UTJECAJ FILMSKE INDUSTRIJE NA PROMOCIJU TURIZMA U HRVATSKOJ

master's thesis

• Title (english): EFFECT OF FILM INDUSTRY ON PROMOTION OF TOURISM IN CROATIA
• Author: Lucija Sliško
• Mentor: Josip Mikulić (mentor)
• Committee member: Josip Mikulić (predsjednik povjerenstva)
• Committee member: Petra Barišić (član povjerenstva)
• Committee member: Danijela Ferjanić Hodak (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Tourism); Zagreb
• Defense date and country: 2022-09-30, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Trade and Tourism

Abstract

Rad obrađuje temu utjecaja filma na promociju turizma u Hrvatskoj i svijetu. Razvojem filmskog turizma kroz povijest do današnjeg vremena kada se veći dio života provodi online istražuje se snaga utjecaja filma na stvaranje percepcije o destinaciji i narodu. Fokusirajući se na ciljeve, definira se sam pojam filmskog turizma i promocije te se navode primjeri filmskog turizma koji su utjecali na imidž zemlje kako bi se dokazalo da upravo zemlje sa razvijenim filmskim turizmom imaju uspješan cjelogodišnji turizam. Ključni dio rada odnosi se upravo na razvoj filmskog turizma u svijetu i Hrvatskoj te stvaranje imidža filmske destinacije. Provođenjem anketnog istraživanja ispituje se stav hrvatske mladeži o filmskom turizmu i mogućnosti razvoja Hrvatske kao filmske destinacije u svrhu rješavanja dugogodišnjeg sveprisutnog problema turizma u Hrvatskoj, sezonalnosti. Izdvojeni statistički podaci o utjecaju Igre prijestolja na uspješnost turizma u Dubrovniku dokazuju kako je samo kreativnost lokalnog poduzetništva sa podrškom vlasti dovoljna da se stvori nova lokacija i ispriča priča koju turisti žele čuti. Završetkom istraživanja dolazi se do zaključka da bi upravo filmski turizam na krilima popularnosti Igre prijestolja uz nadzor i podršku vlasti i lokalnog poduzetništva mogao pomoći razvoju hrvatskog turizma. Zaključak se temelji na primjeru uspješnosti turizma Novog Zelanda koji je, uz sve prirodne ljepote koji lokacija nudi, brendiran kao zemlja Gospodara prstenova

Abstract (english)

This paper deals with the topic of film's influence on the promotion of tourism in Croatia and the world. Through the development of film tourism through history to the present time when most of life is spent online, the power of film's influence on the creation of perception about the destination and the people is investigated. Focusing on the goals, the very concept of film tourism and promotion is defined, and examples of film tourism that have influenced the country's image are cited in order to prove that countries with developed film tourism have successful year-round tourism. The key part of the paper is relates precisely to the development of film tourism in Croatia and the creation of the image of a film destination. By conducting a survey, the attitude of Croatian youth about film tourism and the possibility of developing Croatia as a film destination is examined in order to solve the long-standing ongoing problem of tourism in Croatia, seasonality. Statistical data gathered on the impact of Game of Thrones on the success of tourism in Dubrovnik prove that the creativity of local entrepreneurs with the government's support is enough to create a new location with the story that the tourist want to hear. Finishing the research, we come to the conclusion that film tourism on the wings of popularity of the Game of Thrones, with the supervision and support of the government and local entrepreneurship, could help the development of Croatian tourism. The conclusion is based on examples of successful tourism in New Zealand, which, along with the natural beauty, is branded as the land od Lord of the Rings.

• Keywords: filmski turizam; percepcija; brendiranje; imidž; sezonalnost; promocija; utjecaj filma; filmske lokacije
• Keywords (english): film induced tourism; perception; branding; image; seasonality; promotion; film influence; film locations
• Language: croatian
• URN:NBN: urn:nbn:hr:148:372273
• 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: 2022-10-05 10:32:09