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master's thesis
Moć influencera u jačanju brenda turističke destinacije
2022. urn:nbn:hr:191:437097
Vukmir, Nicole
University of Rijeka
Faculty of Tourism and Hospitality Management

Cite this document

Vukmir, N. (2022). Moć influencera u jačanju brenda turističke destinacije (Master's thesis). Opatija: University of Rijeka, Faculty of Tourism and Hospitality Management. Retrieved from https://urn.nsk.hr/urn:nbn:hr:191:437097

Vukmir, Nicole. "Moć influencera u jačanju brenda turističke destinacije." Master's thesis, University of Rijeka, Faculty of Tourism and Hospitality Management, 2022. https://urn.nsk.hr/urn:nbn:hr:191:437097

Vukmir, Nicole. "Moć influencera u jačanju brenda turističke destinacije." Master's thesis, University of Rijeka, Faculty of Tourism and Hospitality Management, 2022. https://urn.nsk.hr/urn:nbn:hr:191:437097

Vukmir, N. (2022). 'Moć influencera u jačanju brenda turističke destinacije', Master's thesis, University of Rijeka, Faculty of Tourism and Hospitality Management, accessed 10 November 2024, https://urn.nsk.hr/urn:nbn:hr:191:437097

Vukmir N. Moć influencera u jačanju brenda turističke destinacije [Master's thesis]. Opatija: University of Rijeka, Faculty of Tourism and Hospitality Management; 2022 [cited 2024 November 10] Available at: https://urn.nsk.hr/urn:nbn:hr:191:437097

N. Vukmir, "Moć influencera u jačanju brenda turističke destinacije", Master's thesis, University of Rijeka, Faculty of Tourism and Hospitality Management, Opatija, 2022. Available at: https://urn.nsk.hr/urn:nbn:hr:191:437097

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Metadata
TitleMoć influencera u jačanju brenda turističke destinacije
Title (english)The power of influencers in strengthening the tourist destination's brand
AuthorNicole Vukmir
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
Abstract
Posljednjih nekoliko desetljeća tehnologija i Internet snažno su se razvili te sa sobom doveli mnoge pozitivne učinke sa aspekta osobnog ali i poslovnog korištenja. Veliku ulogu u promoviranju vlastitih znanja, vještina te na koncu poslovanja, imaju društvene mreže. Osim što društvene mreže pružaju korisnikovo zadovoljstvo prilikom korištenja te mogućnost povezivanja i komunikacije s ljudima diljem svijeta, danas društvene mreže predstavljaju jedan od najučinkovitijih te najjednostavnijih marketinških alata na tržištu. Razlog tome jesu upravo lakoća korištenja, niski troškovi, mogućnost dosezanja široke publike, pa nije rijetkost da se mnoga poduzeća te turističke destinacije odlučuju na ovaj način marketinške komunikacije sa svojom publikom. Sve se češće mogu primijetiti otvoreni korisnički računi na društvenim mrežama od strane različitih turističkih destinacija diljem svijeta, koje na ovaj način uz pravodobni marketinški plan i objave uspiju dospjeti do ciljanih kupaca te ih navesti na putovanje u destinaciju koja se putem društvenih mreža promovira. Osim navedenog načina, turističke destinacije se sve više okreću takozvanim utjecajnim osobama kako bi one na svojim platformama promovirale njihovu destinaciju. Utjecajne osobe javnosti su poznatije pod nazivom„influenceri“te je njihova moć sa aspekta dosega i utjecaja koji imaju na publiku koja ih prati doista impresivna, što turističke destinacije svakako prepoznaju i sve više surađuju s takvim pojedincima. Influenceri mogu donijeti različite pogodnosti za turističke destinacije, prvenstveno sa aspekta veće prepoznatljivosti destinacije na tržištu, veće posjećenosti te jačanje brenda turističke destinacije.
Abstract (english)
The last few decades technology and the Internet have strongly evolved, bringing with them many positive effects from the aspect of personal and business use. Social networks play a big role in promoting one's own knowledge, skills and, ultimately, business. In addition to providing user satisfaction with the use of social networks and the ability to connect and communicate with people around the world, today social networks are one of the most effective and simplest marketing tools on the market. The reason for this is the ease of use, low costs, the ability to reach a wide audience, so it is not uncommon for many companies and tourist destinations to decide to use this kind of marketing communication with their audience. Increasingly, open user accounts can be noticed on social networks by various tourist destinations around the world, which in this way with a timely marketing plan and posts manage to reach targeted customers and lead them to travel to a specific destination promoted through social networks. In addition to the method above, tourist destination are increasingly turning to so-called influential people to promote their destination on their platforms. Influential people are better known to the public as „influencers“ and their power in terms of reach and influence on the audience that accompanies them is really impressive, which tourist destinations certainly recognize and increasingly cooperate with such individuals. Influencers can bring various benefits for tourist destinations, primarily from the aspect of greater recognition of the destination on the market, higher attendance in it and strengthening the brand of the tourist destination.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:191:437097
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 on2023-09-05 12:23:29