Mogućnosti brendiranja Dalmatinske zagore

master's thesis

• Title (english): The Potential of Branding the Dalmatian Hinterland Region (Dalmatinska Zagora)
• Author: Gabrijela Udiljak
• Mentor: Božo Skoko (mentor)
• Committee member: Božo Skoko (predsjednik povjerenstva)
• Committee member: Dunja Majstorović Jedovnicki (član povjerenstva)
• Committee member: Marina Mučalo (član povjerenstva)
• Granter: University of Zagreb; The Faculty of Political Science; (Department of Strategic Communication); Zagreb
• Defense date and country: 2018-09-26, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Information and Communication Sciences; Journalism

Abstract

Globalizacija je dovela do povezivanja ljudi iz svih krajeva svijeta i rasta turizma, želje za upoznavanjem novih kultura i iskušavanjem novih doživljaja. Isticanje u moru turističke konkurencije nije lako te je potrebno biti prepoznatljiv na međunarodnom tržištu. Prepoznatljivost se postiže uspješnim brendiranjem. Tema ovoga rada bilo je proučiti mogućnosti brendiranja Dalmatinske zagore s posebnom pozornošću na gradove Sinj i Imotski. Razrađen je komunikacijski plan koji je predstavio kako bi se Dalmatinska zagora trebala brendirati kao cijelina. Također je obrađena SWOT analiza Dalmatinske zagore kao turističke destinacije. Dalmatinska zagora može postati uspješna turistička destinacija daljnjim razvojem turističkog sadržaja koji će nadodati prirodnim ljepotama, kulturnoj i povjesnoj baštini. Za to je potrebno razviti strategiju i taktike kojima će se ta strategija provesti. Strategija je stvoriti brend Dalmatinske zagore kao jedinstvene regije koja nudi netaknutu prirodu, prirodne ljepote, kulturnu i povijesnu baštinu. Taktike su se bazirale na načine na koje se može razviti brend Dalmatinske zagore i proširiti se po Europi i svijetu. U radu je također provedeno istraživanje i to na način da se razgovaralo s turističkim zajednicama gradova Sinja i Imotskog. Podatci koji su dobiveni u razgovoru sa spomenutim zajednicama ukazuju na to da se turizam u Dalmatinskoj zagori već polako počeo razvijati i da se kreće u dobrom smijeru.

Abstract (english)

Globalization has led to the linking of people from all over the world and the growth of tourism, the desire to meet new cultures and to try out new experiences. It iss not easy to stick out in the sea of tourist competition and one needs to be recognizable in the international market to do so. Recognition is achieved by successful branding. The topic of this paper was to study the possibilities of branding the Dalmatian hinterland with special attention to the towns of Sinj and Imotski. A communication plan was presented to illustrate how the Dalmatian hinterland should be branded as a whole. The SWOT analysis of Dalmatian hinderland as a tourist destination was also elaborated. Dalmatian hinterland can become a successful tourist destination with further development of tourist content that will add to the natural beauty and cultural and historical heritage. For this, it is necessary to develop the strategy and tactics to implement this strategy. The strategy is to create a Dalmatian hinterland brand as a unique region that offers untouched nature, natural beauty, cultural and historical heritage. The tactics were based on ways in which the brand of Dalmatian hinterland can be developed and spread across Europe and the world. Research has also been carried out in this paper, in a way that has been discussed with the tourist communities of the towns of Sinj and Imotski. The information obtained in the conversation with the mentioned communities suggests that tourism in the Dalmatian hinterland has begun to slowly develop and is moving in the right direction.

• Keywords: brend; brendiranje; komunikacijski plan; Dalmatinska zagora; Sinj; Imotski; SWOT; istraživanje; destinacija; turizam; strategija; taktike; istraživanje
• Keywords (english): brand; branding; communication plan; Dalmatian Hinterland Region; Sinj; Imotski; SWOT; destination; tourism; strategy; tactics; research
• Language: croatian
• URN:NBN: urn:nbn:hr:114:879391
• 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: 2018-10-15 11:47:41