Marketing kulturnog turizma otoka Hvara

master's thesis

• Title (english): Marketing of cultural tourism of island Hvar
• Author: Valentina Šantić
• Mentor: Darko Prebežac (mentor)
• Committee member: Josip Mikulić (predsjednik povjerenstva)
• Committee member: Zvjezdana Hendija (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; Zagreb
• Defense date and country: 2015-09-28, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics

Abstract

Rad istražuje zastupljenost kulturnog turizma na otoku Hvaru te utjecaj marketinga u kulturnom turizmu. Kulturni turizam označava kretanje ljudi koje je uzrokovano kulturnim atrakcijama izvan njihovog uobičajenog mjesta stanovanja, s namjerom sakupljanja novih informacija i iskustava kako bi zadovoljili svoje kulturne potrebe. Ima dugu povijest i sa svojim korijenima, još iz Grand Tour putovanja, predstavlja originalan oblik turizma. Hvar, kao kolijevka hrvatskog turizma, može se pohvaliti sa 147 godina starom turističkom tradicijom, i danas je svjetski poznato turističko odredište, kojeg posjećuju najzahtjevniji posjetitelji iz cijelog svijeta. Motivi koji potiču kulturne turiste da kao destinaciju odaberu otok Hvar jesu njegova bogata povijest i kulturna baština. Generacijska ljestvica kulturnih turista otoka Hvara je široka, ali najvažniji segment njegove kulturno-turističke potražnje predstavljaju posjetitelji mlađe životne dobi. Turistički centri kulture su Jelsa, Grad Hvar, Stari grad i Sućuraj.

Abstract (english)

The work explores abundance of cultural tourism at Hvar island, as well as the marketing influence in the cultural tourism. The cultural tourism symbolizes peoples' movement which is caused by the cultural atractions outside their common whereabouts, with the intention of collecting new information and experiences in order to satisfy their cultural needs. It has a long history and with its Grand Tour root represents the original cultural form. Hvar island, as the cradle of croatian tourism, can be complemented with 147 year-old turistic tradition. Today it is a world known turistic destination visited by the most demanding visitors from all around the globe. Motifs stimulating cultural tourists to choose Hvar island as their destination are island's rich history and cultural legacy. Cultural tourist generation scale is wide but the most important segment of its cultural touristic claims represent visitors of younger age. Touristic cultural centres are Jelsa, Hvar town, Old town and Sućuraj.

• Keywords: kulturni turizam; marketing u kulturnom turizmu; otok Hvar
• Keywords (english): cultural tourism; marketing in the cultural tourism; Hvar island
• Language: croatian
• URN:NBN: urn:nbn:hr:148:231271
• 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: 2016-11-17 16:03:53