Strategija brendiranja grada kao turističke destinacije - slučaj grada Zadra

master's thesis

• Title (english): Strategic city branding through tourism - the case of city of Zadar
• Author: Giulia Boghetta
• Mentor: Hrvoje Jakopović (mentor)
• Mentor: Božo Skoko (mentor)
• Committee member: Hrvoje Jakopović (predsjednik povjerenstva)
• Committee member: Božo Skoko (član povjerenstva)
• Committee member: Ivo Žanić (član povjerenstva)
• Granter: University of Zagreb; The Faculty of Political Science; (Department of Journalism and Media Production); Zagreb
• Defense date and country: 2016-07-08, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Information and Communication Sciences; Journalism

Abstract

Sažetak
U ovom radu istražuje se javno mnijenje stanovnika grada Zadra kako bi se dobio uvid u to koliko njihovi stavovi i mišljenje mogu pridonijeti razvoju strategije za brendiranje turističke destinacije. Važnost ovog istraživanja leži u činjenici kako je lokalno stanovništvo ključno za razvoj turizma i može utjecati na njegovu integraciju. Uzimajući u obzir turizam kao važan alat za napredak čitavog prosperiteta kao i ugleda grada, dolazi se do zaključka kako turizam nije fenomen sam po sebi, već njegov utjecaj i prelijevanje na druge gospodarske grane čini ga značajnom industrijom koja može poboljšati čitavi sustav grada. Stanovnici grada Zadra potiču razvoj turizma u Zadru poglavito radi poboljšanja uvjeta života i otvaranja radnih mjesta. U cilju ostvarenja najbolje ponude smatra se kako stanovništvo igra vrlo važnu ulogu kada je riječ o razvoju turističke destinacije, i svjesno je sveukupnih snaga koje treba isticati i nedostataka koje treba umanjiti u svrhu stvaranja grada Zadra kao brenda.

Abstract (english)

This paper explores the public opinion of inhabitants of the city of Zadar in order to gain insight into how their attitudes and opinions can contribute to the development of strategies for branding tourist destination. The importance of this study lies in the fact that the local population is essential for the development of tourism and may affect its integration. Taking account of tourism as an important tool for the advancement of the whole prosperity and reputation of the city, it can be concluded that tourism is a not phenomenon in itself, but its impact and spillover to other industries makes it a significant industry that can improve the entire system of the city. Residents of the city of Zadar encourage the development of tourism in Zadar mainly to improve living conditions and creating jobs. In order to achieve the best offer it is considered that the population play very important role when it comes to the development of tourist destinations, and is aware of the overall strength that needs to be stand and shortcomings that need to be reduced in order to create the city of Zadar as a brand.

• Keywords: brendiranje grada; turistička destinacija; stanovništvo
• Keywords (english): city branding; tourist destination; inhibitants
• Language: croatian
• URN:NBN: urn:nbn:hr:114:185321
• 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: 2016-11-22 13:42:52