Korištenje digitalnih marketinških alata u procesu brendiranja grada

master's thesis

• Title (english): The usage of digital marketing tools in the process of city branding
• Author: Iva Perak
• Mentor: Dubravka Sinčić (mentor)
• Committee member: Sunčana Piri Rajh (član povjerenstva)
• Committee member: Irena Pandža Bajs (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; Zagreb
• Defense date and country: 2024-09-20, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

Brendiranje gradova definira se kao izgradnja jedinstvenog identiteta mjesta koji nadilazi građansku svijest te korištenje tog identiteta za promicanje financijskih ulaganja, promjene ponašanja korisnika ili generiranje političkog kapitala. Brendiranje gradova postaje ne samo poželjno, već i nužno kako bi se osigurala njegova prepoznatljivost i konkurentnost na domaćem i inozemnom tržištu. Cilj ovoga rada bilo je ispitati korištenje digitalnih marketinških alata u procesu brendiranja gradova. Istraživanje je provedeno nad lokalnim čelnicima pet gradova Vukovarsko-srijemske županije – Ilok, Vukovar, Vinkovci, Županja i Otok. Glavna istraživačka metoda bio je intervju. Gradovi u VSŽ nemaju definirani plan brendiranja, turizam predstavlja glavni faktor u promociji gradova. Uz pomoć digitalnih alata, gradovi promoviraju svoje destinacije. Brendiranje gradova pomoću digitalnih marketinških alata predstavlja ključnu strategiju za gradove koji žele biti prepoznatljivi i konkurentni na globalnoj razini. Ulaganje u digitalne marketinške strategije omogućava gradovima da istaknu svoje jedinstvene vrijednosti i karakteristike, privuku nove prilike i osiguraju održivi rast i razvoj.

Abstract (english)

City branding is defined as the construction of a unique place identity that transcends civic awareness and the use of that identity to promote financial investments, change user behavior, or generate political capital. Branding of cities becomes not only desirable, but also necessary in order to ensure its recognition and competitiveness on the domestic and foreign markets. The aim of this work was to examine the use of digital marketing tools in the process of city branding. The research was conducted on the local leaders of five towns in the Vukovar-Srijem County - Ilok, Vukovar, Vinkovci, Županja and Otok. The main research method was the interview. Cities in VSŽ do not have a defined branding plan, tourism is the main factor in the promotion of cities. With the help of digital tools, cities promote their destinations. Branding cities using digital marketing tools is a key strategy for cities that want to be recognizable and competitive on a global level. Investing in digital marketing strategies enables cities to highlight their unique values and characteristics, attract new opportunities and ensure sustainable growth and development.

• Keywords: marketing; brendiranje; brendiranje grada; digitalni marketinški alati; razvoj
• Keywords (english): marketing; branding; city branding; digital marketing tools; development
• Language: croatian
• URN:NBN: urn:nbn:hr:148:415453
• 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: 2024-09-22 19:55:00