Istraživanje stavova o promotivnoj kampanji Hrvatske turističke zajednice "Tjedan odmora vrijedan"

master's thesis

• Title (english): Researching attitudes about promotional campaign of Croatian National Tourist Board "Week worth of vacation"
• Author: Bruno Puček
• Mentor: Josip Mikulić (mentor)
• Committee member: Josip Mikulić (predsjednik povjerenstva)
• Committee member: Darko Prebežac (član povjerenstva)
• Committee member: Petra Barišić (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

Posljednjih godina turističko tržište se suočava s brojnim izazovima; pandemija koronavirusa
apostrofirala je važnost domicilne turističke potražnje u uvjetima ograničenih međunarodnih
kretanja. U ovom radu istražuje se utjecaj poduzetih mjera Hrvatske turističke zajednice u 2020.
i 2021. godini na domaću turističku potražnju. Prije svega, u radu se objašnjavaju specifičnosti
turističkog tržišta te važnost kvalitete i zadovoljstva turističkom ponudom, kao i odrednice
kvalitete i zadovoljstva turističkom ponudom Republike Hrvatske. Nadalje, informacije o
zadovoljstvu inozemne i domaće turističke potražnje turističkom ponudom vežu se uz postojeća
obilježja hrvatskog turističkog sustava poput problema održivosti destinacija te ponude
pretežito namijenjene za masovne turističke dolaske. U radu se predstavljaju i analiziraju ranije
poduzete mjere nadležnih tijela usmjerene domaćim turistima kao i važnost hrvatskog
turističkog vaučera, CRO kartice uvedene 2020. godine. Hrvatska turistička zajednica je
proteklih godina pokrenula kampanje „Tjedan odmora vrijedan“ i „Mjesec hrvatskog turizma“
kako bi potaknula domaća turistička kretanja u posezonskom razdoblju. Kako bi se istražili
stavovi i donijeli zaključci o utjecaju provedenih kampanja, provedeno je istraživanje na
namjernom uzorku ispitanika. Rezultati istraživanja pokazuju da su ispitanici bili djelomično
upoznati te donekle motivirani za uključivanjima u turistička kretanja. Za ispitanike koji su
otputovali, očekivanja su bila ispunjena ali i nadmašena te su gotovo u potpunosti bili
zadovoljni ponudom.

Abstract (english)

In recent years, the tourism market has faced a number of challenges; the coronavirus pandemic
has apostrophised the importance of domestic tourist demand in conditions of limited
international travels. This paper investigates the impact of the measures taken by the Croatian
Tourist Board in 2020 and 2021 on domestic tourist demand. First of all, the paper explains the
specifics of the tourist market and the importance of quality and satisfaction with the tourist
supply, as well as the determinants of quality and satisfaction with the tourist offer of the
Republic of Croatia. Furthermore, informations of satisfaction by foreign and domestic tourist
demand with tourist offer are linked to the existing characteristics of the croatian tourist system
such as the problem of sustainability of destinations and offers mainly intended for mass tourist
arrivals. The paper presents and analyzes previously taken measures taken by the competent
authorities aimed at domestic tourists as well as the importance of the current tourist voucher –
CRO card introduced in 2020. In recent years, the Croatian Tourist Board has launched the
campaigns "Week worth of vacation" and "Month of croatian tourism" to encourage domestic
tourist movements in the post-season period. In order to investigate attitudes and draw
conclusions on the impact of the campaigns carried out, a survey was conducted on a deliberate
sample of respondents. The results of the survey show that the respondents were partially
familiar and somewise motivated to engage in tourist movements. For the respondents who left,
expectations were fulfilled but also exceeded and were almost completely satisfied with the
offer.

• Keywords: turističko tržište; kvaliteta; zadovoljstvo; Hrvatska turistička zajednica
• Keywords (english): tourist market; quality; satisfaction; Croatian Tourist Board
• Language: croatian
• URN:NBN: urn:nbn:hr:148:609887
• 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: Open access
• Created on: 2022-09-29 10:16:14