Marketing kulturnih događaja u turističkoj ponudi kontinentalne Hrvatske

Zandt, Robert

master's thesis

Marketing kulturnih događaja u turističkoj ponudi kontinentalne Hrvatske

Osijek: Josip Juraj Strossmayer University of Osijek, Academy of Arts and Culture in Osijek, 2021. urn:nbn:hr:251:615420

Zandt, Robert

Josip Juraj Strossmayer University of Osijek
Academy of Arts and Culture in Osijek

Cite this document

APA 6th Edition

Zandt, R. (2021). Marketing kulturnih događaja u turističkoj ponudi kontinentalne Hrvatske (Master's thesis). Osijek: Josip Juraj Strossmayer University of Osijek, Academy of Arts and Culture in Osijek. Retrieved from https://urn.nsk.hr/urn:nbn:hr:251:615420

MLA 8th Edition

Zandt, Robert. "Marketing kulturnih događaja u turističkoj ponudi kontinentalne Hrvatske." Master's thesis, Josip Juraj Strossmayer University of Osijek, Academy of Arts and Culture in Osijek, 2021. https://urn.nsk.hr/urn:nbn:hr:251:615420

Chicago 17th Edition

Harvard

Zandt, R. (2021). 'Marketing kulturnih događaja u turističkoj ponudi kontinentalne Hrvatske', Master's thesis, Josip Juraj Strossmayer University of Osijek, Academy of Arts and Culture in Osijek, accessed 19 April 2024, https://urn.nsk.hr/urn:nbn:hr:251:615420

Vancouver

Zandt R. Marketing kulturnih događaja u turističkoj ponudi kontinentalne Hrvatske [Master's thesis]. Osijek: Josip Juraj Strossmayer University of Osijek, Academy of Arts and Culture in Osijek; 2021 [cited 2024 April 19] Available at: https://urn.nsk.hr/urn:nbn:hr:251:615420

IEEE

R. Zandt, "Marketing kulturnih događaja u turističkoj ponudi kontinentalne Hrvatske", Master's thesis, Josip Juraj Strossmayer University of Osijek, Academy of Arts and Culture in Osijek, Osijek, 2021. Available at: https://urn.nsk.hr/urn:nbn:hr:251:615420

Cite this item: https://urn.nsk.hr/urn:nbn:hr:251:615420

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Metadata

Title	Marketing kulturnih događaja u turističkoj ponudi kontinentalne Hrvatske
Author	Robert Zandt
Mentor	Iva Buljubašić (mentor)
Committee member	Ivica Šola (predsjednik povjerenstva)
Committee member	Marina Đukić (član povjerenstva)
Committee member	Iva Buljubašić (član povjerenstva)
Granter	Josip Juraj Strossmayer University of Osijek Academy of Arts and Culture in Osijek Osijek
Defense date and country	2021-09-23, Croatia
Scientific / art field, discipline and subdiscipline	SOCIAL SCIENCES Interdisciplinary Social Sciences
Abstract	Danas je marketing nezaobilazan dio poslovanja svakog gospodarskog subjekta. Zbog konzumerizma koji je sveprisutniji na globalnoj razini, dolazi i do određenih promjena pri odabiru proizvoda i usluga. Potrošaču, pri odluci o konzumaciji, kvaliteta proizvoda predstavlja bitan aspekt, no u praksi, isti će posegnuti za manje kvalitetnim proizvodom ako je on bolje oglašen, promoviran ili zapakiran. Na primjeru festivala Špancirfest i manifestacije Đakovački vezovi može se zaključiti kako putem kvalitetnog marketinga i brendiranja te stjecanjem povoljnog imidža postoji veća mogućnost za ostvarivanje željenih ciljeva. Bogata turistička ponuda Hrvatske može napredovati i sačuvati svoje vrijednosti ako ulaže u razvoj i očuvanje socijalnih, kulturnih i ekoloških komponenta svake turističke destinacije – održivim turizmom. U svrhu rada napravljeno je istraživanje na području kontinentalne Hrvatske sa ciljem prikupljanja rezultata o pohađanju kulturnih događaja, razlikama u posjećivanju istih prema dobi i spolu, marketinškim strategijama kulturnih događaja, mišljenju ispitanika o oblicima marketinške komunikacije te drugim informacijama vezanim za komunikaciju između potrošača i proizvođača kulturnih dobara.
Abstract (english)	Marketing today is a necessary part of every business. Due to consumerism, which is more present on a global level, certain changes are visible in the choosing of products and services. When deciding on consumption, the quality of the product is an important aspect, but in practice, consumer will choose lower quality product if it is better advertised, promoted, or packaged. The Špancirfest festival and the Đakovački vezovi manifestation are practical examples how we can achieve desired goals with quality marketing and branding as well as establishing favorable public image. Croatia's rich tourist offer can prosper and preserve its values if they concentrate on the development and preservation of social, cultural and ecological components of every tourist destination - sustainable tourism. As part of the paper, a survey was conducted in continental Croatia with the aim of collecting results on: attendance of cultural events, differences in attendance by age and gender, marketing strategies of cultural events, respondents' opinions on forms of marketing communication and other information regarding communication between consumer-producer of cultural goods.
Keywords
Keywords (english)
Language	croatian
URN:NBN	urn:nbn:hr:251:615420
Study programme	Title: University graduate interdisciplinary study program in cultural studies; specializations in: Cultural Management, Media Culture, Librarian Science Course: Cultural Management Study programme type: university Study level: graduate Academic / professional title: magistar/magistra kulturologije uz naznaku smjera (magistar/magistra kulturologije uz naznaku smjera)
Type of resource	Text
File origin	Born digital
Access conditions	Open access
Terms of use
Repository	Repository of the Academy of Arts and Culture in Osijek
Created on	2022-03-30 13:45:45