Marketinška komunikacija Europe kao turističke destinacije za mlade

master's thesis

• Title (english): Marketing communication of Europe as a tourist destination for youth
• Author: Lucija Biljecki
• Mentor: Josip Mikulić (mentor); MBZ: 258475
• Committee member: Josip Mikulić (predsjednik povjerenstva)
• Committee member: Oliver Kesar (član povjerenstva)
• Committee member: Zvjezdana Hendija (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; Zagreb
• Defense date and country: 2020-09-30, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Trade and Tourism

Abstract

Mladi danas predstavljaju specifičan i izrazito perspektivan segment turističkog tržišta koji u Europi ima dugu tradiciju. Svjetski statistički podaci ukazuju na to da omladinski turizam zauzima značajno mjesto u međunarodnom turizmu, a osim toga ima izuzetno pozitivan ekonomski i sociološki utjecaj. Zbog specifičnih karakteristika i preferencija ove skupine Europa se nameće kao idealna destinacija za razvoj omladinskog turizma. Ovim radom je na temelju dostupnih postojećih izvora i podataka razrađen koncept omladinskog turizma, opisane su karakteristike i utjecaj istog, istražene su navike, želje i preferencije mladih putnika. Naglašeni su izgledi za razvoj ove vrste turizma u Europi, te su na temelju prikupljenih podataka i rezultata istraživanja sastavljeni prijedlozi marketinške komunikacije Europe kao turističke destinacije za mlade.

Abstract (english)

Today, young people represent a specific and extremely promising segment of the tourism market that has a long tradition in Europe. World statistics indicate that youth tourism occupies a significant place in international tourism, and in addition has an extremely positive economic and sociological impact. Due to the specific characteristics and preferences of this group, Europe is emerging as an ideal destination for the development of youth tourism. This paper, based on available existing sources and data, develops the concept of youth tourism, describes its characteristics and impact, explores the habits, desires and preferences of young travelers. The prospects for the development of this type of tourism in Europe were emphasized, and based on the collected data and research results, proposals for marketing communication of Europe as a tourist destination for young people were compiled.

• Keywords: turizam; marketing; turistička destinacija; Europa; omladinski turizam
• Keywords (english): tourism; marketing; tourism destination; Europe; youth tourism
• Language: croatian
• URN:NBN: urn:nbn:hr:148:125593
• 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: 2020-10-12 12:30:57