Uloga kulturnih manifestacija u izgradnji marke grada Zagreba

master's thesis

• Title (english): The role of cultural events in the city branding of Zagreb
• Author: Ivana Ban
• Mentor: Đurđana Ozretić Došen (mentor)
• Committee member: Tanja Komarac (predsjednik povjerenstva)
• Committee member: Sunčana Piri Rajh (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

Organiziranje kulturnih manifestacija jedan je on načina kako grad može utjecati na svoj imidž među stanovnicima i posjetiteljima grada te investitorima. Tematika kulturnih manifestacija, kao što su festivali, karnevali, komemoracije, parade, smotre i vjerska događaja, usmjerena je na kulturni aspekt te se tako stvara autentično iskustvo za posjetitelje takvih manifestacija. Cilj rada je otkriti utječu li kulturne manifestacije na izgradnju marke grada, koristeći grad Zagreb kao primjer. Uz analizu teorijskih spoznaja o izgradnji marke grada te utjecaju kulturnih manifestacija na marku grada, provedeno je i primarno, izviđajno, kvalitativno istraživanje. Istraživanje je provedeno u tri faze. U prvoj fazi je napravljen pregled većih kulturnih manifestacija u Zagrebu. Druga faza istraživanja obuhvaćala je projektivnu tehniku asocijacije na riječ “Kulturne manifestacije u Zagrebu”. Treća faza istraživanja provedena je u obliku dubinskih intervjua stanovnika i posjetitelja Zagreba. Istraživanje je pokazalo da stanovnici Zagreba vjeruju da kulturne manifestacije imaju značajnu ulogu u formiranju imidža grada, s posebnim naglaskom na Advent u Zagrebu, Noć muzeja, Festival svjetla i INmusic festival. Većina ispitanika vidi Advent kao kulturnu manifestaciju s najvećim utjecajem na imidž Zagreba, iako su neki izrazili nezadovoljstvo njegovom komercijalizacijom. Noć muzeja se istaknula kao važna zbog besplatnog pristupa, pružajući priliku ljudima da besplatno upoznaju kulturnu baštinu Zagreba. Festival svjetla i INmusic festival prepoznati su kao inovativni i doprinose identitetu modernog Zagreba. Iako većina ispitanika vidi kulturne manifestacije kao pozitivan element, neki su naveli Hod za život i molitelje subotom kao događaje koji ne doprinose pozitivnom imidžu Zagreba.

Abstract (english)

Organizing cultural events is one of the ways a city can influence its image among residents, visitors, and investors. The theme of cultural events, such as festivals, carnivals, commemorations, parades, fairs, and religious events, is focused on the cultural aspect, thus creating an authentic experience for visitors of such events. The aim of this work is to explore whether cultural events affect city branding, using the city of Zagreb as an example. In addition to the analysis of theoretical insights into city branding and the impact of cultural events on the city brand, primary qualitative research was conducted. The research was conducted in three phases. In the first phase, an overview of major cultural manifestations in Zagreb was made. The second phase included word association research on the term 'Cultural Events in Zagreb'. The third phase of the research was conducted in the form of an in-depth interview with residents and visitors of Zagreb. The research revealed that Zagreb's residents believe cultural events significantly influence the city's image, with particular emphasis on Advent in Zagreb, the Night of Museums, the Festival of Lights, and the INmusic festival. Most interviewees view Advent as the cultural event with the greatest impact on Zagreb's image, although some expressed dissatisfaction with its commercialization. The Night of Museums stood out for its free access, providing people with the opportunity to explore Zagreb's cultural heritage at no cost. The Festival of Lights and the INmusic festival are recognized as innovative events contributing to the identity of modern Zagreb. While the majority of interviewees perceive cultural events positively, some mentioned events like the 'March for Life' and Saturday prayer gatherings as not contributing to Zagreb's positive image.

• Keywords: marka grada; izgradnja marke grada; kulturne manifestacije; Zagreb; primarno kvantitativno istraživanje
• Keywords (english): city brand; city branding; cultural events; Zagreb; primary qualitative research
• Language: croatian
• URN:NBN: urn:nbn:hr:148:254367
• 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: Access restricted to authenticated users
• Created on: 2024-07-01 07:19:18