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master's thesis
STRATEGIJA GLOBALNOG POZICIONIRANJA MARKE DESTINACIJE – OTOK BRAČ
diplomski rad
2016. urn:nbn:hr:124:086492
Cepernić, Vojna
University of Split
Faculty of economics Split

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Cepernić, V. (2016). STRATEGIJA GLOBALNOG POZICIONIRANJA MARKE DESTINACIJE – OTOK BRAČ : diplomski rad (Master's thesis). Split: University of Split, Faculty of economics Split. Retrieved from https://urn.nsk.hr/urn:nbn:hr:124:086492

Cepernić, Vojna. "STRATEGIJA GLOBALNOG POZICIONIRANJA MARKE DESTINACIJE – OTOK BRAČ : diplomski rad." Master's thesis, University of Split, Faculty of economics Split, 2016. https://urn.nsk.hr/urn:nbn:hr:124:086492

Cepernić, Vojna. "STRATEGIJA GLOBALNOG POZICIONIRANJA MARKE DESTINACIJE – OTOK BRAČ : diplomski rad." Master's thesis, University of Split, Faculty of economics Split, 2016. https://urn.nsk.hr/urn:nbn:hr:124:086492

Cepernić, V. (2016). 'STRATEGIJA GLOBALNOG POZICIONIRANJA MARKE DESTINACIJE – OTOK BRAČ : diplomski rad', Master's thesis, University of Split, Faculty of economics Split, accessed 25 December 2024, https://urn.nsk.hr/urn:nbn:hr:124:086492

Cepernić V. STRATEGIJA GLOBALNOG POZICIONIRANJA MARKE DESTINACIJE – OTOK BRAČ : diplomski rad [Master's thesis]. Split: University of Split, Faculty of economics Split; 2016 [cited 2024 December 25] Available at: https://urn.nsk.hr/urn:nbn:hr:124:086492

V. Cepernić, "STRATEGIJA GLOBALNOG POZICIONIRANJA MARKE DESTINACIJE – OTOK BRAČ : diplomski rad", Master's thesis, University of Split, Faculty of economics Split, Split, 2016. Available at: https://urn.nsk.hr/urn:nbn:hr:124:086492

Metadata
TitleSTRATEGIJA GLOBALNOG POZICIONIRANJA MARKE DESTINACIJE – OTOK BRAČ : diplomski rad
AuthorVojna Cepernić
MentorNeven Šerić (mentor)
MBZ: 284496
GranterUniversity of Split
Faculty of economics Split
Split
Defense date and country2016-08, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Ovim diplomskim radom nastojalo se dobiti uvid u osnovnu problematiku kreiranja strategije globalnog pozicioniranja marke destinacije otoka Brača, te jasniji uvid u specifične resurse kojima raspolaže. Prvo je obrađen teorijski aspekt kreiranja i pozicioniranja marke na konkurentnom turističkom tržištu. Ovaj aspekt odnosi se na definiranje i kreiranje marke destinacije, te na osnovne aktivnosti koje je potrebno provoditi kako bi se markom uspješno upravljalo. Teorijski aspekt primjenjen je na konkretnom poslovnom slučaju otoka Brača. Pomoću sekundarnih podataka i rezultata dobivenih primarnim istraživanjem, definirani su konkretni specifični resursi i preporučljive sastavnice marke destinacije otoka Brača na kojima bi se trebale temeljiti daljnje aktivnosti kreiranja strategije globalnog pozicioniranja marke ove otočne destinacije.
Abstract (english)
The main purpose of this paper is to get closer insight into basic issues of the process of creating the strategy for global positioning of a destination brand of the island of Brač, and to get closer insight into its specific resources. The theoretic aspect of creating and positioning a destination brand on a competitive tuorism market, was considered first. This aspect referes to defining and process of creating a destination brand, and also, it refers to basic activities that are necessary to be applied so that a destination brand can be successfully managed. This theoretic aspect is applied on a specific case study of the island of Brač. Using the secondary data and the results of the primary research, the specific resources and recommendable elements for a brand of the island of Brač, on which further activities for creating the strategy for global positioning of this island destination should be based, are defined.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:124:086492
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 on2016-10-25 13:21:56