Uloga društvenih mreža u kreiranju destinacijskog imidža Slavonije i Baranje

master's thesis

• Title (english): The role of social media in shaping the destination image of Slavonija and Baranja
• Author: Ana Banek
• Mentor: Đurđana Ozretić Došen (mentor)
• Committee member: Darko Prebežac (predsjednik povjerenstva)
• Committee member: Tanja Komarac (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Marketing); Zagreb
• Defense date and country: 2024-09-24, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

Predmet istraživanja diplomskog rada je uloga koju društvene mreže imaju u kreiranju imidža destinacije Slavonije i Baranje. Ciljevi diplomskog rada su bili: istražiti dosadašnje spoznaje o ulozi i primjeni društvenih mreža u izgradnji destinacijskog imidža, ustanoviti imidž Slavonije i Baranje kreiran na društvenim mrežama na temelju primarnog istraživanja te oblikovati prijedloge za unapređenje i poboljšanje marketinških aktivnosti na društvenim mrežama kako bi se kreirao pozitivan i snažan imidž Slavonije i Baranje. Kako bi se ustanovio imidž Slavonije i Baranje, provedeno je kvantitativno istraživanje anketnim upitnikom na 131 ispitaniku te su rezultati analizirani metodama ispitivanja i deskripcije. Rezultati istraživanja ukazuju na nedovoljnu iskorištenost potencijala društvenih mreža u kreiranju imidža Slavonije i Baranje. Ispitanicima društvene mreže ne pružaju dovoljno informacija o destinaciji, sadržaj smatraju nedovoljno ažurnim. Međutim, imaju pozitivan percipirani imidž destinacije, kojem ne prethode nužno društvene mreže, već preporuke poznanika, kojima najviše vjeruju.

Abstract (english)

The subject of this reaserch in the master thesis is the role that social media has in creating a destination image of Slavonija and Baranja. The goals of the thesis were to review the current knowledge about the role and usage of social media in building a destination image, to establish the image of Slavonia and Baranja created on social media based on the primary research, and to formulate proposals for the improvement of marketing activity on social media in order to create a positive and strong image of Slavonije and Baranja. In order to establish the image of Slavonija and Baranja, a quantitative survey was conducted with a questionnaire on 131 respondents, and the results were analyzed using methods of examination and description. The results of the research point to insufficient use of the potential of social media in creating the image of Slavonia and Baranja. Social media does not provide the respondents with enough information about destinations, they consider the content to be not up-to-date. However, they have a positive perceived image of destination, which is not necessarily preceded by social media but by recommendations from friends , whom they trust the most.

• Keywords: Slavonija i Baranja; društvene mreže; kreiranje destinacijskog imidža
• Keywords (english): Slavonija and Baranja; social media; destination image formation
• Language: croatian
• URN:NBN: urn:nbn:hr:148:130875
• 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: 2024-09-26 07:03:47