Marketing turističke destinacije na primjeru grada Novalje

master's thesis

• Title (english): Marketing of tourist destinations on the example of the town of Novalja
• Author: Juraj Tomičić
• Mentor: Josip Mikulić (mentor)
• Committee member: Josip Mikulić (predsjednik povjerenstva)
• Committee member: Petra Barišić (član povjerenstva)
• Committee member: Darko Prebežac (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Tourism); Zagreb
• Defense date and country: 2022-09-28, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Trade and Tourism

Abstract

Tema ovog diplomskog rada je „Marketing turističke destinacije na primjeru grada Novalje“. Ovim radom analizira se koncept marketinga turističke destinacije. Osnovna svrha ovog rada je prikazati važnost primjene marketinga kod turističkih destinacija na primjeru grada Novalje. U radu su prikazane teorijske postavke turističke destinacije, važnost izgradnje imidža destinacije te je pojašnjen način upravljanja marketingom turističke destinacije. Detaljno se analizira turistička ponuda kojom grad Novalja privlači turiste iz čitavog svijeta. Fokus se daje na razvoju grada Novalje kao turističke destinacije, a koji ovisi o daljnjem pravilnom korištenju marketinških aktivnosti odnosno marketinškom djelovanju.

Rad se sastoji od teorijskog i istraživačkog dijela. Teorijski dio rada obuhvaća literaturu iz područja marketinga, marketinga turizma i turističkih destinacija, a fokusira se na marketinško upravljanje u okruženju turističkih destinacija, kao i na važnost izgradnje imidža destinacije. U svrhu istraživanja provela se anketa na uzorku od 110 ispitanika. Cilj istraživanja je utvrditi važnost marketinških aktivnosti s naglaskom na cjelokupno zadovoljstvo turista promocijom turističke ponude grada Novalje, a na osnovi rezultata koji su dobiveni tijekom istraživanja može se zaključiti u kojem smjeru bi se Novalja kao turistička destinacija trebala razvijati.

Abstract (english)

The topic of this paper is "Marketing of a tourist destination on the example of the city of Novalja". This paper analyzes the concept of tourist destination marketing. The main purpose of this paper is to show the importance of marketing in tourist destinations on the example of the city of Novalja. The paper presents the theoretical settings of the tourist destination, the importance of building the image of the destination and explains the way of managing the marketing of tourist destinations. The tourist offer by which the city of Novalja attracts tourists from all over the world is analyzed in detail. The focus is on the development of the city of Novalja as a tourist destination, which depends on the further proper use of marketing activities.

The paper consists of a theoretical and a research part. The theoretical part of the paper includes literature in the field of marketing, tourism marketing and tourist destinations, and focuses on marketing management in the environment of tourist destinations, as well as the importance of building the image of the destination. For the purpose of the research, a survey was conducted on a sample of 110 respondents. The aim of the research is to determine the importance of marketing activities with emphasis on the overall satisfaction of tourists with the promotion of the tourist offer of Novalja, and based on the results obtained during the research it can be concluded in which direction Novalja as a tourist destination should develop.

• Keywords: turistička destinacija; marketing turističke destinacije; imidž destinacije; grad Novalja; promocija
• Keywords (english): tourist destination; tourist destination marketing; destination image; promotion; city of Novalja
• Language: croatian
• URN:NBN: urn:nbn:hr:148:329478
• 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: 2022-09-28 17:44:28