Online turistička komunikacija u doba pandemije Covid-19 na primjeru Hrvatske, Španjolske i Grčke

master's thesis

• Title (english): Online Tourism Communication during the Covid-19 Pandemic: The Case of Croatia, Spain and Greece
• Author: Helena Vugrinec
• Mentor: Božo Skoko (mentor)
• Committee member: Božo Skoko (predsjednik povjerenstva)
• Committee member: Hrvoje Jakopović (član povjerenstva)
• Committee member: Gordana Vilović (član povjerenstva)
• Granter: University of Zagreb; The Faculty of Political Science; Zagreb
• Defense date and country: 2022-06-14, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Information and Communication Sciences; Journalism

Abstract

Pandemija virusa Covid-19 dovela je do značajnih promjena u gotovo svakom aspektu ljudskog i gospodarskog života u svijetu. Smatra se da je upravo turizam jedan od najpogođenijih područja s obzirom da se radi o grani gospodarstva koja se temelji na kretanju ljudi, a upravo je kretanje bilo uvelike ograničeno u pandemijskom razdoblju. Tada se činilo kako će putovanje i razvijanje bilo kojeg aspekta turizma biti nemoguće dok god je koronavirus prisutan. Turističke atrakcije same po sebi postale su beznačajne. Pravilno upravljanje turističke destinacije temelji se na marketingu i komunikacije s turistima. Najčešći alati za promociju su oglašavanje i odnosi s javnošću, na koje se troši najviše sredstava iz budžeta koje su turističkoj organizaciji dostupne. Razvoj digitalnih trendova u turizmu koji je započeo i daleko prije pojave pandemija Covida-19 pokazao se kao glavni saveznik turističkih organizacija i kao glavni medij komunikacije s turistima. Turističke organizacije zemalja koristile su se online komunikacijom za plasiranje kampanja i informiranje turista. U ovome radu analizirat će se upravo online turistička komunikacija u doba pandemije virusa Covid-19 i to kroz primjere triju poznatih turističkih destinacije – Hrvatske, Španjolske i Grčke.

Abstract (english)

The Covid-19 virus pandemic has led to significant changes in almost every aspect of human and economic life in the world. It is considered that tourism is one of the most affected areas, given that it is a branch of the economy based on the movement of people, and it was the movement that was largely limited in the pandemic period. At the time, it seemed that traveling and developing any aspect of tourism would be impossible as long as the coronavirus was present. Tourist attractions in themselves have become insignificant. Proper management of a tourist destination is based on marketing and communication with tourists. The most common tools for promotion are advertising and public relations, which spend the most funds from the budget available to the tourist organization. The development of digital trends in tourism, which began long before the Covida-19 pandemic, proved to be a major ally of tourism organizations and a major medium of communication with tourists. The tourism organizations of the countries used online communication to place campaigns and inform tourists. This paper will analyze online tourist communication in the era of the Covid-19 virus pandemic through the examples of three well-known tourist destinations - Croatia, Spain and Greece.

• Keywords: turizam; turistička online komunikacija; Covid-19; koronavirus; hrvatski turizam; grčki turizam; španjolski turizam
• Keywords (english): tourism; online tourist communication; Covid-19; coronavirus; Croatian tourism; Greek tourism; Spanish tourism
• Language: croatian
• URN:NBN: urn:nbn:hr:114:138700
• 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: 2022-08-11 09:15:03