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master's thesis
IMPLEMENTACIJA DESTINACIJSKIH IKONA I RESURSA U KONCEPT RE-BRENDINGA RESORTA (BLUESUN – BOL)
Diplomski rad
2017. urn:nbn:hr:124:153154
Matulić, Ivana
University of Split
Faculty of economics Split

Cite this document

Matulić, I. (2017). IMPLEMENTACIJA DESTINACIJSKIH IKONA I RESURSA U KONCEPT RE-BRENDINGA RESORTA (BLUESUN – BOL) : Diplomski rad (Master's thesis). Split: University of Split, Faculty of economics Split. Retrieved from https://urn.nsk.hr/urn:nbn:hr:124:153154

Matulić, Ivana. "IMPLEMENTACIJA DESTINACIJSKIH IKONA I RESURSA U KONCEPT RE-BRENDINGA RESORTA (BLUESUN – BOL) : Diplomski rad." Master's thesis, University of Split, Faculty of economics Split, 2017. https://urn.nsk.hr/urn:nbn:hr:124:153154

Matulić, Ivana. "IMPLEMENTACIJA DESTINACIJSKIH IKONA I RESURSA U KONCEPT RE-BRENDINGA RESORTA (BLUESUN – BOL) : Diplomski rad." Master's thesis, University of Split, Faculty of economics Split, 2017. https://urn.nsk.hr/urn:nbn:hr:124:153154

Matulić, I. (2017). 'IMPLEMENTACIJA DESTINACIJSKIH IKONA I RESURSA U KONCEPT RE-BRENDINGA RESORTA (BLUESUN – BOL) : Diplomski rad', Master's thesis, University of Split, Faculty of economics Split, accessed 25 December 2024, https://urn.nsk.hr/urn:nbn:hr:124:153154

Matulić I. IMPLEMENTACIJA DESTINACIJSKIH IKONA I RESURSA U KONCEPT RE-BRENDINGA RESORTA (BLUESUN – BOL) : Diplomski rad [Master's thesis]. Split: University of Split, Faculty of economics Split; 2017 [cited 2024 December 25] Available at: https://urn.nsk.hr/urn:nbn:hr:124:153154

I. Matulić, "IMPLEMENTACIJA DESTINACIJSKIH IKONA I RESURSA U KONCEPT RE-BRENDINGA RESORTA (BLUESUN – BOL) : Diplomski rad", Master's thesis, University of Split, Faculty of economics Split, Split, 2017. Available at: https://urn.nsk.hr/urn:nbn:hr:124:153154

Metadata
TitleIMPLEMENTACIJA DESTINACIJSKIH IKONA I RESURSA U KONCEPT RE-BRENDINGA RESORTA (BLUESUN – BOL) : Diplomski rad
AuthorIvana Matulić
MentorNeven Šerić (mentor)
MBZ: 284496
GranterUniversity of Split
Faculty of economics Split
Split
Defense date and country2017-08, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Promjene na strani turističke potražnje, naročito u strukturi turističkih potreba oblikovanih u skladu s novim vrijednostima nastalima pod utjecajem globalizacije, uvjetovale su potrebu za kreiranjem i upravljanjem markom turističke destinacije u smislu njenog globalnog repozicioniranja na tržištu, budući da isti proces danas predstavlja ključno strateško pitanje marketinga i poslovanja turističke destinacije, kao i svih značajnih turističkih subjekata u istoj. Prema tome, svrha ovog diplomskog rada jest iz kompleksnog područja kreiranja i upravljanja markom destinacije, metodom generalizacije na konkretnom poslovnom slučaju – hotelskog resorta Bluesun u Bolu na otoku Braču, osigurati smjernice za aktivnosti re-brendinga hotelskog resorta i njemu sličnih receptivnih subjekata. Temeljni doprinos ovog rada jest generirani, grafički prikaz varijabli modela re-brendinga hotelskog resorta koji je uobličen na način da predstavlja temeljni alat za dogradnju marke koja izražava suštinu destinacijskog proizvoda, utemeljenog na implementaciji svih relevantnih turističkih resursa, odnosno potencijalnih destinacijskih ikona.
Abstract (english)
Changes in tourism demand, especially in the structure of tourist needs shaped in line with the new values created under the influence of globalization, resulted in need for the creation and management of the tourist destination mark in terms of its global repositioning in the market. The same process today represents the key strategic marketing question and the business of tourist destinations, as well as all major tourist entities. Therefore, the purpose of this Graduate thesis is to provide guidelines for the activities of re-branding of hotel resorts and similar receptive subjects from the complex area of creation and management of the destination mark, a generalization method in a specific business case - the Bluesun hotel resort in Bol on the island of Brač. The main contribution of this thesis is the generated, graphical representation of the re-branding model variants of the hotel resort, which is designed to be the basic tool for brand building that expresses the essence of the tourist destination product, based on the implementation of all relevant tourist resources or potential tourist destination icons.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:124:153154
Study programmeTitle: Tourism and Hotel Management
Study programme type: university
Study level: graduate
Academic / professional title: magistar/magistra ekonomije (magistar/magistra ekonomije)
Type of resourceText
File originBorn digital
Access conditionsOpen access
Terms of useLicence In copyright icon
Created on2017-09-29 08:57:13