Access restricted to higher education institution's students and staff
undergraduate thesis
BRAND MANAGEMENT IN SISAČKO-MOSLAVAČKA COUNTY

Sara Hergešić
Metadata
TitleUPRAVLJANJE BRENDOM SISAČKO-MOSLAVAČKE ŽUPANIJE
AuthorSara Hergešić
Mentor(s)Mili Razović (thesis advisor)
AbstractBrendiranje u turizmu proces je koji izdvaja određenu destinaciju po njezinim karakteristikama, stvarajući identitet destinacije. Pritom se najveći uspjeh postiže isticanjem autentičnosti, a Sisačko-moslavačka Županija u tome ima mnogo potencijala. Stvaranjem međunarodne prepoznatljivosti županije, privukli bi ulaganja i stručnu radnu snagu. Iako je SMŽ u turističkom smislu nerazvijena regija ona ima realnu perspektivu postati poželjna turistička destinacija. U radu se analizira ponuda županije koja je poslužila kao osnova za definiranje jedinstvenoga brend identiteta županije i stvaranje poželjnoga turističkog ozračja na tom prostoru. Pokretačka snaga razvoja turizma na području SMŽ mogu biti proizvodi poput ruralnog turizama, te posebni interesi (biciklizam, pješačenje, lov i ribolov, gastronomija). Segmentacijom tržišta trebalo bi doći do određene ciljne skupine poput turista koji preferiraju kulturnu baštinu i druge tradicionalne vrijednosti. Prilikom pozicioniranja, nužno je u svijesti potencijalnih turista stvoriti dojam posebnosti i različitosti u odnosu na pregršt drugih destinacija. Pritom je potrebno uskladiti obećanja sa stvarnom ponudom, kako bi turiste koje jednom privučemo, zadržali i postigli određenu lojalnost.
KeywordsSisačko- moslavačka county Brand branding destination rural tourism
Parallel title (English)BRAND MANAGEMENT IN SISAČKO-MOSLAVAČKA COUNTY
Committee MembersDivna Goleš (committee chairperson)
Ana Udovičić (committee member)
Mili Razović (committee member)
GranterVeleučilište u Šibeniku
Lower level organizational unitsMenadžment
PlaceŠibenik
StateCroatia
Scientific field, discipline, subdisciplineSOCIAL SCIENCES
Economics
Marketing
Study programme typeprofessional
Study levelundergraduate
Study programmeManagement; specializations in: Tourism Management, Information Management
Study specializationTourism Management
Academic title abbreviationbacc.oec.
Genreundergraduate thesis
Language Croatian
Defense date2016-07-08
Parallel abstract (English)Branding in tourism is a process which categorizes specific destinations by their unique characteristics which essentially creates a destination identity. The greatest success is achieved by emphasizing authenticity, and Sisačko-moslavačka County has great potential. By creating international recognition of this county we will attract investments and workforce benefits. Although SM County in terms of tourism is an underdeveloped region at this time, it has a real prospect of becoming a desirable tourist destination. This paper analyzes the counties current offerings which are used as the base for defining a unique brand identity and creating a desirable tourist atmosphere. The initial force for this development can be rural tourism or special interests (biking, hiking, hunting and fishing, or gastronomy). Segmentation of the market should reach certain target groups such as tourists who prefer cultural heritage and other traditional values. When positioning, it is necessary, in the minds of potential tourists, to make an impression of uniqueness and diversity in relation to other destinations. It is necessary to not break promises with real offerings so we could attract, retain and achieve brand loyalty.
Parallel keywords (Croatian)Sisačko – moslavačka županija Brend brendiranje destinacija ruralni turizam
Resource typetext
Access conditionAccess restricted to higher education institution's students and staff
Terms of usehttp://creativecommons.org/licenses/by-nc-nd/3.0/hr/
URN:NBNhttps://urn.nsk.hr/urn:nbn:hr:143:525228
CommitterNives Paškov Milošević