Usporedba online komunikacije uspješnih turističkih zajednica u Hrvatskoj: studija slučaja TZ Dubrovnika i TZ Poreča

master's thesis

• Title (english): Comparison of Online Communication of Successful Tourist Boards in Croatia: Case Study of the Dubrovnik Tourist Board and the Poreč Tourist Board
• Author: Patricia Mršić
• Mentor: Domagoj Bebić (mentor)
• Committee member: Domagoj Bebić (predsjednik povjerenstva)
• Committee member: Boris Beck (član povjerenstva)
• Committee member: Božo Skoko (član povjerenstva)
• Granter: University of Zagreb; The Faculty of Political Science; (Department of Strategic Communication); Zagreb
• Defense date and country: 2018-09-28, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Information and Communication Sciences; Journalism

Abstract

Svakim danom sve je veći broj korisnika društvenih mreža, kako onih koji ih koriste u privatne svrhe, tako i onih koji ih koriste u komercijalne svrhe. Jedni od njih su i turističke zajednice koje su prepoznale mogućnosti komunikacije i promocije te približavanja turistima koje im društvene mreže omogućuju.
Cilj ovog rada bio je utvrditi u kojoj mjeri i na koje načine komuniciraju turističke zajednice dvaju hrvatskih gradova, Dubrovnika i Poreča na Facebooku i Instagramu i to u dva vremenska razdoblja, u razdoblju sezone, od 01. lipnja do 31. kolovoza 2017. te u razdoblju izvan sezone, od 01. prosinca 2017. do 28. veljače 2018.
Analizom je utvrđeno da Turistička zajednica grada Dubrovnika i Turistička zajednica grada Poreča komuniciraju dosta slično. U komunikaciji najviše koriste sadržaje u kombinaciji teksta i slike, svoj vlastiti sadržaj i informativni sadržaj, a najviše pokrivaju teme vezane uz grad i događaje. Redovito koriste hashtgaove, no rijetko koriste oznake lokacije i objavama ne potiču na engagement publike. Također, analizom je utvrđeno da nema značajnih razlika između komunikacije u sezoni i izvan sezone. Turističke zajednice nastoje komunicirati redovito, no ipak je nešto više objava objavljeno u sezoni, nego izvan sezone.

Abstract (english)

Every day, there are more and more social network users. There are those who use them for private purposes, and those who use them commercially. Tourist boards are one of those users. They recognized communicational and promotional possibilities and new ways of approaching tourist provided by social networks.
The aim of this paper was to determine to what extent and in what ways the tourist boards of two Croatian cities, Dubrovnik and Poreč communicate on Facebook and Instagram in two time periods, during the season, from 1st June to 31st August 2017, and in the off-season period, from 1st December 2017 to 28th February 2018.
The analysis found that the Dubrovnik Tourist Board and the Poreč Tourist Board communicate quite similarly. In their communication they most commonly use content in combination of text and image, they publish their own content and content that is informational, most of their content has city and events related content. They regularly use hashtags, but they rarely use location tags and their post do not encourage engagement of other users. Also, the analysis found that there are no significant differences between communication in season and in off-season period. Tourist boards are trying to communicate regularly, but there are more posts during the season than in the off-season period.

• Keywords: društvene mreže; turizam; online komunikacija; Facebook; Instagram; Turistička zajednica grada Dubrovnika; Turistička zajednica grada Poreča
• Keywords (english): social networks; tourism; online communication; Facebook; Instagram; Dubrovnik Tourist Board; Poreč Tourist Board
• Language: croatian
• URN:NBN: urn:nbn:hr:114:557767
• 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: 2018-10-30 11:51:02