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professional thesis
Nekonvencionalna komunikacija kulturnih ustanova
Rijeka: University of Rijeka, Faculty of Economics and Business, 2017. urn:nbn:hr:192:335829
Blažević, Iva
University of Rijeka
Faculty of Economics and Business

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

Cite this document

Blažević, I. (2017). Nekonvencionalna komunikacija kulturnih ustanova (Professional thesis). Rijeka: University of Rijeka, Faculty of Economics and Business. Retrieved from https://urn.nsk.hr/urn:nbn:hr:192:335829

Blažević, Iva. "Nekonvencionalna komunikacija kulturnih ustanova." Professional thesis, University of Rijeka, Faculty of Economics and Business, 2017. https://urn.nsk.hr/urn:nbn:hr:192:335829

Blažević, Iva. "Nekonvencionalna komunikacija kulturnih ustanova." Professional thesis, University of Rijeka, Faculty of Economics and Business, 2017. https://urn.nsk.hr/urn:nbn:hr:192:335829

Blažević, I. (2017). 'Nekonvencionalna komunikacija kulturnih ustanova', Professional thesis, University of Rijeka, Faculty of Economics and Business, accessed 28 November 2024, https://urn.nsk.hr/urn:nbn:hr:192:335829

Blažević I. Nekonvencionalna komunikacija kulturnih ustanova [Professional thesis]. Rijeka: University of Rijeka, Faculty of Economics and Business; 2017 [cited 2024 November 28] Available at: https://urn.nsk.hr/urn:nbn:hr:192:335829

I. Blažević, "Nekonvencionalna komunikacija kulturnih ustanova", Professional thesis, University of Rijeka, Faculty of Economics and Business, Rijeka, 2017. Available at: https://urn.nsk.hr/urn:nbn:hr:192:335829

Metadata
TitleNekonvencionalna komunikacija kulturnih ustanova
AuthorIva Blažević
MentorJasmina Dlačić (mentor)
Committee memberIvana First Komen (predsjednik povjerenstva)
Committee memberIvan Frančišković (član povjerenstva)
Committee memberJasmina Dlačić (član povjerenstva)
GranterUniversity of Rijeka
Faculty of Economics and Business
Rijeka
Defense date and country2017-06-19, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Abstract
Nekonvencionalna komunikacija posjeduje potencijal sa svrhom doprinosa, ne samo za dobrobit kulturnih ustanova, već i općenito za društvo, podizanjem njihove opće kulture, ali također i postizanju ekonomskog rasta koji se temelji na kulturnim industrijama. Iako kulturne ustanove spadaju u neprofitne organizacije i za glavni cilj imaju prvenstveno društvenu korist, a tek onda profit, nužno je da kulturne ustanove ostvaruju profit kako bi u konačnici mogle poslovati i razvijati se. Ovaj rad iznosi teorijsko objašnjenje marketinga kulturnih ustanova kao i razumijevanje nekonvencionalne komunikacije kulturnih ustanova pružajući pregled literature i analizu ciljeva takve komunikacije. Na temelju teorijskog istraživanja o marketingu kulturnih ustanova, cilj empirijskog istraživanja je bio prepoznati razlog primjene nekonvencionalne komunikacije u kulturnim ustanovama kao i reakcije gledatelja na takvu vrstu promocije. Istraživanje je ograničeno na Hrvatsko narodno kazalište Ivan pl. Zajc u Rijeci. Rezultatima istraživanja se došlo do zaključka kako nekonvencionalna komunikacija koju provodi Hrvatsko narodno kazalište Ivan pl. Zajc u Rijeci utječe na uključenost i ponašanje potrošača, odnosno na njihovu namjeru odlaska u kazalište. Osim navedenog, istraživanjem se također uvidjelo kako se primjenom nekonvencionalne komunikacije povećava angažiranost potrošača.
Abstract (english)
Unconventional communication has the potential for the purpose of contributing, not only to the benefit of cultural institutions, but also for the society in general, raising their general culture, but also to achieving economic growth based on cultural industries. Although cultural institutions belong to non-profit organizations and their main aim is primarily social benefit, it is essential for cultural institutions to make profits so they can ultimately be able to operate. This work explain what is marketing of cultural institutions by providing a literature review and analysis of the objectives of this kind of communication. Based on the theorical research on marketing of cultural institutions, the aim of the research was to identify the reason for the application of unconventional communication in cultural institutions as well as the audience's reaction to such promotion. The empirical research was limited to the Croatian National Theater Ivan pl. Zajc in Rijeka. The results of the research have come to the conclusion that the unconventional communication of Croatian National Theater Ivan pl. Zajc in Rijeka positively affects consumer invovment and behavior which positively affects their intention to go to the theater. The research also found that unconventional communication has a positive impact on consumer engagment.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:192:335829
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 on2017-11-20 12:27:08