ANALIZA MARKETINŠKIH AKTIVNOSTI ODABRANIH ADVENTSKIH MANIFESTACIJA U EUROPI

master's thesis

• Title (english): ANALYSIS OF MARKETING ACTIVITIES OF SELECTED ADVENT EVENTS IN EUROPE
• Author: Nives Mikšić
• Mentor: Josip Mikulić (mentor)
• Committee member: Darko Prebežac (predsjednik povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Tourism); Zagreb
• Defense date and country: 2021-09-28, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Trade and Tourism

Abstract

Već dugi niz godina, urbane su destinacije vrlo privlačna turistička mjesta. Međutim, u
vrijeme Adventa, takve urbane destinacije dobivaju još više na značenju. To je
zasigurno uvjetovano kvalitetom turističkog sadržaja, ali i povećanim marketinškim
aktivnostima koje se provode u svrhu promocije destinacije. Predmet ovog rada jest
rast turističke potražnje za adventskim manifestacijama te kreiranje i rast turističkih
ponuda u skladu s potražnjom za adventskim manifestacijama. U skladu s predmetom
rada formiran je i cilj rada; analizirati te usporediti aktivnosti te turističku ponudu
adventskih manifestacija u Europi. U radu su korišteni sekundarni podaci koji su
prikupljeni iz stručne literature s predmetnog područja, a ona uključuje knjige,
znanstvene članke te internetske stranice od interesa. Osim teorijskog dijela o
marketingu u turizmu, u ovom će se radu analizirati marketinški miks tri popularne
manifestacije u Europi; Advent u Zagrebu, Advent u Budimpešti te Advent u Beču.

Abstract (english)

For many years, urban destinations have been very attractive tourist destinations.
However, at the time of Advent, such urban destinations are gaining even more
importance. This is certainly conditioned by the quality tourist content, but also by the
increased marketing activities carried out for the purpose of promotional destinations.
The subject of this paper is the growth of tourist demand for Advent events and the
creation and growth of tourist offers in accordance with the demand for Advent events.
In accordance with the subject of the paper, the goal of the paper was formed; analyze
and compare the activities and tourist offer of Advent events in Europe. The paper
uses secondary data collected from the professional literature in the subject area, and
it includes books, scientific articles and websites of interest. In addition to the
theoretical part on marketing in tourism, this paper will analyze the marketing mix of
three popular events in Europe; Advent in Zagreb, Advent in Budapest and Advent in
Vienna.

• Keywords: Advent; marketing; marketinški miks; turizam
• Keywords (english): Advent; marketing; marketinški miks; turizam
• Language: croatian
• URN:NBN: urn:nbn:hr:148:783152
• Study programme: Title: Business Economics; Study programme type: university; Study level: integrated undergraduate and 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: 2021-09-29 11:42:10