Uloga sportskih događaja u brendiranju i promociji države na primjeru utrke World Rally Championship u Hrvatskoj

master's thesis

• Title (english): The Role of Sports Events in the Country's Branding and Promotion: The Case of the World Rally Championship Race in Croatia
• Author: Karla Ivanišević
• Mentor: Marin Galić (mentor)
• Committee member: Marin Galić (predsjednik povjerenstva)
• Committee member: Gordana Vilović (član povjerenstva)
• Committee member: Igor Kanižaj (član povjerenstva)
• Granter: University of Zagreb; The Faculty of Political Science; Zagreb
• Defense date and country: 2022-09-20, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Political Science

Abstract

Diplomski rad „Uloga sportskih događaja u brendiranju i promociji države na primjeru utrke World Rally Championship u Hrvatskoj“ istražuje kako sportski događaji utječu na brend i promociju države, u ovom slučaju kako WRC (Svjetsko prvenstvo u reliju) utječe na Hrvatsku.
U današnjem svijetu, zemlje se moraju međusobno natjecati na velikom globalnom tržištu. Organizacija velikih sportskih događaja dovodi zemlju u središte pozornosti globalnih medija i, ako se dobro iskoristi, može promijeniti percepciju javnosti o natjecanju i predstaviti zemlju kao privlačnu destinaciju. Iz tog razloga, ovaj rad istražuje kako sportski događaji utječu na imidž i brend Republike Hrvatske, pod teoretskom pretpostavkom povezanosti sportskih događaja i stimuliranja hrvatskog gospodarstva kroz turističku promidžbu i jačanje brenda Hrvatske kao sportske i turističke destinacije.
U radu je objašnjeno što je to brendiranje države i turističke destinacije, te kako sport i sportski događaji utječu na državu i sportski turizam. Provedeno je empirijsko istraživanje putem ankete, kojom su dobiveni rezultati pokazali da WRC utječe na sportsko i turističko brendiranje Hrvatske.

Abstract (english)

The diploma thesis „The Role of sports event sin the Country’s Branding and Promotion: The case of the World Rally Championship in Croatia“ investigates how sports events affect the brand and promotion of the country, in this case how the WRC affects Croatia
In today's world, countries around the world have to compete with each other in a large global market. Hosting major sporting events puts a country in the global media spotlight and, if used well, can change public perception of the competition and present the country as an attractive destination. It is for this reason that this paper investigates how sports events affect the image and brand of the Republic of Croatia under the theoretical assumption of the connection between sports events and stimulating the Croatian economy through tourism promotion and strengthening the brand of Croatia as a sports and tourist destination.
The paper explains what branding of the country and tourist destination is, as well as how sports and sports events affect the country and sports tourism. Research was conducted through a survey, the results of which showed how the WRC (World Rally Championship) affects the sports and tourism branding of Croatia.

• Keywords: brendiranje države; sportski događaji; turistička destinacija; WRC (Svjetsko prvenstvo u reliju)
• Keywords (english): branding of the state; sports events; tourist destination; WRC (World Rally Championship)
• Language: croatian
• URN:NBN: urn:nbn:hr:114:025973
• 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 students and staff of home institution
• Created on: 2023-01-19 09:55:04