Upravljanje markom destinacije

master's thesis

• Title (english): Destination branding
• Author: Zvonimir Todorić
• Mentor: Đurđana Ozretić Došen (mentor)
• Committee member: Zoran Krupka (predsjednik povjerenstva)
• Committee member: Vatroslav Škare (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; Zagreb
• Defense date and country: 2016-06-01, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

Rad se bavi upravljanjem markom destinacije, njenim osnovama, specifičnostima te njenim stvaranjem i razvojem. Upravljanjem markom destinacije se nastoji na temelju već postojećih značajki oblikovati i njegovati identitet destinacije. Taj identitet se potom ciljnim javnostima komunicira na konzistentan, istaknut i privlačan način. Time se nastoji povoljno utjecati na imidž destinacije te tako utjecati na namjeru posjeta destinaciji i njenu konkurentnost općenito. Upravljanje markom destinacije uz komunikaciju uključuje i implementaciju marke u samoj destinaciji. To uključuje komunikaciju s lokalnim stanovništvom, uspostavljanje partnerstva s interesnim skupinama te promjene u destinaciji kojima se nastoji obećanje marke pretvoriti u stvarnost. U teorijskom pregledu objašnjeni su pojmovi marke destinacije i upravljanja markom destinacije te vezani pojmovi poput marke mjesta. Nadalje, objašnjene su i specifičnosti upravljanja markom destinacije kao i ciljevi koji se nastoje ispuniti upravljanjem markom destinacije. Posebna pozornost posvećena je prikazu procesa razvoja marke i upravljanja markom te povezanim aktivnosti. U teorijskom djelu rada također je prikazano upravljanje markom na primjeru Republike Češke. Ta zemlja je ujedno i predmet istraživanja u primarnom istraživanju. U primarnom istraživanju cilj je bio istražiti kakav imidž uživa Republika Češka među ispitanicima u Republici Hrvatskoj. Ima li za njih drugih atraktivnih destinacija u toj zemlji osim glavnog grada Praga, prepoznaju li neke odrednice pozicioniranja njene marke destinacije te kako ocjenjuju znak i slogan marke destinacije te zemlje. Primarno istraživanje provedeno je na uzorku od 103 ljudi primjenom anketnog upitnika.

Abstract (english)

The thesis deals with destination branding, its foundations, specifics and its creation and development. The aim of destination branding is to shape and foster a destination's identity based on already existing destination attributes. This identity is then communicated to target audiences in a consistent, prominent and attractive manner, thus positively influencing a destination's image which in turn can influence the intent to visit the destination and its competitiveness in general. Along with communicating the brand, destination branding includes implementing the brand in the destination itself. This includes communicating with the local residents, forging partnerships with stakeholders and changes within the destinations which aim to turn the brand proposition into reality. In the theoretical review the terms destination brand and destination branding are explained, as well as related terms such as place brand. Furthermore, the specifics of destination branding are explained, as well as the goals that it aims to accomplish. The process of developing and managing a destination brand and activities related to it have been given special focus. In the theoretical part of the thesis, destination branding is also depicted in the example of Czech Republic. The aforementioned country is also the focus of primary research. The aim of primary research was to explore what kind of image that country has among the respondents in the Republic of Croatia. Do they feel there are other attractive destinations in that country besides the capital Prague, do they recognize certain positioning determinants of its destination brand and how do they rate the logo and slogan of that country's destination brand. The primary research was conducted on a sample of 103 respondents using a survey questionnaire.

• Keywords: upravljanje markom destinacije; upravljanje markom zemlje; identitet; Republika Češka
• Keywords (english): Destination branding; country branding; identity; Czech Republic
• Language: croatian
• URN:NBN: urn:nbn:hr:148:882102
• 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: 2016-09-28 13:16:29