Brendiranje Međimurske županije kao turističke destinacije

master's thesis

• Title (english): The Branding of Međimurje County as a Tourist Destination
• Author: Ivana Bertović
• Mentor: Hrvoje Jakopović (mentor)
• Committee member: Hrvoje Jakopović (predsjednik povjerenstva)
• Committee member: Dejan Gluvačević (član povjerenstva)
• Committee member: Zlatan Krajina (član povjerenstva)
• Granter: University of Zagreb; The Faculty of Political Science; Zagreb
• Defense date and country: 2023-09-20, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Information and Communication Sciences; Journalism

Abstract

Turizam je globalna pojava i jedna od najbrže rastućih svjetskih industrija. Brend predstavlja ime, termin, znak ili slično u svrhu identificiranja i razlikovanja proizvoda ili usluga. Brendiranje je proces kojim se oblikuje, planira i komunicira ime i identitet kako bi se izgradilo ili upravljalo reputacijom. Brendiranje postoji i u turizmu, a najčešće se pojavljuje u obliku brendiranja država, destinacija ili gradova. Brendiranje destinacija označava izdvajanje po karakteristikama i stvaranje vlastitog identiteta. Svrha ovog diplomskog rada je istraživanje prepoznatljivosti i mogućnosti brendiranja Međimurske županije, a s tim ciljem je proveden kratki anketni upitnik. Međimurska županija prepoznata je u ostatku Hrvatske, ali najviše se posjećuju manifestacije i središte županije, Čakovec. Sudionici istraživanja ističu da je Međimurska županija razvijena i ima odlične uvjete za budućnost, no ulaganja u turističke proizvode su i dalje potrebna. Međimurje ima prostora za napredak i daljnja ulaganja u vidu turizma kako bi se stvorila konkurentnost nad susjednim županijama.

Abstract (english)

Tourism is a global phenomenon and one of the fastest-growing industries worldwide. A brand represents a name, term, symbol, or similar element used to identify and differentiate products or services. Branding is the process of shaping, planning, and communicating a name and identity to build or manage reputation. Branding also exists in tourism, often in the form of branding countries, destinations, or cities. Destination branding involves highlighting unique characteristics and creating a distinct identity. The purpose of this thesis is to research the recognition and possibilities of branding Međimurje County, for which a short questionnaire was conducted. Međimurje County is recognized within Croatia, but it is mostly visited for its events and the county center, Čakovec. The participants in the research emphasize that Međimurje County is developed and has excellent prospects for the future, but further investments in tourist products are still needed. There is room for progress and further investments in tourism in Međimurje to gain competitiveness over neighboring counties.

• Keywords: brendiranje; Međimurska županija; turizam; turistička destinacija
• Keywords (english): branding; Međimurje County; tourism; tourist destination
• Language: croatian
• URN:NBN: urn:nbn:hr:114:669258
• 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: 2023-10-25 08:17:24