Uloga odnosa s javnošću u zdravstvenom turizmu na primjeru otoka Lošinja

master's thesis

• Title (english): The Role of Public Relations in Health Tourism in the Case of the Island of Lošinj
• Author: Ena Pervan
• Mentor: Hrvoje Jakopović (mentor)
• Committee member: Hrvoje Jakopović (predsjednik povjerenstva)
• Committee member: Zrinjka Peruško (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: 2019-02-11, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Information and Communication Sciences; Journalism

Abstract

U današnje vrijeme kada moderni način života zahtjeva od ljudi brza rješenja za svakodnevne potrebe i uzrokuje veliku količinu stresa, čovjekovo zdravlje zanemaruje se. Time se znatno narušava kvaliteta života te nastupaju svakojake bolesti, bile one fizičke ili psihičke. U takvoj situaciji destinacije koje se okreću ka zdravstvenom turizmu, koje pružaju mogućnost poboljšanja zdravlja kroz usluge koje nude u velikoj su prednosti. Jedna od potencijalnih destinacija za takvu vrstu turizma je i otok Lošinj. Da li je on kao destinacija zdravstvenog turizma dovoljno prepoznat upravo je pitanje kojim se ovaj rad bavi.
Teorijski dio rada obuhvaća prikaz temeljnih pojmova, odnosi s javnošću i zdravstveni turizam, a ostatak je posvećen opisu raznih segmenata otoka Lošinja koji su od važnosti za zdravstveni turizam.
Svrha ovog diplomskog rada je dobiti uvid u mišljenja relevantnih stručnjaka o prepoznatljivosti zdravstvenog turizma na Lošinju. Istraživanje je provedeno pomoću metode polustrukturiranog intervjua, a u njemu je sudjelovalo pet ispitanika. Ovim radom ispitalo se kakvu ulogu odnosi s javnošću imaju u promociji zdravstvenog turizma na ovom otoku, odnosno definirani su načini na koje se informacije plasiraju javnostima i učinak istih. Također, pažnja je posvećena i trenutnom stanju u kojem se zdravstveni turizam nalazi te mogućnostima s kojima bi ova grana mogla napredovati.

Abstract (english)

In this day and age, modern lifestyle requires fast solutions for everyday needs and causes a great amount of stress. Meanwhile, people are quite neglecting their health. That might be one of the reasons why the quality of life is undermined and why we are witnessing to an increased number of people who suffer from physical or mental illnesses. Therefore, tourist destinations which offer medical tourism have a great advantage. The island of Lošinj is a potential destination for developing medical tourism. The main purpose of this thesis is to examine whether Lošinj is recognized as a destination for medical tourism. The theoretical part of this thesis includes some basic concepts such as public relations and medical tourism. The rest of it is dedicated to describing different and crucial segments which make the island of Lošinj – medical tourism destination. The main purpose of this thesis is to get insight into what relevant opinionmakers this of recognizing Lošinj as a medical tourism destination. Research is conducted by using a semi-structured interview and it included five interviewees. Thesis analyzed what is the exact role of public relations in promoting medical tourism on the island. It also analyzed the ways and methods used for promoting information to broad public and what is the public effect. Attention is also given to the current status of medical tourism and it explores all the possibilities in which this branch could be improved.

• Keywords: odnosi s javnošću u turizmu; zdravstveni turizam; otok Lošinj; kvalitativna metoda
• Keywords (english): public relations in tourism; medical tourism; the island of Lošinj; qualitative method
• Language: croatian
• URN:NBN: urn:nbn:hr:114:574163
• 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: Access restricted to students and staff of home institution
• Created on: 2019-11-25 08:43:32