Abstract | Poslovanje svake organizacije nezamislivo je bez marketinga i njegovih aktivnosti. I u
organizaciji događanja neophodno je koristiti marketing koncept.Organizator događanja mora
znati kako stvoriti događanje koje će zaslužiti posjetiteljevo zanimanje, vrijeme i novac.
Potrebno je stvoriti privlačno događanje koje će posjetitelja potaknuti da baš njega odabere
među konkurencijom. Marketinškim alatima stvoriti će se privlačan proizvod i postići
postavljeni ciljevi, od kojih je temeljni stvaranje marke grada.
Turizam je oduvijek imao značajnu ulogu u hrvatskoj ekonomiji stvarajući visok priljev
novčanih sredstava turističkim odredištima. Svaka se turistička destinacija trudi stvoriti što
privlačniju ponudu koja će u potpunosti zadovoljiti zahtjeve turista nadajući se da će upravo
zbog svojih osobina ona biti izabrana među mnoštvom drugih. Gradovi kao turističke
destinacije moraju znati kako konkurirati s drugim gradovima te stvoriti sebi prepoznatljivost.
Lakše će privući ciljnu skupinu - posjetitelje, investitore, kvalitetnu radnu snagu i ostalo oni
gradovi koji usvoje koncepciju stvaranja marke. Ulazeći u proces pronalaska načina
diferencijacije u cilju zadovoljavanja potreba postojećih i novih korisnika, gradovi će si
osigurati prednost pred konkurencijom. Jedan od načina kako privući pozornost na željenu
destinaciju je i organiziranje događanja (često nazivani i „eventi“). Njih je potrebno sve više
integrirati u marketing grada i u samu strategiju stvaranja marke grada, odnosno turističke
destinacije. Potrebno je konstantno pratiti i ocjenjivati njihov doprinos stvaranju marke, a ne
samo financijske pokazatelje svakog pojedinog događanja. Treba težiti stvoriti emocionalnu
neopipljivu vezu između grada i ciljne skupine. Također je neophodno kontinuirano
usavršavati položaj marke putem integiranog komuniciranja izgradnjom mreže individualaca,
poslovnih subjekata i relevantnih institucija koji će podržavati, usavršavati i nadzirati taj
sustav. Gradovi se moraju okrenuti kvalitetnim, inovativnim i sveobuhvatnim rješenjima u
svrhu privlačenja potrebnih resursa i ciljnih skupina korisnika.
Grad Crikvenica bilježi više od stotinu godina tradicije turizma. Blizina zračne luke na otoku
Krku, putničke i teretne morske luke u Rijeci te dobra cestovna i željeznička povezanost sa
srednjom Europom bile su važne pretpostavke za rani razvoj turizma. Zbog iznimno povoljne
klime, blagih zima i umjereno toplih ljeta, miješanja morskog i gorskog zraka, te uvala
iznimno čistog i plitkog mora, Crikvenica je već 1906. godine proglašena lječilištem i
morskim kupalištem. U posljednje vrijeme posebna pozornost posvećuje se razdoblju pred i
posezone za razvoj atraktivne i konkurentne destinacijske ponude s dodanom vrijednošću te
slijedom toga i povećanju pritoka novćanih sredstava od samog turizma. Hrvatska turistička
zajednica pokrenula je u rujnu 2014. godine projekt Hrvatska 365 čime se žele iskoristiti
resursi koje hrvatski turizam ima u predsezoni i posezoni u što se uključila i Turistička
zajednica Grada Crikvenice.
Provedena je teoretska i praktična analiza događanja i stvaranja marke grada njihovim
organiziranjem izvan ljetne turističke sezone. S obzirom da je događanje specifičan proizvod
provedena je i analiza načina na koji se proces marketinga primjenjuje na njega. Posebna
pozornost usmjerena je na organizaciju događanja Advent u Crikvenici. Želi se dokazati da se
uspješno organiziranim događanjem izvan ljetne sezone stvara željena marka grada. |
Abstract (english) | A developed marketing structure and activities are a prerequisite for the successful business
of any organisation. Event organisation also requires a clear marketing concept. It is
necessary for the event planner to create such an activity which potential visitors would find
worth visiting and investing their time and money in. The crucial part is creating such an
event which would stand out from the others and thus attract potential visitors. Marketing
tools can be used to create an appealing products and reach the previously set goals, the
crucial one being town branding.
Tourism has always had a significant role in Croatian economy, because of its financial
benefits for tourist destinations. The main interest for each destination is to eliminate
competition and attract visitors by an interesting offer which would completely satisfy the
tourists’ needs. Cities as tourist destinations should be able to successfully compete with
other cities and create a certain image. Those cities which develop the concept of branding
will reach the target group more easily - that is, visitors, investors, good-quality labour force
and so on. By finding a way to differentiate themselves in order to satisfy the current and
future customers’ needs, cities will ensure competitive advantage. One of the means of
attracting attention to a destination is event organisation. Events should be integrated into a
city’s marketing plan and into the strategy of branding a city or tourist destination. It is
necessary to continually monitor and evaluate the attribution of events in the process of city
branding, instead of merely focusing on the financial results of each individual one. The goal
is to create an emotional relationship between the city and the target group. It is also vital to
keep developing the brand position by creating a network of individuals, business subjects
and other relevant institutions which would engage continual communication, to support,
improve and monitor the system. Cities should focus on quality, innovative and
comprehensive solutions in order to attract the essential resources and target user groups.
Crikvenica is a town with a tourist tradition more than a hundred years old. The vicinity of
the airport on the island of Krk, passenger and cargo ports in Rijeka and good road and
railway connections with Central Europe were crucial preconditions for the early
development of tourism in this town. As early as 1906, Crikvenica was proclaimed a health
and seaside resort, due to favourable climate, mild winters and pleasantly warm summers,
constant mixture of the sea and mountain air, as well as the clear, shallow sea in the bays.
Greater attention has lately been devoted to the period before and after the peak tourist
season, in order to increase the financial revenues from tourism, by developing an attractive
and competitive destination offer with added value. In September 2014, the Croatian National
Tourist Board started the project “Croatia 365” in order to use the resources that Croatian
tourism has in the pre- and post-season. The Tourist Board of Crikvenica has also joined the
project.
A theoretical and practical analysis of events and town branding by organizing events in the
off-season has been conducted. Given the particularity of an event as a product, an analysis of
the specific ways marketing processes apply on events has also been done. Attention has been
focused on the organization of the event “Advent in Crikvenica”. The goal is to show that
desired town branding can be successfully created by well-organised events outside the main
summer tourist season. |