Odnosi s javnošću u promociji turističkih destinacija - primjer Dubrovnika

master's thesis

• Title (english): Public Relations in Promotion of Tourist Destinations: The Case of Dubrovnik
• Author: Anamaria Galjuf
• Mentor: Hrvoje Jakopović (mentor)
• Committee member: Hrvoje Jakopović (predsjednik povjerenstva)
• Committee member: Igor Kanižaj (član povjerenstva)
• Committee member: Marin Galić (član povjerenstva)
• Granter: University of Zagreb; The Faculty of Political Science; Zagreb
• Defense date and country: 2021-09-24, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Information and Communication Sciences; Journalism

Abstract

Rad se bavi ulogom odnosa s javnošću u promociji turističkih destinacija na primjeru Dubrovnika. Cilj rada je pobliže objasniti, analizirati i istražiti važnost i ulogu odnosa s javnošću u promidžbi turističkih destinacija i stvaranju pozitivnog imidža u svijesti potrošača. Na temelju korištene literature i podataka dobivenih istraživanjem, prikazuje se kako Dubrovnik, kao najpoznatija turistička destinacija u Hrvatskoj i destinacija s najviše ostvarenih noćenja u 2019. godini, koristi odnose s javnošću u promoviranju svojih atrakcija, proizvoda i usluga. Sukladno tome, provedena su dva istraživanja - anketno istraživanje na uzorku od 115 osoba iz različitih država svijeta te intervju sa stručnjakinjom za odnose s javnošću TZ grada Dubrovnika. Također, izvedena je i SWOT analiza Dubrovnika kao turističke destinacije. Na temelju rezultata provedenih istraživanja pružen je kritički osvrt te su dati odgovori na postavljena istraživačka pitanja. Rad završava zaključkom sa kojim je objedinjena cjelokupna tematika rada.

Abstract (english)

The paper deals with the role of public relations in the promotion of tourist destinations on the example of Dubrovnik. The aim of this paper is to explain, analyze and investigate the importance and the role of public relations in the promotion of tourist destinations and the creation of a positive image in the minds of consumers. Based on the used literature and data obtained from the research, it is shown how Dubrovnik, as the most famous tourist destination in Croatia and the destination with the most overnight stays in 2019, uses public relations to promote its attractions, products and services. Accordingly, two researches were conducted - a survey questionnaire on a sample of 115 people from different countries and an interview with a public relations expert of the Dubrovnik Tourist Board. Also, a SWOT analysis of Dubrovnik as a tourist destination was performed. Based on the results of the researches, a critical review was provided and answers to the research questions were given. The paper ends with a conclusion that unites the entire topic of the paper.

• Keywords: turizam; odnosi s javnošću; turističke destinacije; promocija; Dubrovnik
• Keywords (english): tourism; public relations; tourist destinations; promotion; Dubrovnik
• Language: croatian
• URN:NBN: urn:nbn:hr:114:659054
• 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: 2022-01-26 10:08:35