Identitet Međimurske županije i mogućnosti brendiranja kao turističke destinacije

master's thesis

• Title (english): Identity of Medimurje County and Possibilities of Branding as a Tourist Destination
• Author: Lara Lovrek
• Mentor: Božo Skoko (mentor)
• Mentor: Dejan Gluvačević (komentor)
• Committee member: Božo Skoko (predsjednik povjerenstva)
• Committee member: Hrvoje Jakopović (član povjerenstva)
• Committee member: Dejan Gluvačević (član povjerenstva)
• Granter: University of Zagreb; The Faculty of Political Science; Zagreb
• Defense date and country: 2020-07-13, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Information and Communication Sciences; Journalism

Abstract

U ovom se radu istražuju identitetske odrednice Međimurske županije u svrhu doprinosa razvoja strategije Međimurske županije kao turističke destinacije. Lokalno stanovništvo je veoma važan čimbenik u razvoju turizma destinacije, jer ako cjelokupna strategija ne odražava nešto fundamentalno istinito o destinaciji, teško da će u nju povjerovati ili je poduprijeti lokalno stanovništvo, a kamoli ostatak svijeta. Stoga se provelo online anketno istraživanje s ciljem utvrđivanja identiteta Županije i istraživanja stavova lokalnog stanovništva naspram razvoja turizma. Turizam kao složena djelatnost mijenja okolinu u kojoj se razvija a isto tako ta okolina utječe na njega. Važno je, dakle, uzeti u obzir mnijenje lokalnog stanovništva kojem je ta okolina životni prostor, za razliku od turista koji ju vidi kao destinaciju za odmor. Međimurci potiču razvoj turizma i smatraju da je to dobar smjer za Županiju, no trenutačno nisu zadovoljni turističkom ponudom. Prva asocijacija i najsnažnija razlikovna prednost i posebnost Međimurja jest ljepota njenog krajolika. Iako Međimurje kao destinacija danas nije prepoznata u Europi i regiji, Međimurci su uvjereni da itekako ima potencijala da to postane u skorijoj budućnosti.

Abstract (english)

This paper explores the identity determinants of Međimurje County in order to contribute to developing the branding strategy of Međimurje County as a tourist destination. The local population is a very important factor in tourist destination development, because if the overall strategy does not reflect something fundamentally true about the destination, it is very unlikely that the local population will believe in I tor support it, let alone the rest of the world. Therefore, an online survey was conducted with the aim of establishing the identity of the County and researching the attitudes of the local population towards the development of tourism. Tourism is a complex activity that changes the environment in which it develops and also that environment affects it back. It’s important, therefore, to take into account the opinion of the local population to whom this environment is a living space, as opposed to tourists who see it as a holiday destination. The people of Međimurje encourage the development of tourism and believe that this is a good direction for the County, although they are not satisfied with the tourist offer at the moment. The first association and the strong distinguishing advantage and uniqueness of Međimurje is the beauty of its landscape. Although nowadays Međimurje is not recognized in Europe and the region as a destination, the people of Međimurje are convinced that there is a lot of potentials for it to become so in the near future.

• Keywords: brendiranje; identitet; turistička destinacija; Međimurska županija; stanovništvo
• Keywords (english): branding; identity; tourist destination; Međimurje County; population
• Language: croatian
• URN:NBN: urn:nbn:hr:114:528613
• 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: Open access
• Created on: 2020-11-04 09:48:42