Inovativni pristup hrvatskoj turističkoj ponudi na primjeru projekta Tour de Croatia

master's thesis

• Title (english): Innovative approach to the croatian touristic supply: Tour de Croatia project
• Author: Ivana Milanović Litre
• Mentor: Velimir Srića (mentor)
• Committee member: Oliver Kesar (predsjednik povjerenstva)
• Committee member: Ivan Strugar (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; Zagreb
• Defense date and country: 2015-09-21, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Business Informatics

Abstract

Turizam je jedna od najvažnijih gospodarskih grana u svijetu pa tako i u Republici Hrvatskoj
gdje ona ima dugu tradiciju. Hrvatska se može pohvaliti razvedenom obalom, čistim morem i
obiljem sunca. No, brojni turisti nisu ni svjesni ponude Hrvatske kao turističke destinacije.
Stoga, hrvatski turizam, usprkos svojim bogatstvima, ne iskorištava svoj puni potencijal te je
nužno izgraditi kompleksnije turističke sadržaje kako bi se dugoročno zadovoljila potražnja
turista. Tour de Croatia je idejni projekt koji se odnosi na organizirano putovanje po čitavoj
Hrvatskoj u trajanju od 14 dana. Na taj bi se način turistima pružila prilika da razgledaju cijelu
Hrvatsku za vrijeme trajanja njihovog godišnjeg odmora. Ovakva turistička tura trenutno ne
postoji na tržištu te je u tom smislu inovacija za turizam. Ono što je inovativno kod ture Tour de
Croatia je to što bi se posjetitelji osjećali kao domaći ljudi zahvaljujući brojnim aktivnostima
koje bi im približile autohtoni način života na ovim prostorima. Slijedom suvremenih trendova u
turizmu, nikako se ne smije zaobići Internet kao moćno sredstvo promocije današnjeg doba.
Shodno tome, Tour de Croatia će imati svoju web stranicu i mobilnu aplikaciju, bit će aktivna na
društvenim mrežama, sklopit će se suradnja s blogerima putopiscima, pokrenit će se reklamna
kampanja na relevantnim turističkim web stranicama, a neće izostati ni izrada newsletter-a. Pri
tome će fokus biti na doprinosu elektroničkim inovacijama u svrhu privlačenja i zadržavanja
klijenata te stvaranja originalnog i snažnog turističkog brenda.

Abstract (english)

Tourism is one of the most important industries in the world and also in Croatia, where it has a
long tradition. Croatia has a rugged coastline, clear waters and abundant sunshine. However,
many tourists are not aware of Croatian tourist destinations. Therefore, Croatian tourism, despite
its richness, does not exploit it’s full potential and it is necessary to build a complex of tourist
facilities in order to meet their long-term demand. Tour de Croatia is a preliminary design which
refers to an organized trip throughout Croatia for a period of 14 days. In that way, tourists would
have the opportunity to go on a sightseeing tour of Croatia during their holidays. Currently there
is no such tourism route in the tourism market and it is an innovation for Croatian tourism. What
is different about this tourism tour is that visitors feel like locals because it consists of many
activities that make them closer to the indigenous way of life in this region. Following modern
trends in tourism, it can not bypass the Internet as a powerful source of promotion in today’s
world. Consequently, the Tour de Croatia will have its own website and a mobile application, it
will be active on social networks, it will enter into cooperation with blogger travelers, there will
be an advertising campaign on relevant tourism sites, as well as newsletters. In doing so, the
focus will be on the contribution of electronic innovations to attract and retain customers as well
as create a genuine and strong tourism brand.

• Keywords: turizam; inovacije; turistička tura; internet; mobilna aplikacija; web stranica; hosting
• Keywords (english): tourism; innovation; tourism tour; the internet; mobile application; web hosting
• Language: croatian
• URN:NBN: urn:nbn:hr:148:812579
• Study programme: Title: Business Economics; Study programme type: university; Study level: graduate; Academic / professional title: magistar/magistra ekonomije (magistar/magistra ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to students and staff of home institution
• Created on: 2016-10-07 11:19:22