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master's thesis
Analiza marketinške komunikacijske strategije Like kao turističke destinacije
Zagreb: University of Zagreb, Faculty of Economics and Business, 2023. urn:nbn:hr:148:021648
Gamilec, Dora
University of Zagreb
Faculty of Economics and Business
Department of Tourism

Institutional repository: REPEFZG

Cite this document

Gamilec, D. (2023). Analiza marketinške komunikacijske strategije Like kao turističke destinacije (Master's thesis). Zagreb: University of Zagreb, Faculty of Economics and Business. Retrieved from https://urn.nsk.hr/urn:nbn:hr:148:021648

Gamilec, Dora. "Analiza marketinške komunikacijske strategije Like kao turističke destinacije." Master's thesis, University of Zagreb, Faculty of Economics and Business, 2023. https://urn.nsk.hr/urn:nbn:hr:148:021648

Gamilec, Dora. "Analiza marketinške komunikacijske strategije Like kao turističke destinacije." Master's thesis, University of Zagreb, Faculty of Economics and Business, 2023. https://urn.nsk.hr/urn:nbn:hr:148:021648

Gamilec, D. (2023). 'Analiza marketinške komunikacijske strategije Like kao turističke destinacije', Master's thesis, University of Zagreb, Faculty of Economics and Business, accessed 28 June 2024, https://urn.nsk.hr/urn:nbn:hr:148:021648

Gamilec D. Analiza marketinške komunikacijske strategije Like kao turističke destinacije [Master's thesis]. Zagreb: University of Zagreb, Faculty of Economics and Business; 2023 [cited 2024 June 28] Available at: https://urn.nsk.hr/urn:nbn:hr:148:021648

D. Gamilec, "Analiza marketinške komunikacijske strategije Like kao turističke destinacije", Master's thesis, University of Zagreb, Faculty of Economics and Business, Zagreb, 2023. Available at: https://urn.nsk.hr/urn:nbn:hr:148:021648

Metadata
TitleAnaliza marketinške komunikacijske strategije Like kao turističke destinacije
Title (english)Analysis of marketing communication strategy of Lika as a tourist destination
AuthorDora Gamilec
MentorPetra Barišić (mentor)
Committee memberVanja Krajinović (član povjerenstva)
Committee memberDarko Prebežac (član povjerenstva)
GranterUniversity of Zagreb
Faculty of Economics and Business
(Department of Tourism)
Zagreb
Defense date and country2023-09-26, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Trade and Tourism
Abstract
U razdoblju silovitog rasta i razvoja društvenih medija, ekonomskih šokova kao što su pandemija i recesija te izrazito razvijene konkurencije, opstanak i uspješnost neke turističke destinacije ovisi o uspješnosti njezine poslovne strategije. Marketinškom komunikacijom i njezinim širenjem, turistički proizvod, usluga, objekt ili destinacija mogu doprijeti do većeg tržišta. Ovaj rad definira marketinšku komunikacijsku strategiju te pojam brenda i imidža destinacije. Provedeno istraživanje daje uvid u percepciju i stavove generacije Z o imidžu Like kao turističke destinacije.
Abstract (english)
In a period of rapid growth and development of social media, economic shocks such as the pandemic and recession, and highly developed competition, the survival and success of some tourist destinations depends on the success of its business strategy. Through marketing communication and its expansion, a tourist product, service, facility or destination can reach a larger market. This paper defines the marketing communication strategy and the concept of destination brand and image. The conducted research provides an insight into the perception and attitudes of generation Z regarding the image of Lika as a tourist destination.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:148:021648
Study programmeTitle: Business Economics
Study programme type: university
Study level: integrated undergraduate and graduate
Academic / professional title: magistar/magistra ekonomije (magistar/magistra ekonomije)
Type of resourceText
File originBorn digital
Access conditionsAccess restricted to students and staff of home institution
Terms of useLicence In copyright icon
Created on2023-09-27 14:25:32