Analiza brendiranja grada Ogulina kao "Zavičaja bajke"

master's thesis

• Title (english): Analysis of the Branding of the City of Ogulin as "the Homeland of Fairy Tales"
• Author: Sonja Drašković
• Mentor: Antonija Čuvalo (mentor)
• Committee member: Antonija Čuvalo (predsjednik povjerenstva)
• Committee member: Zrinjka Peruško (član povjerenstva)
• Committee member: Dina Vozab (član povjerenstva)
• Granter: University of Zagreb; The Faculty of Political Science; Zagreb
• Defense date and country: 2018-09-25, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Information and Communication Sciences; Journalism

Abstract

Rad tematizira pojmove brendiranja i donosi definicije i pojašenja, kao i poimanja turističkih destinacija, kroz povijest do današnjeg dana, podjele i strukure, čime dovodi do objašnjena brendiranja turističkih destinacija. U prvom dijelu rada se donose ključni pojmovi, ključne riječi, usporedbe i analize različitih eminentnih autora iz svijeta i Hrvatske. U istraživačkom dijelu rada se radi kritična analiza studije Projekta razvoja održivog kulturnog turizma u Ogulinu, ili strategija razvoja kulturnog turizma i brendiranje grada Ogulina kao „Zavičaja bajke“, koja je napravljena 2007. godine i od tada je u implementaciji. Studija je osim analize zatečenog stanja ponudila i predložila smjer brendiranja destinacije kao i tri nova proizvoda koja se moraju uvesti kako bi se uistinu i brendirala destinacija kako se sugerira. U radu je napravljena analiza navedene studije s kritičkog aspekta imajući cijelo vrijeme u vidu vrijeme u koje je rađena, činjenicu koliko je vremena prošlo od početka njene implementacije kao činjenicu da su u međuvremenu na krovnim instancama donesene nove strategije razvoja turizma Republike Hrvatske.

Abstract (english)

Work is mostly focused on branding concepts, defining tourist destinations and importance of branding in tourism and tourist destination branding. Introduction brings tourist destionation and branding concepts through history to present day, explaining key concepts, comparisons and analyzes different eminent authors and Croatia in this area. The research part is a analysis of the study of the sustainable cultural tourism development project in Ogulin, or the strategy for the development of cultural tourism and the branding of Ogulin as a Fairytale Homeland, which was made in 2007 and since then is being implemented. In addition to the analysis of the situation, the study offered and suggested the direction of branding the destination as well as the three new products that must be introduced in order to truly insure the destination as suggested in document. The paper analyzes the above-mentioned study from a critical point of view, keeping in mind the time it was made, the fact that time has elapsed since the beginning of its implementation, as in the meantime on the roof instances new strategies for tourism development in the Republic of Croatia were adopted.

branding, tourist destination, branding of tourist destination, Ogulin, homeland of fairy tales, Ivana Brlić Mažuranić, fairy tales, cultural tourism

• Keywords: brendiranje; turistička destinacija; brendiranje turističke destinacije; Ogulin; zavičaj bajke; Ivana Brlić Mažuranić; bajke; kulturni turizam
• Keywords (english): branding; tourist destination; branding of tourist destination; Ogulin; homeland of fairy tales; Ivana Brlić Mažuranić; fairy tales; cultural tourism
• Language: croatian
• URN:NBN: urn:nbn:hr:114:646222
• 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: 2018-10-26 09:13:05