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master's thesis
Mogućnosti i načini brendiranja otoka Mljeta
Zagreb: University of Zagreb, The Faculty of Political Science, 2017. urn:nbn:hr:114:546315
Drače, Inja
University of Zagreb
The Faculty of Political Science
Department of Journalism and Media Production

Institutional repository: FPSZG repository

Cite this document

Drače, I. (2017). Mogućnosti i načini brendiranja otoka Mljeta (Master's thesis). Zagreb: University of Zagreb, The Faculty of Political Science. Retrieved from https://urn.nsk.hr/urn:nbn:hr:114:546315

Drače, Inja. "Mogućnosti i načini brendiranja otoka Mljeta." Master's thesis, University of Zagreb, The Faculty of Political Science, 2017. https://urn.nsk.hr/urn:nbn:hr:114:546315

Drače, Inja. "Mogućnosti i načini brendiranja otoka Mljeta." Master's thesis, University of Zagreb, The Faculty of Political Science, 2017. https://urn.nsk.hr/urn:nbn:hr:114:546315

Drače, I. (2017). 'Mogućnosti i načini brendiranja otoka Mljeta', Master's thesis, University of Zagreb, The Faculty of Political Science, accessed 27 December 2024, https://urn.nsk.hr/urn:nbn:hr:114:546315

Drače I. Mogućnosti i načini brendiranja otoka Mljeta [Master's thesis]. Zagreb: University of Zagreb, The Faculty of Political Science; 2017 [cited 2024 December 27] Available at: https://urn.nsk.hr/urn:nbn:hr:114:546315

I. Drače, "Mogućnosti i načini brendiranja otoka Mljeta", Master's thesis, University of Zagreb, The Faculty of Political Science, Zagreb, 2017. Available at: https://urn.nsk.hr/urn:nbn:hr:114:546315

Metadata
TitleMogućnosti i načini brendiranja otoka Mljeta
Title (english)Possibilities and ways of branding Island Mljet
AuthorInja Drače
MentorBožo Skoko (mentor)
Committee memberBožo Skoko (predsjednik povjerenstva)
Committee memberZlatan Krajina (član povjerenstva)
Committee memberMarina Mučalo (član povjerenstva)
GranterUniversity of Zagreb
The Faculty of Political Science
(Department of Journalism and Media Production)
Zagreb
Defense date and country2017-07-03, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Information and Communication Sciences
Journalism
Abstract
Brendiranje je postalo jedna od tema koja privlači mnogo pozornosti u suvremenom i globaliziranom svijetu. Riječ je o kompleksnom procesu koji u Hrvatskoj ne dobiva zasluženu pozornost. Ovaj se rad bavi načinima i mogućnostima brendiranja hrvatske turističke destinacije, otoka Mljeta. Turistički proizvod je specifičan iz niza razloga. Radi se o multidimenzionalnom proizvodu koji obuhvaća brojne izazove, pogotovo u slučaju otoka. Turistička se industrija razvila u izrazito kompetitivnu granu u kojoj brendiranje postaje poslovna nužnost. Ono podrazumijeva stvaranje diferenciranog proizvoda, odnosno prepoznatljivog turističkog iskustva čije provođenje mora biti zasnovano na pomno osmišljenoj strategiji. Kreiranje strategije ovisi o mnogobrojnim mljetskim resursima kojima se treba početi strateški upravljati. Rad se temelji na dvjema anketama koje su provedene s ciljem ustanovljivanja mljetskog identiteta i imidža u kojima su ispitanici bili Mljećani te turisti koji su već posjetili Mljet. Temeljem dobivenih rezultata osmišljena je okvirna dugoročna strategije te su dane taktike, odnosno koraci koje bi trebalo poduzeti kako bi Mljet dosegnuo svoj potencijal te upravljao svojom komunikacijom i imidžem na željeni način. Cilj rada je bio pokazati kako brendiranje može biti korišteno radi oživljavanja života na otoku i poboljšavanja životnih uvjeta.
Abstract (english)
Branding process has become one of the modern hot topics in the globalized world. In Croatia, not enough attention is paid to this valuable, yet complex process. The purpose of this paper is to explore possibilities and ways of the branding of tourist destination, Croatian island Mljet. A tourist product is very specific so the taken approach must also be specific. The tourist industry is an extremely competitive one, and in such conditions branding becomes a necessity. The subject of this paper is branding of a multidimensional product which encompasses a lot of challenges, as well as a wide scope of possibilities. Branding entails the creation of an authentic and differentiated product that can be conceptualized as a tourist experience, and must be based on a carefully planned strategy. Creation of such strategy has to include managing Mljet's resources. This paper is based on two surveys that were used with the intention of discovering the image and identity of Mediterranean island Mljet. Long term strategy and tactics were offered based on the results of surveys. The objective of the strategy proposed in this analysis was to conceive guidelines that would help Mljet reach its full potential and improve life on the island.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:114:546315
Study programmeTitle: Journalism
Study programme type: university
Study level: graduate
Academic / professional title: magistar/magistra novinarstva (magistar/magistra novinarstva)
Type of resourceText
File originBorn digital
Access conditionsOpen access
Terms of useLicence In copyright icon
Created on2017-10-17 11:52:14