Uloga društvenih mreža u brendiranju Istre kao turističke destinacije

master's thesis

• Title (english): The Role of Social Media in Branding Istria as a Tourist Destination
• Author: Petra Honović
• Mentor: Domagoj Bebić (mentor)
• Committee member: Domagoj Bebić (predsjednik povjerenstva)
• Committee member: Božo Skoko (član povjerenstva)
• Committee member: Stela Lechpammer (član povjerenstva)
• Granter: University of Zagreb; The Faculty of Political Science; Zagreb
• Defense date and country: 2023-09-14, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Political Science

Abstract

Ovaj rad govori o tome kako društvene mreže utječu na brendiranje neke destinacije, u ovom slučaju Istre. Prezentacija i promocija na društvenim mrežama uvelike ovisi o tome kakve su nam društvene mreže. Istra se trudi unaprijediti ih, zove influencere, osmišljava festivale te pokušava privući posjetitelje. Istraživanje opisuje kako turističke zajednice prikazuju svoje planove za društvene mreže, a što je zapravo realizirano i izvedeno. Rezultati pokazuju da trenutno ima još mjesta za napredak i da ne slijede svi objavljeni master plan. Iz razgovora s predstavnicima turističke vidljivo je da su osvijestili važnost brendiranja i društvenog umrežavanja i svakako se trude prikazati svoj grad u što boljem svjetlu te društvenim mrežama pokušavaju izazvati interakciju s publikom.

Abstract (english)

This work is about how social networks influence the branding of a destination, in this case Istria. Presentation and promotion on social networks largely depends on what our social networks are like. Istria tries to improve them, calls influencers, designs festivals and tries to attract visitors. The research describes how tourist boards present their plans for social networks, and what was actually realized and executed. The results show that there is currently still space for improvement and that not everyone follows the published master plan. From the conversation with the tourism representatives, it is evident that they have become aware of the importance of branding and social networking, and they certainly try to present their city in the best possible light, and use social networks to cause interaction with the public.

• Keywords: društvene mreže; Istra; brendiranje; strategija; turizam
• Keywords (english): social network; Istria; branding; strategy; tourism
• Language: croatian
• URN:NBN: urn:nbn:hr:114:642569
• 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: Open access
• Created on: 2023-10-10 10:52:31