Terorizam i mračni turizam : analiza marketinških strategija za promociju sigurnih i odgovornih turističkih destinacija

master's thesis

• Title (english): Terrorism and dark tourism : analysis of marketing strategies for the promotion of safe and responsible tourist destinations
• Author: Martina Marijanac
• Mentor: Petra Barišić (mentor)
• Committee member: Danijela Ferjanić Hodak (član povjerenstva)
• Committee member: Kristina Bučar (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Tourism); Zagreb
• Defense date and country: 2024-04-16, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Trade and Tourism

Abstract

Terorizam i mračni turizam trajno su prisutni u svjetskom kontekstu, stvarajući izazove za sigurnost turista i lokalnih zajednica. Unatoč naporima nekih država za smanje učestalosti terorističkih napada i unaprjeđenju sigurnosnih uvjeta, latentna mogućnost takvih incidenata ostaje stalna u bilo kojem dijelu svijeta. Cilj ovog diplomskog rada je analizirati povezanost između terorizma, mračnog turizma i primijenjenih marketinških strategija u turističkim destinacijama. Isto tako, istražuje se ključna uloga sigurnosti, odgovornosti, održivosti i percepcije u očuvanju konkurentnosti destinacija koje su suočene s terorističkim napadima, prirodnim katastrofama i drugim tragičnim događajima. Važno je da turističke destinacije razviju i primijene adekvatne mjere sigurnosti te promoviraju sigurnost i odgovornost putem marketinških strategija. Marketinške strategije za promociju mračnog turizma, kao i destinacija pogođenih terorizmom, trebaju se provoditi pažljivo i odgovorno prvenstveno kroz edukativni aspekt. Također je važno da turisti budu odgovorni i informirani o situaciji u određenoj zemlji ili regiji prije nego što planiraju svoje putovanje. Prema svemu navedenom, može se zaključiti kako je marketing iznimno važan za promociju destinacija koje su bile pogođene tragičnim događajima. U svijetu obilježenom povećanom prijetnjom terorizma, važno je razumjeti kako takvi događaji mogu utjecati na turizam, isto tako, kako odgovarajuće marketinške strategije mogu pomoći u obnovi i promociji sigurnih i odgovornih turističkih destinacija.

Abstract (english)

Terrorism and dark tourism are a permanent presence in the global context, creating challenges for the safety of tourists and local communities. Despite the efforts of some countries to reduce the frequency of terrorist attacks and improve security standards, the latent possibility of such incidents remains constant anywhere in the world. The main objective of this thesis is to analyze the interconnection between terrorism, dark tourism, and applied marketing strategies in tourist destinations. It also delves into the pivotal roles of safety, responsibility, sustainability, and perception in preserving the competitiveness of destinations affected by terrorist attacks, natural disasters, and other tragic events. It is essential for tourist destinations to develop and implement adequate security measures and promote safety and responsibility through marketing strategies. Marketing strategies for promoting dark tourism, as well as destinations impacted by terrorism, should be executed carefully and responsibly, with a primary focus on the educational aspect. Additionally, it is crucial for tourists to act responsibly and be well-informed about the situation in a particular country or region before planning their travels. In conclusion, it can be inferred that marketing plays an exceptionally vital role in promoting destinations that have been affected by tragic events. In a world marked by an increased terrorism threat, understanding how such incidents can impact tourism and how appropriate marketing strategies can aid in the recovery and promotion of safe and responsible tourist destinations is of paramount importance.

• Keywords: turizam; terorizam; mračni turizam; sigurnost destinacije; marketinške strategije
• Keywords (english): turism; terrorism; dark tourism; destination safety; marketing strategies
• Language: croatian
• URN:NBN: urn:nbn:hr:148:734550
• Study programme: Title: Business economics; Study programme type: university; Study level: integrated undergraduate and graduate; Academic / professional title: sveučilišni magistar ekonomije/sveučilišna magistra ekonomije (sveučilišni magistar ekonomije/sveučilišna magistra ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to students and staff of home institution
• Created on: 2024-06-07 11:55:38