the perception and attitudes of generation Z regarding the image of Lika as a tourist destination.

• Keywords: Lika destinacija; imidž destinacije; marka destinacije; marketinška komunikacija
• Keywords (english): Lika destination; destination image; destination brand; marketing communication
• Language: croatian
• URN:NBN: urn:nbn:hr:148:021648
• Study programme: Title: Business Economics; Study programme type: university; Study level: integrated undergraduate and graduate; Academic / professional title: magistar/magistra ekonomije (magistar/magistra ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to students and staff of home institution
• Created on: 2023-09-27 14:25:32