Istraživanje imidža Osječko-baranjske županije i mogućnost njegova razvoja

master's thesis

• Title (english): Research of the image of the Osijek-Baranja county and the possibilities of its development
• Author: Doris Ravlić
• Mentor: Hrvoje Jakopović (mentor)
• Mentor: Božo Skoko (mentor)
• Committee member: Hrvoje Jakopović (predsjednik povjerenstva)
• Committee member: Zrinjka Peruško (član povjerenstva)
• Committee member: Ivo Žanić (član povjerenstva)
• Granter: University of Zagreb; The Faculty of Political Science; Zagreb
• Defense date and country: 2017-09-25, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Information and Communication Sciences; Journalism

Abstract

U ovom radu istražuje se trenutni imidž Osječko- baranjske županije te se na temelju dobivenih rezultata istraživanja i primjera iz prakse predlažu mogućnosti njegova razvoja. Imidž je promjenjiva kategorija na koju se može utjecati stoga je važno sustavno raditi na njegovu poboljšanju i očuvanju. Pozitivan imidž donosi mnoge prednosti koji velik broj gradova, država, regija i županija već prepoznaje i koristi. Županije moraju privući turiste, stanovnike, poticati proizvodnju i izvoz. Brendiranje je jedan od načina na koji se može utjecati na postojeći imidž. Potrebno je izraditi marku županije koja će biti prepoznatljiva, kreirati njenu osobnost. Prema jednoj od definicija imidž jest ono kako nas vide drugi stoga je istraživanje provedeno među stanovnicima ostalih hrvatskih županija. Uvidom u njihove stavove i mišljenja dobili smo približnu percepciju imidža Osječko- baranjske županije. U cilju kreiranja što pozitivnijeg imidža Osječko- baranjske županije potrebno je bolje upravljanje već postojećim prednostima te raditi na kreiranju prepoznatljivog identiteta. Osječko- baranjsku županiju potrebno je pozicionirati kao destinaciju ruralnog turizma te na temelju autohtonih proizvoda izgraditi prepoznatljivi identitet.

Abstract (english)

This thesis will deal with the image of the Osijek-Baranja County and it will propose the possibilities of its development based on the given results of the research and examples in practice. Image is a variable category that can be influenced, hence it is important to work systematically on its improvement and preservation. A positive image brings many advantages that a big number of cities, states, regions and counties have already recognized and have been using it. Counties must attract tourists, residents, encourage production and export. Branding is one of the ways in which image can be influenced. It is necessary to create a county's brand that will be recognizable and reflect its personality. According to one of the definitions image is the way others perceive us so this research has been conducted among residents of other Croatian counties. Insight into their attitudes and opinions helped us get an approximate perception of the image of Osijek-Baranja County. In order to create the most positive image of Osijek-Baranja county it needs a better handling of existing advantages and work on creation of a recognizable identity. Osijek-Baranja county needs to be positioned as a rural tourism destination and based on its autochthonous products build its recognizable identity.

• Keywords: imidž; regija; identitet
• Keywords (english): image; region; identity
• Language: croatian
• URN:NBN: urn:nbn:hr:114:038285
• 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: Access restricted to students and staff of home institution
• Created on: 2017-10-24 15:40:47