Mogućnosti brendiranja malih mjesta na jadranskoj obali

master's thesis

• Title (english): Possibilities of Branding Small Places on the Adriatic coast
• Author: Dina Leško
• Mentor: Božo Skoko (mentor)
• Committee member: Božo Skoko (predsjednik povjerenstva)
• Committee member: Dejan Gluvačević (član povjerenstva)
• Committee member: Marina Mučalo (član povjerenstva)
• Granter: University of Zagreb; The Faculty of Political Science; Zagreb
• Defense date and country: 2022-09-16, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Political Science

Abstract

Dolazak modernog doba i pojava novih trendova utjecali su i na turizam, a naročito na interese modernog turista. Turističke destinacije razvile su jednaku ponudu. Turist u moru turističkih proizvoda ne može prepoznati posebnost mjesta, pa ni upoznati kulturu i tradiciju određenog područja. S druge strane, mala naselja na jadranskoj obali ne obiluju turističkom ponudom, ali su autentična i posebna, a jedino što nude su prirodne ljepote i svoj „karakter“. Cilj ovog istraživačkog rada bio je kroz metodu ankete analizirati zadovoljstvo ponudom malih naselja na primjeru mjesta Martinšćica na otoku Cresu. Kroz četiri istraživačka pitanja pokazalo se kako su prirodne ljepote i gostoljubivo stanovništvo prednosti ponude, dok su nedostaci slaba ponuda sportskog i zabavnog sadržaja. Osim toga rezultati su pokazali da bi osobe koje imaju bilo kakvu poveznicu s malim mjestom, boravile u mjestu kad bi se razvilo u veliku destinaciju, ali i da smatraju kako su prirodne ljepote i „karakter“ malih mjesta ono što čini njihov brend. Mala mjesta na jadranskoj obali se mogu brendirati na temelju onog što nude i što ih čini jedinstvenima na tržištu. Bilo kakav pokušaj masovnog turizma rezultirao bi uništavanjem njihovog identiteta, koji već sada čini brend.

Abstract (english)

Modern age and new trends have also influenced tourism, and especially the interests of modern tourists. Tourist destinations have developed an equal offer. A tourist in the sea of tourist products cannot recognize the uniqueness of a place, also he cannot get to know the culture and tradition of a certain area. On the other hand, small places on the Adriatic coast do not have a wide offer, but they are authentic and special, and the only thing they offer are natural beauties and their "character". The aim of this research work was to analyze the satisfaction with the offer of small places through the method of an online pool on the example of place Martinšćica on the island of Cres. With four research questions, it was shown that the natural beauties and local population are the advantages of the offer, while the disadvantages are the weak offer of sports and entertainment content. Also, the results showed that people who have any connection with a small places would stay in the certain place if it would be developed into a large destination, but also that they believe that the natural beauty and "character" of small places is what makes their brand. Small places on the Adriatic coast can be branded based on what they offer and what makes them unique in the market. Any attempt at mass tourism would result with the destruction of their identity, which is already the brand.

• Keywords: brendiranje; turizam; turističke destinacije; moderan turist; mala mjesta; Jadran; Martinšćica
• Keywords (english): branding; tourism; tourist destinations; modern tourist; small places; Adria; San Martino
• Language: croatian
• URN:NBN: urn:nbn:hr:114:664027
• 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: 2023-01-16 11:50:05