Analiza online komunikacije Hrvatske turističke zajednice

master's thesis

• Title (english): An Analysis of the Online Communication of the Croatian National Tourist Board
• Author: Frane Basioli
• Mentor: Domagoj Bebić (mentor)
• Committee member: Domagoj Bebić (predsjednik povjerenstva)
• Committee member: Hrvoje Jakopović (član povjerenstva)
• Committee member: Marina Mučalo (član povjerenstva)
• Granter: University of Zagreb; The Faculty of Political Science; (Department of Strategic Communication); Zagreb
• Defense date and country: 2018-06-26, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Information and Communication Sciences; Journalism

Abstract

Uloga Interneta i društvenih medija u svakodnevnom životu u zadnjih nekoliko godina postala je iznimno važna. Zahvaljujući otvorenosti komunikacije, lakoći povezivanja te mogućnosti aktivnog sudjelovanja Internet je postao najmoćniji medij današnjice. Svoju ulogu je stekao i u području promocije te to svakodnevno prepoznaje sve više poslovnih subjekata, pogotovo iz područja turizma prvenstveno zbog izravne komunikacije sa svojim klijentima. Cilj ovog rada je ispitati online komunikaciju Hrvatske turističke zajednice na društvenim mrežama Facebook, Instagram i Twitter. Kvantitativnom metodom analize sadržaja u radu se ispituju koje su aktualne teme koje Hrvatska turistička zajednica komunicira na svojim mrežama, potiče li se kroz objave na interakciju ili su samo promotivno usmjerene te učestalost komunikacije u predsezoni, sezoni i posezoni. Analiza je pokazala kako je priroda vodeća tema u svim analiziranim objavama. Glavni fokus objava je promoviranje te se ne potiče dovoljno na interakciju. Gledajući aktivnost na društvenim medijima po analiziranim periodima, najveća aktivnost zabilježena je u predsezoni, no ni sezona ni posezona ne odstupaju u većoj mjeri.
Istraživanjem se zaključuje kako je Hrvatska turistička zajednica prepoznala važnost i ulogu društvenih mreža u promoviranju Hrvatske kao poželjne destinacije.

Abstract (english)

The role of the Internet and social media in everyday life has become extremely important in recent years. Thanks to the openness of communication, the easiness of connectivity and the possibility of active participation, Internet has become one of the most powerful media. It has also gained its role in the field of promotion.That is recognized by more and more businesses on a daily base, especially in the field of tourism, primarily because of direct communication with clients. The aim of this thesis is to analyze the online communication of the Croatian National Tourist Board on social media Facebook, Instagram and Twitter. With quantitative methods this thesis analyze the current themes communicated by Croatian National Tourist Board, interaction of posts and frequency of communication in preseason, season and postseason on its social media. The analysis has shown that the nature is the leading theme in the all analyzed posts. The main focus of the posts and the interaction is not sufficiently represented. Therefor, analyzing activity on social media over the analyzed periods, the largest activity was recorded in the preseason, but neither the season nor the season did not deviate to a greater extent. The research concludes that the Croatian National Tourist Board has recognized the importance and the role of social media in promoting Croatia as a desirable destination.

• Keywords: Hrvatska turistička zajednica; online komunikacija; društvene mreže; Facebook; Instagram; Twitter; turizam; promocija
• Keywords (english): Croatian National Tourist Board; Online Communication; Social Media; Facebook; Instagram; Twitter; Tourism; Promotion
• Language: croatian
• URN:NBN: urn:nbn:hr:114:089768
• 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: Closed access
• Created on: 2018-12-07 13:04:54