Stavovi o vizualnom sadržaju turističkih destinacija na Instagramu

master's thesis

• Title (english): Attitudes on the Visual Content of Tourist Destination on Instagram
• Author: Lea Legin
• Mentor: Morana Fudurić (mentor)
• Committee member: Sandra Horvat (član povjerenstva)
• Committee member: Vatroslav Škare (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Marketing); Zagreb
• Defense date and country: 2024-01-17, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

Diplomski rad temelji se na istraživanju stavova o vizualnom sadržaju turističkih destinacija na Instagramu. S obzirom na to da su društveni mediji značajni u promociji turizma, korisnici većinu potrebnih informacija traže na njima, posebno na Instagramu koji nudi širok spektar vizualnog sadržaja. Temeljni članak za ovaj rad je prema Egger i Yu (2021.) koji ističe da boje imaju velik značaj u komunikaciji turističkih destinacija na društvenim medijima. Stoga se u ovom radu istražio utjecaj boja na stavove o vizualnom sadržaju na društvenim medijima, točnije stavove o objavama na Instagramu.

Za potrebe ovog rada provedeno je istraživanje metodom kvazi-eksperimenta na namjernom prigodnom uzorku ispitanika. Putem anketnog upitnika prikupljeno je 115 ispitanika te je daljnja analiza rezultata pokazala da boje utječu na stav o vizualnom sadržaju turističkih destinacija na Instagramu. Analizom rezultata utvrđeno je da je ispitanicima plava boja privlačnija od narančaste te da se više slažu sa stavovima (zanimljivost, sviđanje, ugodno, privlačno, dojmljivo) kod objava turističkih destinacija koje sadrže plavu boju s temom prirode.

Abstract (english)

The thesis is based on research towards attitudes on the visual content of tourist destinations on Instagram. Given that social media are significant in promoting tourism, users seek most of the information they need on them, especially on Instagram, which offers a wide range of visual content. The basic article for this work is according to Egger Yu (2021), who points out that colors are of great importance to the communication of tourist destinations on social media. Therefore, this paper explored the impact of colors on attitudes about visual content on social media, more precisely, attitudes about posts on Instagram.

For the purposes of this work, quasi-experimental research was conducted on a purposeful image convenient non-probablistic sample of respondents. 115 responses were collected through a questionnaire, and further analysis of the results showed that colors have an influence on the attitude towards the visual content of tourist destinations on Instagram. Analysis of the results found that the blue color was more attractive than orange to respondents and that they have a more positive attitude (appealing, good, pleasant, favorable, likable) towards tourist destinations that use blue colors in nature-themed posts on social media.

• Keywords: vizualan sadržaj; turistička destinacija; Instagram; stavovi
• Keywords (english): Visual Content; Tourist Destination; Instagram; Attitudes
• Language: croatian
• URN:NBN: urn:nbn:hr:148:996149
• Study programme: Title: Digital marketing; Study programme type: professional; Study level: specialist graduate; Academic / professional title: magistar ekonomije/magistra ekonomije (magistar ekonomije/magistra ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Open access
• Created on: 2024-01-17 18:19:01