Promocija turističkih destinacija na Instagram profilu Kristijana Iličića

master's thesis

• Title (english): Promotion of Tourist Destinations on the Instagram profile of Kristijan Iličić
• Author: Tina Hajduk
• Mentor: Božo Skoko (mentor)
• Committee member: Božo Skoko (predsjednik povjerenstva)
• Committee member: Dejan Gluvačević (član povjerenstva)
• Committee member: Stela Lechpammer (član povjerenstva)
• Granter: University of Zagreb; The Faculty of Political Science; Zagreb
• Defense date and country: 2024-07-04, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Information and Communication Sciences; Journalism

Abstract

Magistarski rad pod nazivom "Promocija turističkih destinacija na Instagram profilu Kristijana Iličića" zadire u višestrano područje influencer marketinga u turističkoj industriji, fokusirajući se na strategije i utjecaj promocije destinacije na platformama društvenih medija, konkretno Instagram, kroz objektiv travel influencera Kristijana Iličića. Diplomski rad započinje kontekstualizacijom evolucije influencer marketinga u digitalnom dobu, ističući njegov transformativni učinak na strategije promocije odredišta. Istražuje pojavu influencera na društvenim mrežama kao moćnih ambasadora robnih marki, iskorištavajući njihovu autentičnost, doseg i angažman kako bi utjecali na percepciju i ponašanje potrošača. Središnji dio diplomskog rada je analiza Instagram profila Kristijana Iličića koji služi kao mikrokozmos destinacijskog marketinga vođenog influencerima. Detaljnim ispitivanjem Iličićevog sadržaja, obrazaca angažmana i promotivnih strategija, rad otkriva mehanizme pomoću kojih influenceri iskorištavaju platforme društvenih medija kako bi predstavili turistička odredišta, potaknuli želje za putovanjima i uključili se u publiku. Ključni nalazi analize uključuju Iličićevo vješto korištenje autentičnog pripovijedanja, vizualno zadivljujući sadržaj i stratešku suradnju s destinacijskim marketinškim organizacijama (DMO) kako bi se povećala vidljivost i privlačnost turističkih destinacija. Međutim, analiza također naglašava prisutnost skrivenog oglašavanja i neotkrivenog sponzoriranog sadržaja, naglašavajući važnost transparentnosti i etičkog integriteta u praksi utjecajnog marketinga. Unatoč ovim izazovima, Iličićev Instagram profil pojavljuje se kao uvjerljiv primjer učinkovite promocije destinacije putem društvenih medija, nudeći vrijedne uvide kako turističkim profesionalcima, trgovcima, tako i istraživačima. Diplomski rad zaključuje razmišljanjima o implikacijama nalaza i preporukama za buduća istraživanja, naglašavajući potrebu za kontinuiranim istraživanjem dinamike i strategija utjecajnog marketinga u krajoliku promocije destinacije koji se stalno razvija.

Abstract (english)

The master's thesis entitled "Promotion of tourist destinations on the Instagram profile of Kristijan Iličić" delves into the multifaceted area of influencer marketing in the tourism industry, focusing on the strategies and influence of destination promotion on social media platforms, specifically Instagram, through the lens of travel influencer Kristijan Iličić. The thesis begins by contextualizing the evolution of influencer marketing in the digital age, highlighting its transformative effect on destination promotion strategies. It explores the emergence of social media influencers as powerful brand ambassadors, leveraging their authenticity, reach and engagement to influence consumer perception and behavior. The central part of the thesis is the analysis of Kristijan Iličić's Instagram profile, which serves as a microcosm of influencer-driven destination marketing. Through a detailed examination of Iličić's content, engagement patterns and promotional strategies, the paper reveals the mechanisms by which influencers exploit social media platforms to showcase tourist destinations, stimulate travel desires and engage with audiences. Key findings of the analysis include Ilicic's skillful use of authentic storytelling, visually stunning content, and strategic collaboration with destination marketing organizations (DMOs) to increase the visibility and appeal of tourist destinations. However, the analysis also highlights the presence of hidden advertising and undisclosed sponsored content, highlighting the importance of transparency and ethical integrity in the practice of influencer marketing. Despite these challenges, Iličić's Instagram profile emerges as a compelling example of effective destination promotion through social media, offering valuable insights to tourism professionals, marketers, and researchers alike. The thesis concludes with reflections on the implications of the findings and recommendations for future research, emphasizing the need for continued research into the dynamics and strategies of influencer marketing in the ever-evolving landscape of destination promotion.

• Keywords: digitalni marketing; influenceri; Kristijan Iličić; travel influencer; Instagram; turistička destinacija; oglašavanje
• Keywords (english): digital marketing; influencers; Kristijan Iličić; travel influencer; Instagram; tourist destination; advertising
• Language: croatian
• URN:NBN: urn:nbn:hr:114:311951
• 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: 2024-07-23 11:26:55