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undergraduate thesis
Marketing u funkciji promocije ugostiteljskog proizvoda
Opatija: University of Rijeka, Faculty of Tourism and Hospitality Management, 2023. urn:nbn:hr:191:189469
Ćurčić, Tea
University of Rijeka
Faculty of Tourism and Hospitality Management

Institutional repository: Repository of Faculty of Tourism and Hospitality Management

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Ćurčić, T. (2023). Marketing u funkciji promocije ugostiteljskog proizvoda (Undergraduate thesis). Opatija: University of Rijeka, Faculty of Tourism and Hospitality Management. Retrieved from https://urn.nsk.hr/urn:nbn:hr:191:189469

Ćurčić, Tea. "Marketing u funkciji promocije ugostiteljskog proizvoda." Undergraduate thesis, University of Rijeka, Faculty of Tourism and Hospitality Management, 2023. https://urn.nsk.hr/urn:nbn:hr:191:189469

Ćurčić, Tea. "Marketing u funkciji promocije ugostiteljskog proizvoda." Undergraduate thesis, University of Rijeka, Faculty of Tourism and Hospitality Management, 2023. https://urn.nsk.hr/urn:nbn:hr:191:189469

Ćurčić, T. (2023). 'Marketing u funkciji promocije ugostiteljskog proizvoda', Undergraduate thesis, University of Rijeka, Faculty of Tourism and Hospitality Management, accessed 18 November 2024, https://urn.nsk.hr/urn:nbn:hr:191:189469

Ćurčić T. Marketing u funkciji promocije ugostiteljskog proizvoda [Undergraduate thesis]. Opatija: University of Rijeka, Faculty of Tourism and Hospitality Management; 2023 [cited 2024 November 18] Available at: https://urn.nsk.hr/urn:nbn:hr:191:189469

T. Ćurčić, "Marketing u funkciji promocije ugostiteljskog proizvoda", Undergraduate thesis, University of Rijeka, Faculty of Tourism and Hospitality Management, Opatija, 2023. Available at: https://urn.nsk.hr/urn:nbn:hr:191:189469

Metadata
TitleMarketing u funkciji promocije ugostiteljskog proizvoda
Title (english)Marketing in the function od promotivnog the catering product
AuthorTea Ćurčić
MentorSlobodan Ivanović (mentor)
GranterUniversity of Rijeka
Faculty of Tourism and Hospitality Management
Opatija
Defense date and country2023-09-21, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
U kontekstu globalizacije gdje su kulturalna baština i tradicija često podložni homogenizaciji, autentična gastronomska ponuda Hrvatske ističe se kao ključna točka razlikovanja. Hrvatska, s geografskom i kulturalnom raznolikošću, nudi različite autohtone kulinarske specijalitete koji reflektiraju povijest, geografiju i kulturu svake pojedine regije. Ovaj rad bavi se pitanjem kako se bogata gastronomska baština Hrvatske, ali i drugih regija, može učinkovito prezentirati i promovirati na globalnom tržištu putem marketinških strategija i alata. Kroz detaljnu analizu, razmotren je povijesni i kulturni kontekst hrvatske gastronomije, metodologija marketinške promocije i primjeri uspješnih kampanja. Poseban naglasak stavljen je na gastronomiju koja nije samo hrana, već i doživljaj. Upravo to može biti snažno sredstvo za promociju ugostiteljskih objekata, jačanje nacionalnog identiteta i povećanje turističke atraktivnosti pojedine destinacije. S obzirom na dinamično i konkurentno tržište, rad istražuje kako se tradicionalne kulinarske vrijednosti mogu kombinirati s modernim marketinškim alatima kako bi se postigla optimalna promocija i očuvanje gastronomske baštine.
Abstract (english)
In the context of globalization where cultural heritage and traditions often face homogenization, the authentic culinary offerings of Croatia stand out as a pivotal point of differentiation. Croatia, with its geographical and cultural diversity, presents various indigenous culinary specialties that reflect the history, geography, and culture of each specific region. This paper addresses how the rich culinary heritage of Croatia, as well as that of other regions, can be effectively showcased and promoted on the global market through marketing strategies and tools. Through a detailed analysis, the historical and cultural context of Croatian gastronomy has been examined, along with the methodology of marketing promotion and examples of successful campaigns. A particular emphasis has been placed on gastronomy, which is not just food but an experience. This can be a potent tool for promoting hospitality establishments, strengthening national identity, and enhancing the touristic appeal of a given destination. Considering the dynamic and competitive market, this study explores how traditional culinary values can be combined with modern marketing tools to achieve optimal promotion and preservation of culinary heritage.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:191:189469
Study programmeTitle: Business Economics in Tourism and Hospitality; moduls: Entrepreneurship in Tourism and Hospitality, Tourism Management, Hospitality Management, International Tourism and Hospitality Management, Event and Leisure Management; specializations in: Entrepreneurship in Tourism and Hospitality, Tourism Management, Hospitality Management, International Tourism and Hospitality Management, Event and Leisure Management, Tourism Management; Hospitality Management; International Tourism and Hospitality Management; Event and Leisure Management, Menadžment u hotelijerstvu; Hospitality Management
Course: Hospitality Management
Study programme type: university
Study level: undergraduate
Academic / professional title: sveučilišni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) ekonomije (sveučilišni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) ekonomije)
Type of resourceText
File originBorn digital
Access conditionsOpen access
Terms of useLicence Attribution 4.0 International (CC BY 4.0) icon
Created on2023-09-13 17:53:04