Uloga društvenih mreža u procesu donošenja odluke o turističkoj destinaciji

master's thesis

• Title (english): The role of social networks in the process of deciding on a tourist destination
• Author: Bernard Radonić
• Mentor: Goran Vlašić (mentor)
• Committee member: Morana Fudurić (predsjednik povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Marketing); Zagreb
• Defense date and country: 2019-09-30, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

Tema ovog diplomskoj rada je bio objasniti pojam interaktivnog marketinga i njegovog djelovanja u odabiru turističke destinacije. Društvene mreže u kontekstu turizma promijenile su način na koji ljudi istražuju, prikupljaju informacije, donose odluke i dijele svoja iskustva. Ono što je potencijalom potrošaču u turizmu važno je predstava o dalekim i atraktivnim turističkim destinacijama koje dobivaju posredstvom novih medija, a takva ih saznanja onda potiču da napuste mjesto boravka te da otputuju. Kroz zadovoljavanje svojih potreba, ujedno generiraju sadržaj koji brzo postaje izvorom vjerodostojnih informacija o putovanju jer većina više vjeruje sadržaju koji kreiraju korisnici na društvenim medijima, nego sadržajima kreiranim upravo u marketinške svrhe. U svrhu navedenoga u istraživačem dijelu rada provedena je anketa ispitanika o percepciji i ulozi društvenih mreža u procesu donošenja odluke o posjeti Makarske rivijere kao turističke destinacije. Rezultati su pokazali da veliki broj ispitanika koristi društvene mreže u svrhu informiranja turističkih destinacija tako i Makarske rivijere, te su zadovoljni prikazanim sadržajem i komentarima na društvenim mrežama o Makarskoj rivijeri.

Abstract (english)

The theme of this thesis was to explain the concept of interactive marketing and its activities in choosing a tourist destination. Social networks in the context of tourism have changed the way people research, gather information, make decisions and share their experiences. What is important to the potential consumer in tourism is the idea of distant and attractive tourist destinations that they receive through new media, and such knowledge then encourages them to leave their place of residence and to travel. By satisfying their needs, they also generate content that is quickly becoming a source of credible travel information because most trust users' content on social media rather than content created for marketing purposes. For the purpose of the aforementioned part of the paper, a survey of respondents was conducted on the perception and role of social networks in the decision-making process of visiting the Makarska Riviera as a tourist destination. The results showed that a large number of respondents use social networks for the purpose of informing tourist destinations and the Makarska Riviera, and are satisfied with the content presented and comments on social networks about the Makarska Riviera.

• Keywords: Ključne riječi; integrirani marketing; društvene mreže; turizam; turistička destinacija; informiranje.
• Keywords (english): integrated marketing; social networks; tourism; tourist destination; information.
• Language: croatian
• URN:NBN: urn:nbn:hr:148:359014
• Study programme: Title: 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: 2019-09-30 13:34:43