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professional thesis
Ekonomija doživljaja na primjeru manifestacije Advent u Zagrebu
Rijeka: University of Rijeka, Faculty of Economics and Business, 2021. urn:nbn:hr:192:787301
Baždar Gašljević, Tihana
University of Rijeka
Faculty of Economics and Business

Institutional repository: Repository of the University of Rijeka, Faculty of Economics and Business

Cite this document

Baždar Gašljević, T. (2021). Ekonomija doživljaja na primjeru manifestacije Advent u Zagrebu (Professional thesis). Rijeka: University of Rijeka, Faculty of Economics and Business. Retrieved from https://urn.nsk.hr/urn:nbn:hr:192:787301

Baždar Gašljević, Tihana. "Ekonomija doživljaja na primjeru manifestacije Advent u Zagrebu." Professional thesis, University of Rijeka, Faculty of Economics and Business, 2021. https://urn.nsk.hr/urn:nbn:hr:192:787301

Baždar Gašljević, Tihana. "Ekonomija doživljaja na primjeru manifestacije Advent u Zagrebu." Professional thesis, University of Rijeka, Faculty of Economics and Business, 2021. https://urn.nsk.hr/urn:nbn:hr:192:787301

Baždar Gašljević, T. (2021). 'Ekonomija doživljaja na primjeru manifestacije Advent u Zagrebu', Professional thesis, University of Rijeka, Faculty of Economics and Business, accessed 28 November 2024, https://urn.nsk.hr/urn:nbn:hr:192:787301

Baždar Gašljević T. Ekonomija doživljaja na primjeru manifestacije Advent u Zagrebu [Professional thesis]. Rijeka: University of Rijeka, Faculty of Economics and Business; 2021 [cited 2024 November 28] Available at: https://urn.nsk.hr/urn:nbn:hr:192:787301

T. Baždar Gašljević, "Ekonomija doživljaja na primjeru manifestacije Advent u Zagrebu", Professional thesis, University of Rijeka, Faculty of Economics and Business, Rijeka, 2021. Available at: https://urn.nsk.hr/urn:nbn:hr:192:787301

Metadata
TitleEkonomija doživljaja na primjeru manifestacije Advent u Zagrebu
Title (english)Experience economy a case of Advent in Zagreb
AuthorTihana Baždar Gašljević
MentorJasmina Dlačić (mentor)
Committee memberLidija Bagarić (predsjednik povjerenstva)
Committee memberJasmina Dlačić (član povjerenstva)
Committee memberDina Lončarić (član povjerenstva)
GranterUniversity of Rijeka
Faculty of Economics and Business
Rijeka
Defense date and country2021-10-12, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Abstract
SAŽETAK Rad tematizira ekonomiju doživljaja, jedan od recentnih fenomena iz sfere marketinga i poglavito, turizma. Rad daje uvid u teorijski koncept destinacijskog menadžmenta i marketinga, potom daje pregled ekonomije doživljaja te svih aspekata marketinga i recentnih trendova u marketingu koji se mogu vezati i primijeniti uz pojam ekonomije doživljaja. Nakon teorijskog okvira, rad prezentira istraživanje o stavovima posjetitelja manifestacije Advent u Zagrebu, u razdoblju njene najveće posjećenosti i popularnosti (2014. – 2019.) te rad predlaže, nakon analize istraživanja, područja unapređenja manifestacije prema postulatima ekonomije doživljaja. Dakle, predlaže se unapređenje sva četiri elementa manifestacije kroz prizmu ekonomije doživljaja: estetika, zabava, eskapizam i edukacija. U radu se dodatno predlažu i dva dodatna elementa u vidu atmosfere i ambijenta (jedan element) te autentičnosti manifestacije i destinacije, uz poseban naglasak na autentičnost, kako bi se izbjegla komodifikacija turizma u destinaciji. Ti bi elementi trebali, uz adekvatno upravljanje dionicima odnosno uključivanje lokalnog stanovništva u turističke tokove, doprinijeti dodatnom unapređenju manifestacije te rastu zadovoljstva manifestacijom kod posjetitelja i kod lokalnog stanovništva.
Abstract (english)
This paper examines the experience economy, one of the recent phenomena in the field of marketing and, especially, tourism. The paper provides an insight into the theoretical concept of destination management and marketing, then gives an overview of the experience economy and all aspects of marketing and recent trends in marketing that can be linked and applied to the concept of experience economy. After the theoretical framework, the paper presents research on the attitudes of visitors of the Advent in Zagreb, in the period of its highest attendance and popularity (2014 - 2019) and the paper proposes, after analyzing the research, improvement areas of the event according to the postulates of the experience economy. This work proposes an improvement of all four elements of the manifestation through the prism of the economy of experience: aesthetics, entertainment, escapism and education. The paper additionally proposes two new elements in the form of atmosphere and ambience (one element) and authenticity of the event and destination, which should be completely authentic in order to avoid commodification of tourism in the destination, and which should, with adequate stakeholder management and involvement of local population in tourist flows, contribute to the further improvement of the event and growing satisfaction with the event among visitors and the local population.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:192:787301
Study programmeTitle: Marketing management
Study programme type: university
Study level: postgraduate specialist
Academic / professional title: sveučilišni/a specijalist/specijalistica marketing menadžmenta (sveučilišni/a specijalist/specijalistica marketing menadžmenta)
Type of resourceText
File originBorn digital
Access conditionsAccess restricted to students and staff of home institution
Terms of useLicence In copyright icon
Created on2022-04-29 07:13:31