undergraduate thesis
IMPORTANCE OF THE EVENT IN BRANDING THE DESTINATION

Ivanka Pospihalj (2017)
Virovitica College
Metadata
TitleVAŽNOST EVENTA U BRENDIRANJU DESTINACIJE
AuthorIvanka Pospihalj
Mentor(s)Zrinka Blažević Bognar (thesis advisor)
Abstract
Rad se bazira na teorijskom i praktičnom prikazu brendiranja turističke destinacije kroz organiziranje raznih evenata. Poseban naglasak je na organiziranju evenata jer se na taj način određena turistička destinacija može brendirati i biti poželjnija za turiste. Brendiranje destinacije označava kreiranje jedinstvenog identiteta i razlikovanja u odnosu na konkurenciju. Cilj rada je objasniti proces brendiranja destinacije koji uključuje organizaciju evenata kao bitan faktor privlačenja većeg broja turista. Prikazana su teorijska polazišta osnovnih pojmova kao što su marketing, marketing mix, brend, brendiranje i event. Objašnjen je proces brendiranja destinacije kroz razne faze. Prezentiran je značaj eventa u brendiranju destinacije kroz event marketing, osnove organizacije evenata te primjer jednog vrhunski organiziranog eventa. Nakon teorijskog pristupa slijedi praktični pristup u kojemu je grad Orahovica prikazan kao primjer brendirane destinacije koja organizira veliki broj evenata i na taj način privlači mnogobrojne turiste iz različitih dijelova Republike Hrvatske, a i šire.
Keywordsmarketing event branding destination Orahovica
Parallel title (English)IMPORTANCE OF THE EVENT IN BRANDING THE DESTINATION
GranterVirovitica College
PlaceVirovitica
StateCroatia
Scientific field, discipline, subdisciplineSOCIAL SCIENCES
Economics
Study programme typeprofessional
Study levelundergraduate
Study programmeManagement; specializations in: Management in Computer Sciences, Management in Rural Tourism
Study specializationManagement in Computer Sciences
Academic title abbreviationbacc.oec.
Genreundergraduate thesis
Language Croatian
Defense date2017-06-01
Parallel abstract (English)
The work is based on theoretical and practical view of branding tourist destination through the organization of different events. Particular emphasis is placed on organizing the events because in this way a certain tourist destination can be branded and preferable to tourists. Branding the destination means creating unique identity and distinction in relation to competition. The aim of the work is to explain the process of branding the destination, which involves organizing the events as an important factor for attracting a large number of tourists. Theoretical starting points for basic concepts such as marketing, marketing mix, brand, branding and event are presented. It is explained the process of branding the destination through various phases. The importance of events in branding the destination through event marketing, the foundation of the event organization and the example of a top-notch event has been presented. After the theoretical approach, it follows the practical approach where the city of Orahovica is shown as an example of a branded destination that organizes a large number of events and in this way attracts many tourists from different parts of the Republic of Croatia and beyond.
Parallel keywords (Croatian)marketing event brendiranje destinacija Orahovica
Resource typetext
Access conditionAccess restricted to students and staff of home institution
Terms of usehttp://rightsstatements.org/vocab/InC/1.0/
URN:NBNhttps://urn.nsk.hr/urn:nbn:hr:165:921165
CommitterIvana Vidak