Značaj društvenih medija u marketingu turističke destinacije

master's thesis

• Title (english): The role of social media in destination marketing
• Author: Matea Ribić
• Mentor: Josip Mikulić (mentor)
• Committee member: Darko Prebežac (predsjednik povjerenstva)
• Committee member: Petra Barišić (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; Zagreb
• Defense date and country: 2020-09-23, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics

Abstract

Marketing u turizmu, pa tako i marketing turističke destinacije, specifičan je i kompleksan te zahtijeva velike napore i uključenost velikog broja subjekata. Upravljanje turističkom destinacijom i njezinim razvojem te provođenjem ključnih marketinških aktivnosti nastoji se stvoriti imidž destinacije te odgovarajuću razinu prepoznatljivosti i konkurentnosti na tržištu. S obzirom na rastuću važnost društvenih medija, kako u svakodnevnim životima ljudi, tako i u poslovnom svijetu, društveni mediji predstavljaju neizostavni dio u marketingu turističke destinacije. Stoga i Turistička zajednica grada Zagreba treba raditi na uspješnom provođenju marketinških aktivnosti putem društvenih medija i time pružati sve potrebne informacije potencijalnim posjetiteljima, poticati na dolazak u Zagreb te održavati imidž grada Zagreba kao turističke destinacije.

U cilju utvrđivanja uspješnosti provedbe marketinških aktivnosti Turističke zajednice grada Zagreba putem društvenih medija, provedeno je online istraživanje na uzorku od 111 ispitanika, a nastojala se ispitati upoznatost ispitanika sa službenim profilima Turističke zajednice grada Zagreba na društvenim mrežama Facebook, Twitter, Instagram i YouTube te odrediti važnost i korist navedenih profila za ispitanike.

Abstract (english)

Marketing in tourism, including tourism destination marketing, is specific and complex and requires great efforts and the involvement of a large number of entities. The management of a tourist destination and its development, as well as the implementation of key marketing activities, strives to create the image of the destination and the appropriate level of recognition and competitiveness in the market. Given the growing importance of social media, both in people's daily lives and in the business world, social media is an indispensable part of tourism destination marketing. Therefore, Zagreb Tourist Board should work on the successful implementation of marketing activities through social media and thus provide all the necessary information to potential visitors, encourage them to come to Zagreb and maintain the image of the city of Zagreb as a tourist destination.

In order to determine the success of marketing activities of Zagreb Tourist Board through social media, an online survey was conducted on a sample of 111 respondents, and sought to examine respondents' familiarity with the official profiles of Zagreb Tourist Board on social networks Facebook, Twitter, Instagram and YouTube and the importance and benefit of these profiles for respondents.

• Keywords: marketing turističke destinacije; internetski marketing; društveni mediji; Zagreb
• Keywords (english): tourism destination marketing; internet marketing; social media; Zagreb
• Language: croatian
• URN:NBN: urn:nbn:hr:148:014968
• 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: 2020-09-25 16:28:25