Uloga gastronomije u brendiranju Istre

master's thesis

• Title (english): The Role of Gastronomy in the Branding of Istria
• Author: Anna Klarić
• Mentor: Hrvoje Jakopović (mentor)
• Mentor: Dejan Gluvačević (komentor)
• Committee member: Hrvoje Jakopović (predsjednik povjerenstva)
• Committee member: Dejan Gluvačević (član povjerenstva)
• Committee member: Božo Skoko (član povjerenstva)
• Committee member: Tena Perišin (član povjerenstva)
• Granter: University of Zagreb; The Faculty of Political Science; (Department of Strategic Communication); Zagreb
• Defense date and country: 2020-09-18, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Information and Communication Sciences; Journalism

Abstract

Kvalitetna turistička promocija se ne može više temeljiti samo na moru i suncu, pa se turistička promocija danas sve više širi i okreće ka gastronomskoj ponudi. Istra je regija poznata po dobroj gastronomiji, no zanima nas je li ona prepoznata i među turistima koji posjećuju Istru svake godine. Gastronomija kao važan segment hrvatskog turizma sve više dobiva na svom značaju i postaje sve češći motiv dolaska u Istru.
Ovaj diplomski rad analizira teorijski i praktični aspekt brendiranja Istre kroz gastronomiju. Prvi dio diplomskog rada bavi se teorijskim prikazom brenda i brendiranja turističke destinacije. Obrađeni su pojmovi turističke destinacije, njezina podjela i upravljanje turističkom destinacijom. Pojmovno je određen imidž, identitet i pozicioniranje turističke destinacije. Iznijeli smo informacije o Istri i objasnili pojam gastroturizma i njegovo povezivanje s Istrom.
Drugi dio diplomskog rada je praktičan dio koji se temelji na provedenom istraživanju među domaćom i stranom populacijom. Istraživanje je provedeno anketnim upitnikom kojem je glavni cilj saznati stajališta i percepciju turista o gastronomiji u Istri i je li ona utječe na sam dolazak turista u Istru.

Abstract (english)

As a good quality tourist promotion can no longer be based on the sea and the sun, the tourist promotion today is increasingly expanding and turning into the gastronomic offer. Istria is a region known for its good gastronomy, so we are interested in if it's also recognized among tourists who visit Istria every year. Gastronomy as an important segment of Croatian tourism is gaining in it's importance and is becoming an increasingly common motive for coming to Istria.
This thesis analyzes the theoretical and practical aspects of branding Istria through gastronomy. The first part of the thesis gives us a theoretical presenatation of the brand and branding tourist destinations. We explained what is a tourist destination, how do we divide it and how is it managed. In this thesis image, identity and positioning of tourist destinations are conceptually defined. We also presented main information about Istria and explained the phenomenon of gastrotourism and its connection with Istria.
The second part of the thesis is a practical part based on research conducted among domestic and foreign populations. The research was conducted with a questionnaire whose main goal is to find out the attitudes and perceptions of tourist about gastronomy in Istria and whether it affects the arrival of tourists in Istria.

• Keywords: turistička promocija; gastronomija; brendiranje; Istra
• Keywords (english): tourist promotion; gastronomy; branding; Istria
• Language: croatian
• URN:NBN: urn:nbn:hr:114:314481
• 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: 2020-10-15 12:37:07