Utjecaj društvenih mreža na poslovanje turističkih agencija

undergraduate thesis

• Author: Jennie Blaškić
• Mentor: Nevenka Čavlek (mentor)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Tourism); Zagreb
• Defense date and country: 2023-09-19, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Trade and Tourism

Abstract

Društvene mreže su stvorene s ciljem ostvarivanja načina interakcije osobe sa svojom obitelji i prijateljima, no kasnije su se razvile u suvremenu komunikacijsku metodu koju koriste razne organizacije s ciljem dolaska do svoje ciljne skupine. Društvene mreže danas imaju veliki utjecaj na poslovanje, tako što pružaju razne mogućnosti za dostizanje povezanosti brenda s potencijalnim kupcima odnosno potrošačima. Influencer marketing predstavlja suradnju poduzeća određene robne marke s influencerom na društvenim mrežama koji ima veliki utjecaj na određenu ciljnu skupinu na određenom tržištu. Ciljevi oglašavanja su najčešće u skladu s poduzetničkom strategijom na kojoj se poduzeće temelji a vezana je uz svijest, znanje, popularnosti, uvjerenja i aktivnosti. S razvojem turizma se povećala i lepeza potreba od strane turista, stoga su turističke agencije na turističkom tržištu počele s izradom aranžmana od kompliciranijih sadržaja koje su rezultirale „paket-aranžmanom“ koji je ujedno smatran idealnim oblikom turističkog aranžmana koji je primjeren potrebama suvremenog tržišta. Suvremeno doba zahtijeva od putničkih agencija da su prisutni na društvenim mrežama poput Facebooka, Instagrama i YouTubea kako bi mogli prikazivati svoje proizvode paket aranžmana.

Abstract (english)

Social networks were created with the aim of achieving a way for a person to interact with his family and friends, but later developed into a modern communication method used by various organizations with the aim of reaching their target group. Today, social networks have a great impact on business, as they provide various opportunities for reaching brand connections with potential customers or consumers. Influencer marketing represents the cooperation of a company of a certain brand with an influencer on social networks who has a great influence on a certain target group in a certain market. The goals of advertising are most often in accordance with the entrepreneurial strategy on which the company is based and is related to awareness, knowledge, popularity, beliefs and activities. With the development of tourism, the range of needs of tourists has also increased, therefore, travel agencies on the tourist market have started creating arrangements with more complicated contents that resulted in a "package-arrangement", which is also considered the ideal form of tourist arrangement suitable for the needs of the modern market. Modern times require travel agencies to be present on social networks such as Facebook, Instagram and YouTube in order to be able to display their package deal products.

• Keywords: društvene; mreže; promocija; influencer; turističke; agencije
• Keywords (english): social; networks; promotion; influencer; tourism; agencies
• Language: croatian
• URN:NBN: urn:nbn:hr:148:165736
• Study programme: Title: Business economics; Study programme type: professional; Study level: undergraduate; Academic / professional title: pristupnik ekonomije/pristupnica ekonomije (pristupnik ekonomije/pristupnica ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Open access
• Created on: 2023-09-19 13:32:59