prikaz prve stranice dokumenta Storytelling u funkciji izgradnje i jačanja brenda destinacije Požeške kotline
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master's thesis
Storytelling u funkciji izgradnje i jačanja brenda destinacije Požeške kotline
2022. urn:nbn:hr:191:599844
Šarić, Elena
University of Rijeka
Faculty of Tourism and Hospitality Management

Cite this document

Šarić, E. (2022). Storytelling u funkciji izgradnje i jačanja brenda destinacije Požeške kotline (Master's thesis). Opatija: University of Rijeka, Faculty of Tourism and Hospitality Management. Retrieved from https://urn.nsk.hr/urn:nbn:hr:191:599844

Šarić, Elena. "Storytelling u funkciji izgradnje i jačanja brenda destinacije Požeške kotline." Master's thesis, University of Rijeka, Faculty of Tourism and Hospitality Management, 2022. https://urn.nsk.hr/urn:nbn:hr:191:599844

Šarić, Elena. "Storytelling u funkciji izgradnje i jačanja brenda destinacije Požeške kotline." Master's thesis, University of Rijeka, Faculty of Tourism and Hospitality Management, 2022. https://urn.nsk.hr/urn:nbn:hr:191:599844

Šarić, E. (2022). 'Storytelling u funkciji izgradnje i jačanja brenda destinacije Požeške kotline', Master's thesis, University of Rijeka, Faculty of Tourism and Hospitality Management, accessed 25 May 2024, https://urn.nsk.hr/urn:nbn:hr:191:599844

Šarić E. Storytelling u funkciji izgradnje i jačanja brenda destinacije Požeške kotline [Master's thesis]. Opatija: University of Rijeka, Faculty of Tourism and Hospitality Management; 2022 [cited 2024 May 25] Available at: https://urn.nsk.hr/urn:nbn:hr:191:599844

E. Šarić, "Storytelling u funkciji izgradnje i jačanja brenda destinacije Požeške kotline", Master's thesis, University of Rijeka, Faculty of Tourism and Hospitality Management, Opatija, 2022. Available at: https://urn.nsk.hr/urn:nbn:hr:191:599844

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Metadata
TitleStorytelling u funkciji izgradnje i jačanja brenda destinacije Požeške kotline
Title (english)Storytelling in the function of building and strengthening the brand oft he Požega Valley
AuthorElena Šarić
MentorLidija Bagarić (mentor)
GranterUniversity of Rijeka
Faculty of Tourism and Hospitality Management
Opatija
Defense date and country2022-07-13, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Trade and Tourism
Abstract
U današnje je vrijeme u turizmu sve je više i više izazova za one koji se njime bave. Postoji sve više destinacija koje nude slične proizvode i usluge podjednake kvalitete što turističkim destinacijama predstavlja izazov da se istaknu među konkurencijom. Kako bi se suočile s povećanjem konkurentnosti i sve zahtjevnijim posjetiteljima, u promociji se turističkih destinacija koristi marketinški alat storytelling. Alat kojim se predstavlja ili interpretira nematrijalna i matrijalna baština, autentične priče, tradicija i običaji lokalnog stanovništva destinacija. „Pričanje priča“, u poslovanju poznato kao 'storytelling', postaje nezaobilazna sastavnica izgradnje brenda i komunikacije brenda destinacije s potecijalnim posjetiteljima. Svrha je ovoga rada predstaviti destinaciju Požeška kotlina, površinom malu, ali bogatu tradicijom, običajima, gastronomskom ponudom i očuvanim krajolikom te pokazati kako ova kotlina marketinškim alatom storytellingom predstavlja svoje autentične priče destinacije kojima se ističe među konkurentima, izgrađuje i jača brend destinacije te privlači posjetitelje.
Abstract (english)
There are more and more challenges in tourism nowadays for participants who deal with tourism as an economy branch. Also, many destinations offer similar products and services of equal quality, which makes a challenge for tourist destinations to stand out among the competition. In order to cope with increasing competitiveness and increasingly demanding visitors, marketing tool storytelling is used in the promotion of tourist destinations. A tool that presents or interprets material and non-material heritage, authentic stories, local tradition, and customs of the destination. Therefor, “Storytelling”, a well-known tool in business, is an indispensable way of brand building and a way of communication between brand destination and potential visitors. The purpose of this paper is to present the destination the Požega Valley, a rather small area rich in tradition, customs, cuisine, and preserved landscape. Another purpose is to show how this valley, using storytelling, presents its authentic destination stories that could help the Požega Valley to stand out among its competitors, to build and to strengthen the destination brand and to attract visitors.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:191:599844
Study programmeTitle: Marketing in tourism
Study programme type: university
Study level: graduate
Academic / professional title: magistar/magistra ekonomije (magistar/magistra ekonomije)
Type of resourceText
File originBorn digital
Access conditionsAccess restricted to students and staff of home institution
Terms of useLicence In copyright icon
Created on2023-06-15 08:00:52