| Abstract | Ovaj diplomski rad definira i pojašnjava pojmove kao što su: brend, brendiranje, brendiranje grada, turizam, festivalski turizam. Nadalje, cilj rada otkriti je kolika je uloga festivalskog turizma u brendiranju grada Splita te kojim alatima se služe PR-ovci i organizatori splitskih festivala kako bi privukli posjetitelje na festival. U istraživanje je uključeno pet splitskih festivala: Festival mediteranskog filma Split, Splitsko ljeto, Ultra Europe festival, Festival zabavne glazbe Split te MAGfestival. Kako bi se postigli ciljevi istraživanja, intervjuirano je sedam ispitanika koji rade na navedenim festivalima, a korišten je polustrukturirani intervju. Intervjui su se vodili putem elektroničke pošte, s obzirom na geografsku udaljenost sugovornika. Svih sedam ispitanika dobili su 13 jednakih pitanja, a neki njihovi odgovori zahtijevali su potpitanja kako bi se dobio prošireniji, odnosno smisleniji odgovor. Nakon proučavanja dostupne literature te analize odgovora intervjuiranih osoba, dobiveni su različiti zaključci. Jedan od njih je taj da festivalski turizam uvelike doprinosi brendiranju grada Splita, koji posljednjih nekoliko godina više nije samo tranzitni grad, već turistička destinacija u kojoj gosti borave više dana. Osim toga, istraživanje je pokazalo kako se za brendiranje i promociju Splita koriste brojni alati, ponajviše društvene mreže, ali i mediji te razne vrste oglašavanja. Nadalje, Split ima veliki potencijal, ali njegovo brendiranje bi bilo još uspješnije kada bi postojala umreženost među festivalima. Osim toga, trebalo bi se više raditi na brendiranju grada kroz cijelu godinu, a ne samo preko ljeta. Konačno, potrebno je više političke volje, ali i novca da bi se promocija i brendiranje kvalitetnije proveli. |
| Abstract (english) | In this thesis terms such as brand, branding, the branding of a city, tourism and festival tourism are defined and clarified. Furthermore, the purpose of the thesis is to examine the role of festival tourism in the branding of the city of Split as well as the various methods the members of the PR team and the organizers of the festivals in Split use to attract visitors. This research is focused on five festivals in Split: the Mediterranean Film Festival Split, the Split Summer Festival, the Ultra Europe Festival, the Split Festival, and MAGfestival. In the research, seven people involved in the organization of the festivals are interviewed through the use of a semi-structured interview. The interviews were conducted through the use of e-mail, due to geographic distance. All seven of the interviewees were asked the same 13 questions. Some of their answers need to be further examined through the use of additional questions in order to receive a more complete, coherent answer. Following the study of available literature and the analysis of the interviewees' answers, various conclusions were reached. The first conclusion is that festival tourism greatly contributes to the branding of the city of Split. Accordingly, over recent years Split has abandoned its role as a transit city and emerged as a tourist destination which guests visit for several days. Apart from this, the research has shown that several tools are used to brand and promote Split, such as the media – mostly social networks – and various other types of advertisement. What is more, Split has great potential, but its branding could be done more successfully if the communication between the festivals was improved. Aside from this, more attention should be given to the branding of the city throughout the whole year, and not just during the summer. Finally, more political and financial support is needed to promote and brand the city more successfully. |
