Marketinške kampanje Hrvatske turističke zajednice

master's thesis

• Title: Marketinške kampanje Hrvatske turističke zajednice : percepcije studenata triju hrvatskih sveučilišta
• Author: Ema Franjić
• Mentor: Tijana Trako Poljak (mentor)
• Committee member: Jasminka Lažnjak (predsjednik povjerenstva)
• Committee member: Danijela Lucić (član povjerenstva)
• Granter: University of Zagreb; Faculty of Humanities and Social Sciences; (Department of Sociology); Zagreb
• Defense date and country: 2021-09-23, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Sociology; Sociological Methodology

Abstract

Hrvatska turistička zajednica ima ulogu promotora Republike Hrvatske, sudjeluje u procesu brendiranja države. Kao glavni predstavnici država-nacija, turističke zajednice, uz vlade i slične dionike, imaju ključnu ulogu u pozicioniranju i predstavljanju država-nacija, regija na međunarodnoj sceni, ukratko u kreiranju njihovog imidža. Ovo su strategije meke moći koje svoje ekonomske, gospodarske i političke ciljeve pokušavaju postići kulturnim, povijesnim, prirodnim, sportskim i sl. resursima, a ne nužno kroz vojnu silu i BDP. U predstavljanju države kroz kampanje turističkih zajednica, važno je uključiti mikro-perspektivu “običnih” građana, jer su tzv. “obični” građani najbolji i najautentičniji ambasadori brenda destinacije, ako ih predstavlja nešto s čime se ne slažu ili s čime se ne identificiraju postaju najveći protivnici tog brenda. Stoga je potrebno okretanje sociološke istraživačke pažnje ka mikro-perspektivi “običnih” građana, koji su sami najbolji glasnogovornici brenda i predstavnici svoje regije i države. Cilj ovog istraživanja je ispitati što mladi građani RH doživljavaju da ih predstavlja, što smatraju da bi ih trebalo predstavljati u kampanjama Hrvatske turističke zajednice te s kojim se elementima hrvatskog nacionalnog identiteta osobno identificiraju.

Abstract (english)

As a promoter of the Republic of Croatia, Croatian tourist agency is participating in the process of branding. As main representatives of nation-states, tourist agencies, governments and similar stakeholders have a key role in positioning nation-states and regions in global, international arena, in creating their image. These are soft power strategies, that are trying to accomplish their economical and political agendas through accomplishments in sports, preserved nature, cultural, historical and similar means, rather than through military force and GDP. In representing the state via tourist agencies, it is important to include a micro-perspective of “ordinary” citizens, these so- called “ordinary” citizens are the most authentic destination brand ambassadors. If they are represented by something they don’t agree or identify with as citizens, they can become the greatest opponents of the destination brand. Therefore, it is necessary to turn sociological research attention towards the micro-perspective of “ordinary” citizens, who are the best ambassadors of the destination brand and representatives of their regions. The goal of this research is to examine what do young citizens of the Republic of Croatia think is being represented in campaigns, what should be represented in Croatian tourist agency campaigns, and what are the elements of Croatian national identity they most identify with.

• Keywords: brend; imidž; meka moć; marketinške kampanje
• Keywords (english): brand; image; soft power; marketing campaigns
• Language: croatian
• URN:NBN: urn:nbn:hr:131:281456
• Study programme: Title: Sociology (single major); specializations in: Research; Course: Research; Study programme type: university; Study level: graduate; Academic / professional title: magistar/magistra sociologije (magistar/magistra sociologije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Open access
• Created on: 2021-09-24 12:16:54