Mogućnosti i načini brendiranja otoka Mljeta

master's thesis

• Title (english): Possibilities and ways of branding Island Mljet
• Author: Inja Drače
• Mentor: Božo Skoko (mentor)
• Committee member: Božo Skoko (predsjednik povjerenstva)
• Committee member: Zlatan Krajina (član povjerenstva)
• Committee member: Marina Mučalo (član povjerenstva)
• Granter: University of Zagreb; The Faculty of Political Science; (Department of Journalism and Media Production); Zagreb
• Defense date and country: 2017-07-03, 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: brendiranje; otok Mljet; turistička destinacija; strategija; taktike
• Keywords (english): branding; island Mljet; strategy; tactics
• Language: croatian
• URN:NBN: urn:nbn:hr:114:546315
• Study programme: Title: Journalism; Study programme type: university; Study level: graduate; Academic / professional title: magistar/magistra novinarstva (magistar/magistra novinarstva)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Open access
• Created on: 2017-10-17 11:52:14