Stavovi pripadnika generacije Z o utjecajnim osobama koje promoviraju turističke destinacije

master's thesis

• Title (english): Attitudes of members of generation Z on influencers promoting tourist destination
• Author: Mihaela Grigić
• Mentor: Đurđana Ozretić Došen (mentor)
• Committee member: Sunčana Piri Rajh (član povjerenstva)
• Committee member: Tanja Komarac (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Marketing); Zagreb
• Defense date and country: 2024-06-27, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

Ovaj diplomski rad istražuje stavove pripadnika generacije Z prema utjecajnim osobama koje promoviraju turističke destinacije. Ciljevi rada su definirati pojam utjecajne osobe, istražiti njihove vrste i ulogu u marketingu, analizirati primjere uspješnih utjecajnih osoba u ovoj kategoriji te opisati obilježja generacije Z i njihove stavove o temi rada. Anonimni upitnik distribuiran je među pripadnicima generacije Z, a prikupljeni podaci su analizirani i prikazani opisno i grafički. Rezultati pokazuju da utjecajne osobe oblikuju stavove pripadnika generacije Z prilikom donošenja odluka o putovanjima te da ih pripadnici generacije Z preferiraju zbog njihove autentičnosti i vjerodostojnosti. Preporuke utjecajnih osoba pomažu im u istraživanju i planiranju putovanja te povećavaju povjerenje u određene destinacije. Ovaj rad doprinosi razumijevanju uloge utjecajnih osoba u promociji turističkih destinacija te nudi strategije za njihovo učinkovito korištenje, naglašavajući potrebu za autentičnim i transparentnim sadržajem. Istraživanje pruža korisne uvide za marketinške stručnjake i destinacije koje žele bolje razumjeti pripadnike generacije Z i prilagoditi svoje marketinške strategije. Također, pomaže utjecajnim osobama da bolje razumiju svoju publiku i poboljšaju svoj sadržaj.

Abstract (english)

This thesis explores the attitudes of Generation Z members towards influencers who promote tourist destinations. The objectives of the study are to define the concept of influencers, investigate their types and role in marketing, analyze examples of successful influencers in this category, and describe the characteristics of Generation Z along with their attitudes towards the topic. An anonymous questionnaire was distributed among members of Generation Z, and the collected data were analyzed and presented descriptively and graphically. The results show that influencers shape the opinions of Generation Z when making travel decisions, and that members of Generation Z prefer them for their authenticity and credibility. Influencer recommendations help them in researching and planning trips, increasing trust in certain destinations. This thesis contributes to understanding the role of influencers in promoting tourist destinations and offers strategies for their effective use, emphasizing the need for authentic and transparent content. The research provides valuable insights for marketing professionals and destinations aiming to better understand Generation Z and tailor their marketing strategies accordingly. Additionally, it helps influencers better understand their audience and improve their content.

• Keywords: utjecajne osobe; marketing utjecajnih osoba; generacija Z; promocija turističke destinacije
• Keywords (english): influencers; influencer marketing; generation Z; promotion of tourist destination
• Language: croatian
• URN:NBN: urn:nbn:hr:148:288129
• Study programme: Title: Business economics; Study programme type: university; Study level: integrated undergraduate and graduate; Academic / professional title: sveučilišni magistar ekonomije/sveučilišna magistra ekonomije (sveučilišni magistar ekonomije/sveučilišna magistra ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Open access
• Created on: 2024-06-27 15:38:28