Važnost hrvatskog modnog dizajna za promicanje Hrvatske kao turističke destinacije

master's thesis

• Title (english): The importance of the Croatian fashion design for the promotion of Croatia as a tourism destination
• Author: Hedviga Tandara
• Mentor: Sanda Renko (mentor)
• Committee member: Josip Mikulić (predsjednik povjerenstva)
• Committee member: Darko Prebežac (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; Zagreb
• Defense date and country: 2016-02-11, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics

Abstract

Izabrana tema obrađuje promociju Hrvatske kao destinacije na specifičan način i uzima u obzir da moderan tempo života dovodi do promocije od usta do usta, društvenim mrežama, osobnim iskustvom pri posjetu i vodi prenošenju informacija na brz i kreativan način, koji se prvenstveno koristi ljudskom znatiželjom u potrazi za destinacijom kojoj će posvetiti i tako ograničeno vrijeme predviđeno za turističku aktivnost. Današnji turist vjeruje iskustvima ljudi s velikim brojem ''sljedbenika'' na društvenim mrežama, pri čemu prednost odnosi Instagram. Poznati ljudi, u koje se ubrajaju modni dizajneri, koji svoj rad, svojom kvalitetom i uspjehom, prodaju i izvan granice Lijepe naše, otvaranjem svojih prodajnih mjesta u inozemstvu, čestim putovanjima i davanjem izjava za medije, mogu biti nazvani promotorima Hrvatske na tržištima koja se označavaju kao emitivna. Osnovna korištena literatura u radu je ona o turizmu, pretežito o turističkoj destinaciji i promociji uz uvid u psihološki i sociološki pristup turizmu, te ona s područja trgovine koja se temelji na maloprodaji, dok istraživački dio rada pokriva iskustva i zapažanja dizajnera, uz riječi organizatora modnih događaja i modnih stručnjaka, koja su se dobila kvalitativnim istraživanjem metodom intervjuiranja. Rad na inovativan način kroz riječi struke obrađuje značaj hrvatske modne scene za davanje neizravne potpore turizmu kao vodećoj gospodarskoj djelatnosti Hrvatske.

Abstract (english)

The chosen topic is dealing with the promotion of Croatia as a destination on a specific way. It takes into consideration that the modern way of living leads to ''mouth-to-mouth'' promotion, promotion on the social networks, based on the personal experience by visiting and leads to carrying the information on the fast and creative way. Finding the destination where the user will spend ever so limited time separated for the tourist activity is based on human curiosity. Today's tourist trusts the experience of the people with a big number of ''followers'' on the social media, where he gives the advantage to Instagram. Fashion designers are famous people who spread they work across the boarders of Croatia, by opening the shops in the foreign countries. Giving interviews for the media because of their success and quality and travelling a lot, they deserve to be called promoters of Croatia. The markets on which they represent themselves are the markets called emissive from Croatia's tourism experts point of view.
The basic used literature in the paper is the one talking about tourism, especially about tourism destination and promotion with the psycological and sociological insight in tourism. The literature from trade is bases on retail. The research part of the work covers experiences and the observations of fashion designers, uses the words of the organisers of the fashion events and fashion experts, which were obtained by quantitive research using the interview method.
Paper processes the words of the fashion profession on the inovative way explaining how Croatian fashion scene is giving the undirect support to tourism as the leading economic field in Croatia.

• Keywords: moda; destinacija; promocija; društvene mreže
• Keywords (english): fashion; destination; promotion; social networks
• Language: croatian
• URN:NBN: urn:nbn:hr:148:173606
• 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: 2016-11-04 16:25:04