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master's thesis
Strategija pozicioniranja i razvoj imidža malog grada
Zagreb: University of Zagreb, Faculty of Economics and Business, 2015. urn:nbn:hr:148:848704
Kroflin, Kristina
University of Zagreb
Faculty of Economics and Business

Institutional repository: REPEFZG

Cite this document

Kroflin, K. (2015). Strategija pozicioniranja i razvoj imidža malog grada (Master's thesis). Zagreb: University of Zagreb, Faculty of Economics and Business. Retrieved from https://urn.nsk.hr/urn:nbn:hr:148:848704

Kroflin, Kristina. "Strategija pozicioniranja i razvoj imidža malog grada." Master's thesis, University of Zagreb, Faculty of Economics and Business, 2015. https://urn.nsk.hr/urn:nbn:hr:148:848704

Kroflin, Kristina. "Strategija pozicioniranja i razvoj imidža malog grada." Master's thesis, University of Zagreb, Faculty of Economics and Business, 2015. https://urn.nsk.hr/urn:nbn:hr:148:848704

Kroflin, K. (2015). 'Strategija pozicioniranja i razvoj imidža malog grada', Master's thesis, University of Zagreb, Faculty of Economics and Business, accessed 26 December 2024, https://urn.nsk.hr/urn:nbn:hr:148:848704

Kroflin K. Strategija pozicioniranja i razvoj imidža malog grada [Master's thesis]. Zagreb: University of Zagreb, Faculty of Economics and Business; 2015 [cited 2024 December 26] Available at: https://urn.nsk.hr/urn:nbn:hr:148:848704

K. Kroflin, "Strategija pozicioniranja i razvoj imidža malog grada", Master's thesis, University of Zagreb, Faculty of Economics and Business, Zagreb, 2015. Available at: https://urn.nsk.hr/urn:nbn:hr:148:848704

Metadata
TitleStrategija pozicioniranja i razvoj imidža malog grada
Title (english)Positioning strategy and image development of small town
AuthorKristina Kroflin
MentorJurica Pavičić (mentor)
Committee memberSandra Horvat (predsjednik povjerenstva)
Committee memberMorana Fudurić (član povjerenstva)
GranterUniversity of Zagreb
Faculty of Economics and Business
Zagreb
Defense date and country2015-09-30, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Turizam je u posljednjih par desetljeća postao jedan od najznačajnijih sektora u globalnoj ekonomiji kojeg u stopu prati jaka i agresivna konkurencija. Kako bi zadržali postojeće turiste ili kako bi osvojili nova tržišta, destinacije nastoje stvoriti nadmoćnu vrijednost prema konkurenciji koristeći strategiju pozicioniranja u marketinškom poslovanju. Samim time rad ukazuje na važnost pozicioniranja u svijesti i pamćenju željene tržišne niše. Cilj ovoga rada također je identificirati i predstaviti obilježja destinacije koja mogu doprinijeti izgradnji pozitivnog i efektivnog imidža. Imidž koji destinacija prenosi na tržište postaje jedan od najznačajnijih faktora kod donošenja odluke potrošača o kupnji. U tom kontekstu obrazlaže se nastanak i kompleksnost turističke destinacije te važnost strateškog upravljanja imidžom destinacije. Najveća pozornost se poklanja studiji slučaja na primjeru malog grada Klanjca. Na temelju iznesenih teoretskih analiza rad nudi osnovne smjernice marketinške strategije koje mogu dovesti Klanjec do željenog prosperiteta.
Abstract (english)
Over the last few decades tourism has become one of the main sectors of the global economy that is followed by strong and aggressive competition. In order to retain customers or to gain new markets, destinations are trying to create superiority value over their rivals using positioning strategy in marketing management. Therefore this paper intends to discuss the importance of positioning strategy in the minds and memories of the desired market niche. The purpose of this paper is also to identify and present those destination features which contribute to build a positive and effective destination image. The image that a destination transmits to the market becomes one of the most influence element in tourist decision making process. In this context paper explains the emergence and complexity of tourism destination and importance of strategic management of image development. The main attention is paid to the case study on the example of the small town Klanjec. Based on the previous theoretical analysis, paper offers guidelines of a marketing strategy that can lead Klanjec to the desired prosperity.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:148:848704
Study programmeTitle: Business Economics
Study programme type: university
Study level: 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 on2016-11-11 10:26:01