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master's thesis
Značaj društvenih medija u marketingu turističke destinacije
Zagreb: University of Zagreb, Faculty of Economics and Business, 2020. urn:nbn:hr:148:014968
Ribić, Matea
University of Zagreb
Faculty of Economics and Business

Institutional repository: REPEFZG

Cite this document

Ribić, M. (2020). Značaj društvenih medija u marketingu turističke destinacije (Master's thesis). Zagreb: University of Zagreb, Faculty of Economics and Business. Retrieved from https://urn.nsk.hr/urn:nbn:hr:148:014968

Ribić, Matea. "Značaj društvenih medija u marketingu turističke destinacije." Master's thesis, University of Zagreb, Faculty of Economics and Business, 2020. https://urn.nsk.hr/urn:nbn:hr:148:014968

Ribić, Matea. "Značaj društvenih medija u marketingu turističke destinacije." Master's thesis, University of Zagreb, Faculty of Economics and Business, 2020. https://urn.nsk.hr/urn:nbn:hr:148:014968

Ribić, M. (2020). 'Značaj društvenih medija u marketingu turističke destinacije', Master's thesis, University of Zagreb, Faculty of Economics and Business, accessed 28 December 2024, https://urn.nsk.hr/urn:nbn:hr:148:014968

Ribić M. Značaj društvenih medija u marketingu turističke destinacije [Master's thesis]. Zagreb: University of Zagreb, Faculty of Economics and Business; 2020 [cited 2024 December 28] Available at: https://urn.nsk.hr/urn:nbn:hr:148:014968

M. Ribić, "Značaj društvenih medija u marketingu turističke destinacije", Master's thesis, University of Zagreb, Faculty of Economics and Business, Zagreb, 2020. Available at: https://urn.nsk.hr/urn:nbn:hr:148:014968

Metadata
TitleZnačaj društvenih medija u marketingu turističke destinacije
Title (english)The role of social media in destination marketing
AuthorMatea Ribić
MentorJosip Mikulić (mentor)
Committee memberDarko Prebežac (predsjednik povjerenstva)
Committee memberPetra Barišić (član povjerenstva)
GranterUniversity of Zagreb
Faculty of Economics and Business
Zagreb
Defense date and country2020-09-23, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Abstract
Marketing u turizmu, pa tako i marketing turističke destinacije, specifičan je i kompleksan te zahtijeva velike napore i uključenost velikog broja subjekata. Upravljanje turističkom destinacijom i njezinim razvojem te provođenjem ključnih marketinških aktivnosti nastoji se stvoriti imidž destinacije te odgovarajuću razinu prepoznatljivosti i konkurentnosti na tržištu. S obzirom na rastuću važnost društvenih medija, kako u svakodnevnim životima ljudi, tako i u poslovnom svijetu, društveni mediji predstavljaju neizostavni dio u marketingu turističke destinacije. Stoga i Turistička zajednica grada Zagreba treba raditi na uspješnom provođenju marketinških aktivnosti putem društvenih medija i time pružati sve potrebne informacije potencijalnim posjetiteljima, poticati na dolazak u Zagreb te održavati imidž grada Zagreba kao turističke destinacije. U cilju utvrđivanja uspješnosti provedbe marketinških aktivnosti Turističke zajednice grada Zagreba putem društvenih medija, provedeno je online istraživanje na uzorku od 111 ispitanika, a nastojala se ispitati upoznatost ispitanika sa službenim profilima Turističke zajednice grada Zagreba na društvenim mrežama Facebook, Twitter, Instagram i YouTube te odrediti važnost i korist navedenih profila za ispitanike.
Abstract (english)
Marketing in tourism, including tourism destination marketing, is specific and complex and requires great efforts and the involvement of a large number of entities. The management of a tourist destination and its development, as well as the implementation of key marketing activities, strives to create the image of the destination and the appropriate level of recognition and competitiveness in the market. Given the growing importance of social media, both in people's daily lives and in the business world, social media is an indispensable part of tourism destination marketing. Therefore, Zagreb Tourist Board should work on the successful implementation of marketing activities through social media and thus provide all the necessary information to potential visitors, encourage them to come to Zagreb and maintain the image of the city of Zagreb as a tourist destination. In order to determine the success of marketing activities of Zagreb Tourist Board through social media, an online survey was conducted on a sample of 111 respondents, and sought to examine respondents' familiarity with the official profiles of Zagreb Tourist Board on social networks Facebook, Twitter, Instagram and YouTube and the importance and benefit of these profiles for respondents.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:148:014968
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 on2020-09-25 16:28:25