Odrednice za brendiranje Starog Grada na Hvaru kao turističke destinacije

master's thesis

• Title (english): Determinants for Branding Stari Grad on the Island of Hvar as a Tourist Destination
• Author: Josipa Blačić
• Mentor: Hrvoje Jakopović (mentor)
• Committee member: Hrvoje Jakopović (predsjednik povjerenstva)
• Committee member: Dejan Gluvačević (član povjerenstva)
• Committee member: Boris Beck (član povjerenstva)
• Granter: University of Zagreb; The Faculty of Political Science; Zagreb
• Defense date and country: 2022-09-14, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Political Science

Abstract

Brendovi i brendiranje pojmovi su koji se sve češće susreću u našoj modernoj svakodnevici. Promatrajući odnose s javnošću i njihov utjecaj u turizmu, nemoguće je ne primijetiti važnost brendova – posebno brendiranja turističkih destinacija. Ovaj rad bavi se upravo načinima i odrednicama brendiranja turističke destinacije – u ovom slučaju Staroga Grada na otoku Hvaru. Destinacija više nije samo grad uz more, već potpuni turistički doživljaj obogaćen jedinstvenom ponudom i atrakcijama. Osnovni cilj istraživanja bio je dokazati da uz iskorištavanje postojećih potencijala, Stari Grad može postati prepoznatljiva turistička destinacija. Rad je utemeljen na dvije ankete – jedna namijenjena lokalnom stanovništvu kako bih se ustanovio identitet mjesta, a druga namijenjena posjetiteljima Staroga Grada kako bi se ustanovio njegov imidž. Zahvaljujući odgovorima ispitanika, osmišljena je strategija kojom bi se ispunili postavljeni ciljevi, a uz strategiju i niz taktika kojima bi Stari Grad postigao svoj potpuni potencijal. Također, brendiranje Staroga Grada kao turističke destinacije unaprijedilo bi kvalitetu života lokalne zajednice na otoku.

Abstract (english)

Brands and branding process are terms that are increasingly encountered in our modern, everyday life. Looking at public relations and their impact on tourism, it is impossible not to notice the importance of brands - especially the process of branding tourist destinations. This paper deals with the ways and determinants of branding a tourist destination - in this case Stari Grad on the island of Hvar. The destination is no longer just a town by the sea, but a complete tourist experience enriched with a unique offer and attractions. The main goal of the research was to prove that by exploiting the existing potentials, Stari Grad can become a recognizable tourist destination. The paper is based on two surveys - one intended for the local population to establish the identity of the place, and the other intended for visitors of Stari Grad to establish its image. Thanks to the answers of the respondents, a strategy has been devised to fulfill the set goals, and in addition to the strategy, a series of tactics by which Stari Grad would reach its full potential. Also, branding Stari Grad as a tourist destination would improve the quality of life if the local community on the island.

• Keywords: Stari Grad; turistička destinacija; brendiranje; taktike
• Keywords (english): Stari Grad; tourist destination; branding process; tactics
• Language: croatian
• URN:NBN: urn:nbn:hr:114:373446
• 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: 2023-01-13 09:33:04