Brendiranje Zagreba kao održive kontinentalne turističke destinacije

master's thesis

• Title (english): Branding of Zagreb as a sustainable continental tourist destination
• Author: Tinea Majdić
• Mentor: Božo Skoko (mentor)
• Mentor: Dejan Gluvačević (komentor)
• Committee member: Božo Skoko (predsjednik povjerenstva)
• Committee member: Dejan Gluvačević (član povjerenstva)
• Committee member: Stela Lechpammer (član povjerenstva)
• Granter: University of Zagreb; The Faculty of Political Science; Zagreb
• Defense date and country: 2024-07-04, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Information and Communication Sciences; Journalism

Abstract

Cilj ovog rada je istražiti i utvrditi trenutno stanje prepoznavanja važnosti brendiranja Zagreba kao održive turističke destinacije među turističkim djelatnicima. Turistička destinacija jedinstvena je tržišna i turistička prostorna cjelina koja nudi specifične proizvode i usluge. Brend predstavlja sustav vrijednosti koji transformira iskustvo korištenja kroz subjektivna značenja koja brend predstavlja za potrošače, a brendiranje turističke destinacije uključuje stvaranje percepcije posjetitelja i doživljaja destinacije. S obzirom na rastuću globalnu važnost održivosti u turizmu i potencijal Zagreba da se istakne na turističkom tržištu, glavni cilj istraživanja bio je analizirati postojeće stanje, identificirati slabosti i predložiti mjere koje bi mogle doprinijeti konkurentnosti grada i ukupnom razvoju održivog turizma u Zagrebu. U svrhu provedbe istraživanja odabrana je kvantitativna metoda online ankete distribuirane putem Facebooka. Rezultati istraživanja potvrđuju glavnu hipotezu da turistički djelatnici prepoznaju važnost brendiranja Zagreba kao održive turističke destinacije. Istovremeno, postoji značajna zabrinutost zbog negativnih utjecaja na povijesnu jezgru grada, prekomjerno korištenje resursa, nedostatak informiranosti lokalnog stanovništva uz manjak promocije i implementacije održivog razvoja. Predlaže se razvoj strategija za unapređenje postojećih potencijala ekološke održivosti, regulaciju cijena uz smanjenje životnih troškova, te bolju informiranost i participaciju stanovnika u procesima i implementaciji održivog razvoja.

Abstract (english)

The aim of this paper is to investigate and determine the current state of recognition of the importance of branding Zagreb as a sustainable tourist destination among tourism professionals. The tourist destination is a unique market and tourist spatial unit that offers specific products and services. The brand represents a value system that transforms the usage experience through subjective meanings that the brand represents for consumers, while branding a tourist destination involves creating visitor perception and the destination experience. Given the growing global importance of sustainability in tourism and the potential of Zagreb to stand out on the tourism market, the main goal of the research was to analyze the current situation, identify weaknesses and propose measures that could contribute to the competitiveness of the city and the overall development of sustainable tourism in Zagreb. For the purpose of conducting the research, a quantitative method of online survey was distributed via Facebook. The research results confirm the main hypothesis that tourism professionals recognize the importance of branding Zagreb as a sustainable tourist destination. At the same time, there are significant concerns about the negative impacts on the historical core of the city, excessive use of resources, a lack of information among the local population with a lack of promotion and implementation of sustainable development. It is proposed to develop strategies for improving the existing potential of environmental sustainability, price regulation with reduced living costs, and better information and participation of residents in processes and implementation of sustainable development.

• Keywords: turistička destinacija; održivi razvoj; brend; brendiranje; Zagreb
• Keywords (english): tourist destination; sustainable development; brand; branding; Zagreb
• Language: croatian
• URN:NBN: urn:nbn:hr:114:365428
• 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: 2024-07-26 10:44:13