Moda kao sredstvo promocije destinacija

master's thesis

• Title (english): Fashion as a Means of Promoting Destinations
• Author: Leona Ljubičić
• Mentor: Hrvoje Jakopović (mentor)
• Mentor: Dejan Gluvačević (komentor)
• Committee member: Hrvoje Jakopović (predsjednik povjerenstva)
• Committee member: Tena Perišin (član povjerenstva)
• Committee member: Božo Skoko (član povjerenstva)
• Granter: University of Zagreb; The Faculty of Political Science; Zagreb
• Defense date and country: 2020-09-18, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Information and Communication Sciences; Journalism

Abstract

Kreativnost i zabava za jedne, a posao i izvor zarade za druge. Kao takva, modna industrija postala je zanimljiva i znanstvenim krugovima iz područja komunikacija i odnosa s javnošću. Moda je putem masovnih medija postala dostupna svima, a slavne osobe iz svijeta mode (poput dizajnera, blogera i influencera) često je kombiniraju s poslovnim putovanjima. Zahvaljujući modi poznate destinacije postaju još atraktivnije, a one manje poznate postaju izloženije očima šire javnosti. Stoga, u ulozi destinacijskog brendiranja koja se odvija svjesno ili nesvjesno, sve češće vidimo poznate osobe iz modne industrije. Koristeći se informacijama iz postojećih istraživanja i teorijskim postavkama iz područja odnosa s javnošću i modne industrije, ovaj rad nastojat će utvrditi kako modna može služiti kao sredstvo promocije destinacija.

Abstract (english)

Creativity and fun for some, and work and a source of income for others. As such, the fashion industry has also become interesting to scientific circles in the field of communications and public relations. Fashion has become accessible to everyone through the mass media, and celebrities from the fashion world (such as designers, bloggers, and influencers) often combine it with business travel. Thanks to fashion, famous destinations become even more attractive, and the lesser-known ones become more exposed to the eyes of the general public. Therefore, in the role of destination branding that happens consciously or unconsciously, we increasingly see celebrities from the fashion industry. Using information from existing research and theoretical assumptions from the field of public relations and the fashion industry, this paper will seek to determine how fashion can serve as a means of promoting destinations.

• Keywords: međunarodni odnosi s javnošću; javna diplomacija; brendiranje destinacija; meka moć; modna industrija; društvene mreže; influenceri; modni blogeri; shopping turizam; Fashion Week
• Keywords (english): international public relations; public diplomacy; destination branding; soft power; fashion industry; social media networks; influencers; fashion bloggers; shopping tourism; Fashion week
• Language: croatian
• URN:NBN: urn:nbn:hr:114:224732
• 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: Access restricted to authenticated users
• Created on: 2020-11-02 08:44:51