Uloga odnosa s javnošću u promociji nesigurnih turističkih destinacija

master's thesis

• Title (english): The Role of Public Relations in Promotion of Precarious Tourist Destinations
• Author: Lorena Deverić
• Mentor: Hrvoje Jakopović (mentor)
• Committee member: Hrvoje Jakopović (predsjednik povjerenstva)
• Committee member: Igor Kanižaj (član povjerenstva)
• Committee member: Milica Vučković (član povjerenstva)
• Granter: University of Zagreb; The Faculty of Political Science; (Department of Strategic Communication); Zagreb
• Defense date and country: 2018-09-17, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Information and Communication Sciences; Journalism

Abstract

Odnosi s javnošću se smatraju neizostavnim dijelom turističke promocije. Cilj ovog rada je bio istražiti obilježja, ulogu i primjenu odnosa s javnošću u promociji nesigurnih turističkih odredišta. Dok je u teoriji važnost odnosa s javnošću prepoznata, u praksi većine turističkih agencija, situacija je drugačija. Od devet ispitanih turističkih agencija, samo jedna ima zaseban odjel PR i marketing. Najučinkovitiji alat za promociju turističkog odredišta je internetsko oglašavanje, a odnose s javnošću se nerijetko izjednačava s marketingom. Pojam „nesigurne“ destinacije teško je objektivno odrediti, zbog nedostupnosti literature, kao i razilaženja u mišljenjima ispitanika. Nesigurna odredišta više nisu samo ratne zone, već to danas postaju i popularna turistička središta poput Tunisa, Maroka, Egipta. Turističke agencije imaju upite za rizična putovanja, ali uglavnom se ustručavaju govoriti o njima. Postoje ispitanici koji su svjesni da opasnija područja itekako mogu biti profitabilna i konkurentna na turističkom tržištu, ukoliko se ozbiljno pristupi rješavanju njihovih poblema, pomnoj izradi turističkog aranžmana i dobroj promociji. Može se zaključiti da je uloga odnosa s javnošću u promociji nesigurnih turističkih odredišta učinkovita, iako nisu svi sudionici ovog istraživanja mišljenja da je potrebna.

Abstract (english)

Public relations are considered to be an indispensable part of tourist promotion. The aim of this paper was to explore the features, the role and the application of public relations in the promotion of unsafe tourist destinations. While in theory the importance of public relations has been recognized, in practice by most tourist agencies, the situation is different. Of the nine travel agencies which participated in this research, only one has a separate PR and marketing department. The most effective tool for promoting a tourist destination is internet advertising, and in this case, public relations are often equated with marketing. The term "unsafe" destinations is difficult to determine objectively, due to the unavailability of literature, as well as disagreement in respondents opinions. Unsafe destinations are no longer just war zones, today they are also some popular tourist centers like Tunisia, Morocco, Egypt. Travel agencies have questions from their customers for risky travels, but they generally do not like to talk about them. There are also respondents who are aware that dangerous areas like this can be profitable and competitive on the tourist market, if they seriously approach solving their problems, make a detailed tourist arrangement and make good promotions for them. It can be concluded that the role of public relations in the promotion of insecure tourist destinations is effective, although not all participants in this research think it is necessary.

• Keywords: odnosi s javnošću; promocija u turizmu; marketinški miks; nesigurna turistička odredišta; rizična putovanja; turističke agencije
• Keywords (english): public relations; promotion in tourism; marketing mix; insecure tourist destinations; risky travel; travel agencies
• Language: croatian
• URN:NBN: urn:nbn:hr:114:363426
• 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: 2018-12-13 10:35:32