Marketing turističke destinacije na primjeru grada Zadra

master's thesis

• Title (english): Marketing of tourist destinations on the example of the city of Zadar
• Author: Lidija Kuliš
• Mentor: Josip Mikulić (mentor)
• Committee member: Petra Barišić (predsjednik povjerenstva)
• Committee member: Darko Prebežac (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Tourism); Zagreb
• Defense date and country: 2022-01-22, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Trade and Tourism

Abstract

Tema ovog diplomskog rada je: „Marketing turističke destinacije na primjeru grada Zadra“. Rad se sastoji od teorijskog i empirijskog dijela. Glavni fokus je stavljen na upravljanje marketingom u turističkoj destinaciji. Empirijski dio rada obuhvaća kratko anketno istraživanje. Cilj istraživanja je dobiti spoznaje na kojima bi se temeljio i poboljšao turizam grada Zadra s marketinškog aspekta. Anketnim istraživanjem odgovoreno je na pitanje da li je ono preduvjet za donošenje strateških odluka za razvoj turističke destinacije Cilj diplomskog rada je prikaz marketinškog značaja u razvoju neke turističke destinacije, kao i uvid u mogućnost daljnje primjene marketinga kao dugoročnu strategiju poslovanja turističke destinacije koja uvelike jača percepciju potrošača o sveukupnoj turističkoj ponudi. Ovim radom se ustanovilo da je prijeko potrebno uvesti nove oblike turizma koji bi se temeljili na specijalizaciji. Takav oblik turizma zahtjeva diferencijaciju samog turističkog proizvoda ili usluge u destinaciji. Predložen je model razvoja sportskog turizma. Otkriveno je da postoji potreba razvoja selektivnih oblika turizma, s naglaskom na održivi razvoj grada Zadra. Klj

Abstract (english)

The theme of this master's thesis is: “Marketing of tourist destination on the example of the city of Zadar”. The thesis is consisted of a theoretical and an empirical part. The main focus is on marketing management in tourist destinations. The empirical part of the thesis includes a short survey. The aim of the research is to gain knowledge to improve the tourism of the city of Zadar from the marketing aspect. Survey research answers the question of whether it is a prerequisite for making strategic decisions for the development of tourist destinations. The aim of the thesis is to show the marketing importance in the development of a tourist destination, as well as to see the possibility of further application of marketing as a long-term business strategy of tourist destinations that greatly increases consumer perception of the overall tourist offer. This thesis found that it is essential to introduce new forms of tourism based on specialization. This form of tourism requires the differentiation of the tourist product or service in the destination. A model for the development of sports tourism has been proposed. It was discovered that there is a need to develop selective forms of tourism, with an emphasis on the sustainable development of the city of Zadar.

• Keywords: turistička destinacija; turizam; marketing; strategija diferenciranog proizvoda; Zadar.
• Keywords (english): tourist destination; tourism; marketing; differentiated product strategy; Zadar
• Language: croatian
• URN:NBN: urn:nbn:hr:148:917735
• 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: 2022-01-24 16:29:50