Brendiranje grada Šibenika kroz četiri tvrđave

master's thesis

• Title (english): Branding of the Town of Šibenik through Four Fortresses
• Author: Ana Samodol
• Mentor: Božo Skoko (mentor)
• Committee member: Božo Skoko (predsjednik povjerenstva)
• Committee member: Dražen Lalić (član povjerenstva)
• Committee member: Hrvoje Jakopović (član povjerenstva)
• Granter: University of Zagreb; The Faculty of Political Science; Zagreb
• Defense date and country: 2023-09-18, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Information and Communication Sciences; Journalism

Abstract

Rad se bavi brendiranjem grada Šibenika kroz četiri tvrđave (sveti Mihovil, sveti Nikola, Barone i sveti Ivan). Početni dio rada obuhvaća teorijski dio koji objašnjava osnovne pojmove brendiranja, imidža i identiteta kao i pojmove brendiranja gradova/destinacija. Nadalje, opisan je grad Šibenik, opća obilježja i grad kao turistička destinacija. Također je prikazan pokušaj brendiranja grada kao kulturne destinacije, a upravo je kao primjer korištena tvrđava svetog Mihovila, to jest Ljetna pozornica. Zatim u radu se iznose ostale dalmatinske tvrđave koje bi mogle biti potencijalna konkurencija šibenskim tvrđavama. U radu su opisane šibenske tvrđave i njihova ponuda te se pojavilo pitanje mogu li šibenske tvrđave kao nositeljice kulture biti brend grada Šibenika. Potom se provelo anketno istraživanje gdje su ispitanici građani Republike Hrvatske kako bi se kroz njihovu perspektivu saznalo o snagama tvrđava, posebnostima, ali i manama upravljanja tvrđava. Na kraju samog rada su interpretirani rezultati istraživanja te je iznesen plan za brendiranje tvrđava, a i samog grada.

Abstract (english)

This study deals with the branding of the city of Šibenik through four fortresses (Saint Michael, Saint Nicholas, Barone and Saint John). The initial part of the paper includes a theoretical part that explains the basic concepts of branding, image and identity as well as the concepts of city/destination branding. Furthermore, the city of Šibenik, its general characteristics and the city as a tourist destination are described. An attempt to brand the city as a cultural destination was also shown, and the fortress of St. Michael, i.e. the Summer Stage, was used as an example. Then, the paper presents other Dalmatian fortresses that could be potential competitors to Šibenik fortresses. The paper describes Šibenik's fortresses and their offer, and raises the question of whether Šibenik's fortresses, as bearers of culture, can be the brand of the city of Šibenik. Then a survey was conducted where the respondents were citizens of the Republic of Croatia in order to learn from their perspective about the strengths of fortresses, the peculiarities, but also the shortcomings of fortress management. At the end of the paper, the research results were interpreted and a plan for branding the fortresses and the city itself was presented.

• Keywords: brendiranje; kultura; Šibenik; tvrđave; destinacija; turizam; identitet; imidž; brend
• Keywords (english): branding; culture; Šibenik; fortresses; destination; tourism; identity; image; brand
• Language: croatian
• URN:NBN: urn:nbn:hr:114:348178
• 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: 2023-12-18
• Created on: 2023-10-12 13:21:50