Online komunikacija Hrvatske turističke zajednice: analiza objava na Facebooku, Twitteru i Instagramu

master's thesis

• Title (english): Online communication of the Croatian tourist board on Facebook, Twitter and Instagram
• Author: Nina Klarin
• Mentor: Domagoj Bebić (mentor)
• Committee member: Domagoj Bebić (predsjednik povjerenstva)
• Committee member: Milica Vučković (član povjerenstva)
• Committee member: Dina Vozab (član povjerenstva)
• Granter: University of Zagreb; The Faculty of Political Science; (Department of Journalism and Media Production); Zagreb
• Defense date and country: 2017-06-26, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Information and Communication Sciences; Journalism

Abstract

Uloga društvenih mreža u zadnjih nekoliko godina u potpunosti je promijenila način komuniciranja te njihova uloga značajno raste. To je prepoznao velik broj samostalnih korisnika kojih je iz dana u dan na društvenim mrežama sve više, ali i velik broj organizacija koje društvene mreže koriste kao platformu za promociju svog sadržaja i svojih ideja. Cilj ovog rada bio je utvrditi strategije komunikacije Hrvatske turističke zajednice na službenm profilima društvenih mreža s obzirom na razdoblje u kojem se komunikacija odvija te s obzirom na društvenu mrežu na kojoj se komunicira. Teoretski dio temelji se na stručnoj literaturi i svjetskim istraživanjima, a istraživački dio rada na analizi slučaja koja je primjenjena na društvene mreže: Facebook, Twitter i Instagram. Analiza je pokazala da je Hrvatska turistička zajednica koristi različite strategije kao što su upotreba hashtagova, lokacija, komunikacija na engleskom jeziku i CTA kako bi ostvarila što bolju komunikaciju s korisnicima. Komunikacija je svakodnevna i nema velike razlike s obzirom na razdoblje u kojem se komunicira. Što se tiče prilagodbe komunikacije na različite društvene mreže, komunikacija je u potpunosti prilagođena specifičnostima svake pojedine društvene mreže.

Abstract (english)

The role of social media in the last few years has completely changed the way of communication and their role is significantly growing. A large number of independent users has recognized it who and they use social media more and more each day. Also a large number of organizations use social media as a platform to promote their content and ideas. The aim of this paper was to establish the communication strategy of the Croatian Tourist Board on the official profiles of social networks, given the period in which communication takes place and the social network on which it communicates. The theoretical part is based on professional literature and worldwide research, and a research part of a paper is based on a case study. We analysed social networks: Facebook, Twitter and Instagram. The analysis has shown that the Croatian National Tourist Board uses different strategies such as the use of hashtags, location, communication in English and CTA in order to achieve better communication with users. Communication takes place everyday and there is no big difference regarding the period in which communication takes place. As for the adaptation of communication to different social networks, communication is fully adapted to the specifics of each particular social network.

• Keywords: društvene mreže; turizam; Facebook; Instagram; Twitter; komunikacija; Hrvatska turistička zajednica
• Keywords (english): social networks; tourism; Facebook; Instagram; Twitter; communication; Croatian National Tourist Board
• Language: croatian
• URN:NBN: urn:nbn:hr:114:207445
• 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: 2017-10-19 09:38:26