Brendiranje sjevernog Zagorja kao turističke destinacije: slučaj Lobora

master's thesis

• Title (english): Branding of Northern Zagorje as a Tourist Destination: A Case Study of Lobor
• Author: Nikol Kostanjevečki
• Mentor: Božo Skoko (mentor)
• Committee member: Božo Skoko (predsjednik povjerenstva)
• Committee member: Dražen Lalić (član povjerenstva)
• Committee member: Milica Vučković (član povjerenstva)
• Granter: University of Zagreb; The Faculty of Political Science; Zagreb
• Defense date and country: 2023-09-15, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Information and Communication Sciences; Journalism

Abstract

Provedbom dvije online ankete te pet dubinskih intervjua ovim se radom nastojalo dokazati može li se kreiranjem ispravne strategije malo mjesto poput Lobora brendirati i pozicionirati na kartu turističkih destinacija Hrvatske. Cilj ovog rada bio je provjeriti u kojoj je mjeri razvijen stupanj prepoznavanja Lobora kao turističke destinacije kod lokalnog stanovništva te kako vide budućnost svoga kraja u kontekstu turizma. Krajnja je namjera provjeriti aktualnu situaciju te uvidjeti što je potrebno zadržati, a što dodati kako bi ovo mjesto postalo atraktivna i održiva destinacija koja nudi različite aktivnosti prilagođene svim generacijama. Istraživački dio donosi dokaze da Lobor ima razvijene segmente vjerskog i edukacijskog turizma te snažne manifestacije od kojih jedna ima inozemni karakter. Također, uočen je čvrsti potencijal za daljnji razvoj turizma uz dodavanje novog sadržaja, gastronomske ponude te postizanje bolje vidljivosti koristeći društvene mreže i medije. U radu su definirani pojmovi vezani za brendiranje i suvremene turiste te su predstavljene specifičnosti Lobora, stoga je, u skladu s tim, važno imati na umu da suvremeni potrošači zahtijevaju autentično iskustvo. Na kulturnoj, arheološkoj i društvenoj baštini Lobora leže čvrsti temelji za razvoj turizma, no potrebna su dodatna ulaganja u turističku ponudu i edukaciju djelatnika.

Abstract (english)

By conducting two online surveys and five in-depth interviews, this paper tried to prove whether a small place like Lobor can be branded and positioned on the map of tourist destinations in Croatia by creating the right strategy. The aim of this work was to check to what extent the local population recognizes Lobor as a tourist destination and how they see the future of their region in the context of tourism. The ultimate goal is to check the current situation and see what needs to be kept and what needs to be added in order to make this place an attractive and sustainable destination that offers different activities suitable for all generations. The research part provides evidence that Lobor has developed segments of religious and educational tourism and solid events, one of which has an international character. Also, a strong potential for further development of tourism was observed with the addition of new content, gastronomic offer and achieving better visibility using social networks and media. In the paper, terms related to branding and contemporary tourists are defined and the specifics of Lobor are presented, therefore, it is important to keep in mind that modern consumers demand an authentic experience. The cultural, archaeological and social heritage of Lobor lays a solid foundation for the development of tourism, but additional investments are needed in the tourist offer and the education of employees.

• Keywords: brendiranje; Hrvatsko zagorje; Lobor; Majka Božja Gorska; turistička destinacija
• Keywords (english): branding; Hrvatsko zagorje; Lobor; Majka Božja Gorska; tourist destination
• Language: croatian
• URN:NBN: urn:nbn:hr:114:301363
• 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; Embargo expiration date: 2023-09-25
• Created on: 2023-10-11 13:13:44