master's thesis
Analiza resursa zaobalne destinacije Imotski u svrhu kreiranja turističke marke

Anela Ujević (2015)
University of Split
Faculty of economics Split
Metadata
TitleAnaliza resursa zaobalne destinacije Imotski u svrhu kreiranja turističke marke : diplomski rad
AuthorAnela Ujević
Mentor(s)Neven Šerić (thesis advisor)
Abstract
Osnovna svrha ovog diplomskog rada je prikazati važnost resursa za razvoj zaobalne destinacije – grada Imotski. U radu je obrađena teorija o turističkoj marki zaobalne destinacije, definiran je holistički pristup te su prikazani najčešći uspjesi i najčešće poteškoće u stvaranja turističke marke zaobalne destinacije. U radu je prikazan utjecaj marketinških aktivnosti na kreiranje turističke marke zaobalne destinacije te osnovni načini upravljanja istom. Posebno mjesto zauzimaju resursi, kako prirodni tako i društveni, te je prikazan utjecaj prirodnih resursa i društvenih resursa na kreiranje turističke marke zaobalne destinacije. S obzirom da se u radu stavlja naglasak na grad Imotski, u sklopu petog poglavlja iznesene su osnovne karakteristike grada i Imotske krajine te su detaljno prikazani prirodni i društveni resursi. Empirijsko istraživanje temelji se na anketnom upitniku koji je proveden među turoperatorima i predstavnicima turističkih agencija (ukupno su prikupljena 64 odgovora). Anketnim upitnikom ispitano je zadovoljstvo razvojem grada Imotski te utjecaj resursa na razvoj istoga. Analizom rezultata došlo se do zaključaka da su ispitanici zadovoljni postojećim resursima, ali da isti nisu u potpunosti iskorišteni te da očekuju u budućnosti njihovu veću iskorištenost a sve u cilju da grad Imotski postane vodeća kontinentalna destinacija Dalmatinske zagore. Promatrano s aspekta predstavnika Turističke zajednice i turističke agencije Perla Tours , razvoj resursa bez marketinških aktivnosti nije dovoljan za razvoj zaobalne destinacije. Sve veću ulogu u oglašavanju imaju društvene mreže a sve manju TV i radio.
KeywordsTourism brand hinterland destinations resources marketing activities
GranterUniversity of Split
Faculty of economics Split
PlaceSplit
StateCroatia
Scientific field, discipline, subdisciplineSOCIAL SCIENCES
Economics
Marketing
Study programme typeuniversity
Study levelgraduate
Study programmeBusiness Studies
Academic title abbreviationmag. oec.
Genremaster's thesis
Language Croatian
Defense date2015-12-16
Parallel abstract (English)
The main purpose of this thesis is to show the importance of resources for the development of hinterland destination - Imotski. The paper is treated with a theory about the tourist brands littoral destination, defined by a holistic approach and presents the most common successes and the most common difficulty in creating a tourism brand of hinterland destinations. The thesis presents the impact of marketing activities on creating a tourist destination brand and the main way of managing the same. It shows the impact of natural resources and other social resources on creating a tourism brand hinterland destinations. As part of the fifth chapter, it presents the main characteristics of the city and the region of Imotski and it presents the natural resources and social resources in details. Empirical research is based on a questionnaire which was conducted among representatives of tour operators and travel agencies (a total of 64 answers were collected). The survey questionnaire had tested satisfaction with the development of the city Imotski and the impact of resources on its development. The analysis of the results show that the respondents are satisfied with existing resources, but in their opinion they are not fully utilized, and in the future, they expect their greater utilization with the aim to become the leading city of Imotski continental destinations in the Dalmatian hinterland. Seen from the aspect of representatives of the tourism community, the development of resources without marketing activities is not sufficient for the development of hinterland destinations. Social networks have an increasing role in advertising, while TV and radio are becoming more and more unpopular.
Parallel keywords (Croatian)Turistička marka zaobalne destinacije resursi marketinške aktivnosti
Resource typetext
Access conditionOpen access
Terms of usehttp://rightsstatements.org/vocab/InC/1.0/
URN:NBNhttps://urn.nsk.hr/urn:nbn:hr:124:835607
CommitterIvana Gizdić