Društvene mreže i turistička promocija baštinskih lokaliteta Republike Hrvatske na UNESCO-voj Listi svjetske baštine

master's thesis

• Title (english): Social media and tourism promotion of UNESCO heritage sites in Croatia
• Author: Ana Đulabić
• Mentor: Željka Miklošević (mentor)
• Committee member: Helena Stublić (predsjednik povjerenstva)
• Committee member: Darko Babić (član povjerenstva)
• Committee member: Željka Miklošević (član povjerenstva)
• Granter: University of Zagreb; Faculty of Humanities and Social Sciences; (Department of information and Communication sciences); Zagreb
• Defense date and country: 2023, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Information and Communication Sciences; Museology

Abstract

Ovaj se rad koncentrira na baštinske lokalitete u Hrvatskoj koji se nalaze UNESCO-voj Listi svjetske baštine, te načinima na koje komuniciraju s korisnicima putem društvenih mreža s ciljem privlačenja na lokalitet. U prvom dijelu rada dat će se pregled literature o ulozi i važnosti društvenih medija za kulturni turizam, dok će drugi dio rada obuhvatiti istraživanje. Obradit će tematika postova, učestalost objavljivanja, te sadržaji koji se najčešće objavljuju. Utvrdit će se obraćaju li se baštinski lokaliteti isključivo hrvatskim turistima ili koristeći višejezičnost pokušavaju privući i strane državljane. Obratiti se će se pozornost na dvosmjernost komunikacije između baštinskih lokaliteta i korisnika društvenih mreža; koliko su lokaliteti spremni reagirati i promijeniti poslovanje, nakon negativne kritike, te objavljuju li dojmove posjetitelja bili oni pozitivni, ili pak negativni. Napokon, ovim će se radom nastojati podići svijest o važnosti i korisnosti društvenih medija za promociju baštinskih lokaliteta, i baštinske industrije u Hrvatskoj općenito.

Abstract (english)

This paper concentrates on UNESCO Heritage sites in Croatia and the ways in which they communicate with social network users with the aim of attracting them to the site. The first part of the paper will provide an overview of the literature on the role and importance of social media for cultural tourism, while the second part of the paper will include research. The topics and the content of the posts as well as the frequency of posting on social media will be examined and discussed. It will also be determined whether the heritage sites address exclusively Croatian tourists or whether, through using multilingualism, they try to attract foreign tourists as well. Attention will be paid to the two-way communication between heritage sites and users of social networks; how ready the heritage sites are to react and change their business, after negative criticism, and whether they publish visitors' impressions, positive as well as negative. Finally this work will try to raise awareness of the importance of social media for the promotion of heritage sites, and the heritage industry in Croatia in general.

• Keywords: kulturna baština; kulturni turizam; UNESCO; društveni mediji
• Keywords (english): cultural heritage; cultural tourism; UNESCO; social media
• Language: croatian
• URN:NBN: urn:nbn:hr:131:626301
• Study programme: Title: Information Sciences; specializations in: Archivistics Study, Library Science, Information Sciences (research), Information Sciences (teaching), Museology and heritage management, Informatology; Course: Museology and heritage management; Study programme type: university; Study level: graduate; Academic / professional title: magistar/magistra muzeologije i upravljanja baštinom (magistar/magistra muzeologije i upravljanja baštinom)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Open access
• Created on: 2023-03-03 15:35:03