E-marketing turističkih destinacija s posebnim naglaskom na tržišnu komunikaciju

master's thesis

• Author: Filip Vrban
• Mentor: Josip Mikulić (mentor)
• Committee member: Josip Mikulić (predsjednik povjerenstva)
• Committee member: Petra Barišić (član povjerenstva)
• Committee member: Darko Prebežac (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Tourism); Zagreb
• Defense date and country: 2022-07-12, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Trade and Tourism

Abstract

Turističke destinacije su u posljednjih nekoliko godina bile primorane osvrnuti se na vlastitu E-marketing strategiju iz nekoliko razloga: razvoj digitalnih platformi, promjene navika turista te pandemije Covida-19. U ovom radu je prikazano kako izgleda E-marketing splet turističke destinacije u Hrvatskoj, na koji način on komunicira i promovira svoju turističku ponudu te
ostvaruje prisutnost u digitalnom svijetu. Također prikazano je i kako primjenjivanje novih tehnologija ostavlja svoj utisak u turističkom sektoru. Jedan od najvažnijih kanala, ako ne i najvažniji kanal za E-marketing turističkih destinacija danas su društveniji mediji i platforme. Korištenje takvih kanala za plaćenu ili organsku promociju za turističke destinacije predstavlja neizostavan dio ako želi imati uspješnu marketinšku komunikaciju. Jedan od glavnih razloga zašto su društveni mediji postali glavni kanal za komunikaciju su navike turista koje su se naglo promijenile nakon pojave Covida-19. Kako bi se svladala digitalna komunikacija putem takvih kanala potrebno je stručno znanje za korištenje alata koju omogućavaju komunikaciju s velikim brojem potencijalnih turista.

Abstract (english)

In the last few years, tourist destinations have been forced to look at their own E-marketing strategy for several reasons: the development of digital platforms, changes in tourist habits and the Covid-19 pandemic. This paper shows what the E-marketing network of tourist destinations in Croatia looks like, how it achieves a presence in the digital world by communicating and promoting its tourist offer. It is also shown how the application of new technologies leaves its impression in the tourism sector. One of the most important channels, if not the most important channel for E-marketing of tourist destinations today, is social media and platforms. Using such channels for paid or organic promotion for tourist destinations is an indispensable part if you want to have successful marketing communication. One of the main reasons why social media has become the main channel for communication is the habits of tourists that have changed suddenly after the emergence of Covid-19. In order to master digital communication through such channels, expert knowledge is needed to use tools that enable communication with a large number of potential tourists.

• Keywords: turistička destinacija; E-marketing; digitalna komunikacija; društveni mediji; nove tehnologije
• Keywords (english): tourist destination; E-marketing; digital communication; social media; new technologies
• Language: croatian
• URN:NBN: urn:nbn:hr:148:610250
• Study programme: Title: 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 authenticated users
• Created on: 2022-07-13 11:25:44