Uloga ''Ultra Music Festivala'' u formiranju imidža Splita kao destinacije manifestacijskog turizma

master's thesis

• Title (english): The role of ''Ultra Music Festival'' in forming the image of Split as a destination of manifestation tourism
• Author: Lucija Vlašić
• Mentor: Josip Mikulić (mentor); MBZ: 258475
• Committee member: Petra Barišić (predsjednik povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; Zagreb
• Defense date and country: 2020-09-22, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics

Abstract

„Turizam je jedna od najprofitabilnijih grana u svijetu koja utječe na ekonomski razvoj destinacije.“ Kroz kvalitetnu turističku ponudu, destinacija postaje sve atraktivnija, a u današnje vrijeme prepoznatljiv imidž postaje jedna od vodećih strategija s obzirom da svi gradovi postaju međusobno konkuriraju u privlačenju resursa. Turisti postaju sve iskusniji i zahtjevniji, a za mnoge od njih manifestacije su razlog dolaska u određenu destinaciju. Da bi destinacija privukla posjetitelje, mora imati turistički proizvod sa određenim sadržajima koji će turistima pružiti zanimljiv doživljaj i iskustvo te koji će doprinositi produženju njihova boravka u destinaciji i stvarati pozitivni imidž. Ovaj diplomski rad govori o učincima koje „Ultra Music Festival“ ima na gospodarski razvoj grada Splita. Split koji je drugi po veličini grad u Republici Hrvatskoj, a nekada izrazito tranzitna destinacija, zadnjih nekoliko godina doživljava turistički razvoj što se vidi po broju posjetitelja koji svake sezone sve više raste. „Ultra Music Festival“ postaje najvažniji razlog zbog kojeg gosti dolaze, a to se potvrđuje činjenicom da „Ultra“ postaje među najposjećenijim glazbenim festivalima u Hrvatskoj. Ova manifestacija prikazuje galopirajući turistički razvitak grada Splita gdje generira prihode za destinaciju i njezine uslužne djelatnosti poput smještaja, ugostiteljstva, trgovine, prometa, taxi prijevoza i transfera, a također je potrebno naglasiti da je to turistički proizvod koji privlači novi profil turista i koji se razlikuje od dosadašnjih uobičajenih proizvoda koje Hrvatska ima u svojoj ponudi (sunce i more). Također se radi i o dodatnoj vrijednosti za postojeću turističku ponudu grada Splita te se zbog festivala Split uvrštava među najbolje festivalske destinacije svijeta.

Abstract (english)

„Tourism is one of the most profitable branch in the world which affects on economic development of the destination.“ Through a quality tourist offer, the destination is becoming more attractive, and nowadays, when all cities become competitors in attracting resources, their recognizable image becomes one of the leading strategies. Tourists are becoming more experienced and demanding, and for many of them, events are the reason for coming to a certain destination. For the destination to attract visitors, it must have a tourism product with specific amenities that will provide tourists with an interesting experience and a sense of adventure, which will contribute to the prolongation of their stay in the destination and create a positive image. This thesis focus on the effects that the Ultra Music Festival has on the economy of the city of Split. Split, which is the second largest city in Croatia, has often been considered as a transit destination in the past, but in the last few years, it has experienced tourist development and has more and more visitors from season to season. “Ultra Music
Festival” is becoming a biggest reason why visitors come, which confirms the fact that „Ultra“ is becoming one of the most visited music festivals in Croatia. This event shows the galloping tourism development of the city of Split where it generates revenue for the destination and its service activities such as accommodation, catering, trade, traffic, taxi and transfer and it should also be emphasized that this is a tourist product that attracts new tourists and it is different from the usual products that Croatia has in its offer (sun and sea). It is also an added value for the existing tourist offer of the city of Split and due to the festival, Split is ranked among the best festival destinations in the world.

• Keywords: turistička destinacija; pozitivni imidž; Split; Ultra Music Festival; manifestacija
• Keywords (english): tourist destination; positive image; Split; Ultra Music Festival; manifestation
• Language: croatian
• URN:NBN: urn:nbn:hr:148:642053
• 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: 2020-09-22 12:17:18