Uloga tradicionalnih i društvenih medija u odabiru turističke destinacije od strane mladih turista

master's thesis

• Title (english): The role of traditional and social media in tourist destination choice by young tourists
• Author: Stella Kaurin
• Mentor: Vatroslav Škare (mentor)
• Committee member: Morana Fudurić (predsjednik povjerenstva)
• Committee member: Josip Mikulić (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Marketing); Zagreb
• Defense date and country: 2021-09-27, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

Pojava interneta rezultirala je razvijanjem novih medija koji su danas postala neizostavan dio sveukupnog života. Društveni mediji, kao novi medij, uvelike su promijenili način života ljudi, način poslovanja i marketinške strategije u različitim gospodarskim djelatnostima, pa tako i u turizmu. Turizam je uslužna djelatnost koja većini zemalja može donijeti dobrobiti u njihovom razvoju gospodarstva, stoga je važno implementirati nove medije u njihovu komunikacijsku strategiju. Upravo zato se velika pozornost pridaje društvenim medijima kao komunikacijskom alatu koji omogućuje stvaranje vlastitih sadržaja. Danas mladi turisti imaju na raspolaganju ne samo nove medije, nego i tradicionalne medije, koji uključuju Tv, filmove, knjige i sl. kada pretražuju informacije o destinaciji. Obje vrste medija mogu imati ključnu ulogu u procesu donošenja odluke o destinaciji. Isto tako, pri odabiru destinacije, u obzir se moraju uzeti i iskustva drugih ljudi. Mladi turisti su vrijedan segment turističkog tržišta koje je potrebno bolje upoznati kako bi se shvatile njihove potrebe i želje. U ovom radu se nastoji istražiti uloga tradicionalnih i društvenih medija u odabiru turističke destinacije. Rezultati su pokazali kako iskustva drugih ljudi i pretraživanje na web stranicama imaju najveću ulogu u njihovom odabiru. Društveni mediji su dobar alat za razmjenu informacija, iskustava i doživljaja te što je najviše istaknuto, odlična inspiracija za nove ideje o destinacijama.

Abstract (english)

The development of the internet has resulted in the development of new media and today has become inevitable part of the life in general. Social media, as a new medium, has greatly changed the way people live, businesses and marketing strategies in a variety of economic activities, including tourism. Tourism is a service industry that offers benefits to most countries in their economic development, so it is very important to implement new media in their communication strategy. This is why big attention is given to social media as a communication tool that allows creation of new content. Nowadays, young tourists have at their disposal not just new media, but traditional media too, such as Tv, movies, books, etc. when seeking for destination information. Both types of media can play a key role in destination decision-making process. Also, when choosing a destination, experiences of other people must be taken into consideration. Young tourists are valuable tourist market segment that needs to be researched, in order to better understand their needs and desires. In this thesis it is tried to explore the role of traditional and social media in tourist destination choice. Results have shown that experiences of other people,as well as doing an online research play the greatest role in their destination choice. Social media is a good tool for exchanging the information and experiences, and the most prominently, it is used as a great inspiration for new destination ideas.

• Keywords: društveni mediji; tradicionalni mediji; proces donošenja odluke o destinaciji; mladi turisti
• Keywords (english): social media; traditional media; destination decision-making process; young tourists
• Language: croatian
• URN:NBN: urn:nbn:hr:148:665964
• Study programme: Title: Business Economics; Study programme type: university; Study level: integrated undergraduate and 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: 2021-09-27 13:57:52