Brendiranje općine Baška Voda kao hrvatske turističke destinacije

master's thesis

• Title (english): Branding the Municipality of Baška Voda as a Croatian Tourist Destination
• Author: Zorica Rudež
• Mentor: Antonija Čuvalo (mentor)
• Committee member: Antonija Čuvalo (predsjednik povjerenstva)
• Committee member: Sanjin Dragojević (član povjerenstva)
• Committee member: Milica Vučković (član povjerenstva)
• Granter: University of Zagreb; The Faculty of Political Science; (Department of Journalism and Media Production); Zagreb
• Defense date and country: 2017-09-28, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Information and Communication Sciences; Journalism

Abstract

U ovom radu se istražuje trenutna pozicija i mogućnost turističkog razvoja općine Baška Voda kao i djelovanje nadležnih tijela općine Baška Voda u kreiranju i razvoju turističke strategije i politike. Općina Baška Voda ima dugu povijest kao turistička destinacija koja favorizira masovni turizam bez bez strateškog plana razvoja. U radu sam defnirala više oblika brendiranja destinacija te zašto bi se Baška Voda trebala brendirati, te objasnila pojmove masovnog i elitnog turizma i kako su oni povezani s općinom Baška Voda. Budući da je masovni turizam vrsta neodrživog turizma, općina pokušava okrenuti mjesto ka elitnom turizmu – gradnjom nautičke luke. Provedena SWOT analiza pokazuje da ovakva odluka ima i prednosti i mana kao što su uništavanje okoliša, ali i povećanje profita, a u radu nastojim pobliže definirati što je u najboljem interesu općine. U današnje vrijeme, industrija turizma je u stalnom porastu pa tako i potrebe turista, važno je pokušati razgranati turističku ponudu uključujući i druge grane turizma kao ekoturizam, agroturizam i gastroturizam.

Abstract (english)

This paper explores the current position and tourism development possibilites of Municipality Baška Voda, in addition to the role that local autothiries play in creation and development of the tourism strategy and politics. In the paper I defined several types of destination branding and why Baška Voda municipality should brand itself, in addition to explaining the concepts of mass and elite tourism and how they're connected to the municipality Baška Voda. Since mass tourism is a type of tourism that is unsustainable, the municipality is trying to steer the place towards elite tourism – by building a nautical harbor. Performed SWOT analysis shows that this decision has its advantages and disadvantages, like destroying the environment but also increasing the profits, so the paper tries to define what is in municipality's best interest. Today, when tourism industry is on the rise, and so are tourist needs, it's imporant to branch out tourist offer by including smaller tourism branches like ecotourism, agrotourism and gastrotourism.

• Keywords: brendiranje; turizam; razvoj; destinacija; luka
• Keywords (english): branding; tourism; development; destination; harbor
• Language: croatian
• URN:NBN: urn:nbn:hr:114:676794
• 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: Closed access
• Created on: 2017-11-02 13:16:58