Konstrukcija prostornih identiteta u brendiranju turizma Hrvatske: analiza promocije Hrvatske turističke zajednice

master's thesis

• Title (english): The construction of spatial identities in the branding of Croatian tourism: an analysis of the Croatian National Tourist Board's promotion
• Author: Denni Kunjas
• Mentor: Borna Fürst Bjeliš (mentor)
• Committee member: Borna Fürst Bjeliš (predsjednik povjerenstva)
• Committee member: Zoran Curić (član povjerenstva)
• Committee member: Ivan Zupanc (član povjerenstva)
• Granter: University of Zagreb; Faculty of Science; (Department of Geography); Zagreb
• Defense date and country: 2025-02-27, Croatia
• Scientific / art field, discipline and subdiscipline: INTERDISCIPLINARY AREAS OF KNOWLEDGE; Geography

Abstract

Prostorni identiteti aktualna su tema u znanosti i turizmu. U uvjetima jake turističke konkurencije i utjecaja procesa poput globalizacije, turističke destinacije gotovo su prisiljene razvijati vlastiti turistički identitet i brend kako bi stvorili razlikovnu i konkurentsku prednost na tržištu. U suvremeno doba, isto vrijedi i na razini država, gdje je razvijanje snažnog i prepoznatljivog brenda ključno u raznim sferama, sagleda li ih se prvotno kao destinacije ili ne. Kao jedna od sve... More popularnijih i sve češće korištenih metoda u znanosti, analiza sadržaja diči se objektivnošću i sustavnošću pri istraživanju širokog spektra društvenih pojava i oblika komunikacije. S ciljem objektivnog sagledavanja konstruiranih prostornih identiteta u brendiranju turizma Hrvatske, ovaj rad koristi metodu analize sadržaja za istraživanje promotivnih materijala Hrvatske turističke zajednice. Hrvatska turistička zajednica je krovna državna organizacija koja stvara, oblikuje i razvija identitet i brend turizma Hrvatske. Rezultati analize sadržaja pokazali su kako se konstruirani prostorni identiteti u brendiranju turizma Hrvatske temelje na ljepoti prirodnih i kulturnih elemenata turističke ponude. Less

Abstract (english)

Spatial identities are a current topic in science and tourism. In the conditions of strong tourism competition and the impact of processes such as globalization, tourist destinations are almost forced to develop their own tourist identity and brand in order to create a distinctive and competitive advantage in the market. In modern times, the same is true at the national level, where developing a strong and recognizable brand is crucial in various spheres, whether they are primarily... More perceived as destinations or not. As one of the increasingly popular methods in science, content analysis prides itself on its objectivity and systematization in researching a wide range of social phenomena and forms of communication. With the aim of objectively defining the constructed spatial identities in the branding of Croatian tourism, this paper uses the method of content analysis to research the Croatian National Tourist Boards promotional materials. The Croatian National Tourist Board is an state umbrella organization that creates, shapes and develops the identity and brand of Croatian tourism. The results of the content analysis revealed that the constructed spatial identities in the branding of Croatian tourism are based on the beauty of natural and cultural elements of its tourist offer. Less

• Keywords: prostorni identitet; analiza sadržaja; brendiranje; turizam Hrvatske
• Keywords (english): spatial identity; content analysis; branding; Croatian tourism
• Language: croatian
• URN:NBN: urn:nbn:hr:217:676788
• Study programme: Title: Geography; specializations in: Physical Geography with Geoecology, Spatial Planning and Regional Development, Heritage and Tourism, Geographic Information Systems, Course research; Course: Heritage and Tourism; Study programme type: university; Study level: graduate; Academic / professional title: magistar/magistra geografije (magistar/magistra geografije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Open access
• Created on: 2025-03-12 11:23:19