The Online Promotion of the Croatian National Tourist Board on Emissive Markets

master's thesis

• Title: Online promocija Hrvatske turističke zajednice na emitivnim tržištima
• Author: Janja Jagić
• Mentor: Domagoj Bebić (mentor)
• Committee member: Domagoj Bebić (predsjednik povjerenstva)
• Committee member: Hrvoje Jakopović (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: 2018-06-26, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Information and Communication Sciences; Journalism

Abstract

Ovaj rad prikazuje analizu sadržaja Facebook stranice „Croatia Full Of Life“ na tri emitivna turistička tržišta – njemačko, talijansko i tržište Ujedinjenog Kraljevstva. U svrhu shvaćanja problematike rada definirani su ključni pojmovi uloge Interneta i društvenih mreža u promociji, uloga društvenih mreža u turizmu, uloga Hrvatske turističke zajednice u promociji Hrvatske te njena aktivnost na društvenim mrežama, a potom ukratko opisana odabrana emitivna tržišta. Cilj rada bio je analizirati način online komunikacije Hrvatske turističke zajednice, odnosno komunikacije na službenoj Facebook stranici „Croatia Full of Life“ na odabrana tri emitivna tržišta – njemačkom, talijanskom i tržištu Ujedinjenog Kraljevstva. Ispituju se teme koje Hrvatska turistička zajednica komunicira na odabranim tržištima te u kojim oblicima ih komunicira razdoblju predsezone, sezone i posezone. U istraživanju se koristila metoda analize sadržaja, a jedinicu analize predstavlja jedna objava na spomenutoj društvenoj mreži. Sveukupno je analizirano 460 jedinica, a zaključak rada jest da HTZ najčešće koristi oblik fotografije s odgovarajućim opisom (česta je i kombinacija takvog oblika i linka koji vodi na neku drugu stranicu), a od tema se u svakom analiziranom razdoblju izdvojila tema prirodnih ljepota. Jug Hrvatske je dio koji se najčešće objavljuje u sadržaju, većina objavljenog sadržaja je generička, ali postoji i sadržaj koji je namijenjen isključivo jednom tržištu.

Abstract (english)

This paper shows content analysis of Facebook page „Croatia Full Of Life“ on three emissive tourist markets – Germany, Italy and United Kingdom. In purpose of better understanding the matter of paper, key terms such as, the role of the Internet and social media in promotions, the role of the social media in tourism, the role of Croatian National Tourist Board and its activity on social networks are defined. Afterwards, selected emissive markets are briefly explained. Goal of the paper was to analyse online communication of Croatian National Tourist Borad, rather communication on official Facebook page „Croatia Full Of Life“ on three selected emissive markets – Germany, Italy and United Kingdom. Themes, as well as the forms, which Croatian National Tourist Board is communicating on selected markets in the periods of pre-season, season and postseason are tested. Content analysis method was used in the research, and the unit of analysis represents one post on mentioned social network. Altogether, 460 units were analyzed, and the conclusions of the paper are following: Croatian National Tourist Borad mostly uses the form of photography with corresponding caption (combination of that form and link which leads to some other page is often as well). Highlighted theme in every analyzed period are naturals beauties of Croatia. South of Croatia is the part which is usually found in the content. Majority of the content is generic, but there is also content intended for specific emissive market.

• Keywords: Facebook; Hrvatska turistička zajednica; Croatia Full Of Life; Internet; turizam; društvene mreže
• Keywords (english): Facebook; Croatian National Tourist Bord; Croatia Full Of Life; Internet; Tourism; Social Media
• Language: croatian
• URN:NBN: urn:nbn:hr:114:246274
• Study programme: Title: Novinarstvo; Study programme type: sveučilišni; Study level: diplomski; Academic / professional title: magistar/magistra novinarstva (magistar/magistra novinarstva)
• Type of resource: text
• File origin: Born digital
• Access conditions: Closed access
• Created on: 2018-12-07 13:11:11