Kreativnost u marketinškoj komunikaciji turističkih destinacija na društvenim medijima

master's thesis

• Title (english): Creativity in marketing communication of tourist destinations on social media
• Author: David Boca
• Mentor: Petra Barišić (mentor)
• Committee member: Petra Barišić (predsjednik povjerenstva)
• Committee member: Vatroslav Škare (član povjerenstva)
• Committee member: Tanja Komarac (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Marketing); Zagreb
• Defense date and country: 2024-09-19, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

Ovaj diplomski rad istražuje ulogu kreativnosti u marketinškoj komunikaciji turističkih destinacija na društvenim medijima. Cilj rada bio je utvrditi kako kreativni pristupi oblikovanju sadržaja utječu na uspješnost marketinške komunikacije te identificirati najučinkovitije metode generiranja sadržaja. U istraživanju su korišteni sekundarni podaci prikupljeni iz relevantne znanstvene literature i web stranica, dok su primarni podaci dobiveni putem dubinskog intervjua. Kvalitativna analiza obuhvatila je studiju slučaja marketinških kampanja Hrvatske turističke zajednice, s fokusom na kreativne elemente i njihov utjecaj na angažman publike. Rezultati istraživanja pokazuju da kreativnost značajno doprinosi privlačenju i zadržavanju pažnje korisnika na društvenim medijima, dok storytelling i korisnički generirani sadržaj (UGC) stvaraju emocionalnu povezanost s publikom. Zaključno, rad naglašava važnost kreativnih pristupa u digitalnom marketingu turističkih destinacija kao ključ za postizanje dugoročnog uspjeha i lojalnosti posjetitelja.

Abstract (english)

This thesis investigates the role of creativity in the marketing communication of tourist destinations on social media. The objective was to determine how creative approaches to content creation impact the success of marketing communication and to identify the most effective methods for generating content. The research utilized secondary data collected from relevant scientific literature and websites, while primary data were obtained through an in-depth interview. The qualitative analysis included a case study of marketing campaigns by the Croatian National Tourist Board, focusing on creative elements and their impact on audience engagement. The findings indicate that creativity significantly contributes to attracting and retaining user attention on social media, while storytelling and user-generated content (UGC) create an emotional connection with the audience. In conclusion, the thesis highlights the importance of creative approaches in the digital marketing of tourist destinations as a key to achieving long-term success and visitor loyalty.

• Keywords: kreativnost; marketinška komunikacija; turističke destinacije; društveni mediji; storytelling; korisnički generirani sadržaj
• Keywords (english): creativity; marketing communication; tourist destinations; social media; storytelling; user-generated content
• Language: croatian
• URN:NBN: urn:nbn:hr:148:519092
• 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: 2024-09-20 08:18:06