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undergraduate thesis
Digitalni marketing u turizmu
2023. urn:nbn:hr:191:431959
Prpić, Matea
University of Rijeka
Faculty of Tourism and Hospitality Management

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Prpić, M. (2023). Digitalni marketing u turizmu (Undergraduate thesis). Opatija: University of Rijeka, Faculty of Tourism and Hospitality Management. Retrieved from https://urn.nsk.hr/urn:nbn:hr:191:431959

Prpić, Matea. "Digitalni marketing u turizmu." Undergraduate thesis, University of Rijeka, Faculty of Tourism and Hospitality Management, 2023. https://urn.nsk.hr/urn:nbn:hr:191:431959

Prpić, Matea. "Digitalni marketing u turizmu." Undergraduate thesis, University of Rijeka, Faculty of Tourism and Hospitality Management, 2023. https://urn.nsk.hr/urn:nbn:hr:191:431959

Prpić, M. (2023). 'Digitalni marketing u turizmu', Undergraduate thesis, University of Rijeka, Faculty of Tourism and Hospitality Management, accessed 13 May 2024, https://urn.nsk.hr/urn:nbn:hr:191:431959

Prpić M. Digitalni marketing u turizmu [Undergraduate thesis]. Opatija: University of Rijeka, Faculty of Tourism and Hospitality Management; 2023 [cited 2024 May 13] Available at: https://urn.nsk.hr/urn:nbn:hr:191:431959

M. Prpić, "Digitalni marketing u turizmu", Undergraduate thesis, University of Rijeka, Faculty of Tourism and Hospitality Management, Opatija, 2023. Available at: https://urn.nsk.hr/urn:nbn:hr:191:431959

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Metadata
TitleDigitalni marketing u turizmu
Title (english)Digital marketing in tourism
AuthorMatea Prpić
MentorMislav Šimunić (mentor)
GranterUniversity of Rijeka
Faculty of Tourism and Hospitality Management
Opatija
Defense date and country2023-09-20, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Abstract
Ovaj završni rad istražuje koncept digitalnog marketinga u turističkoj industriji, s fokusom na ključne marketinške strategije koje se primjenjuju kako bi se postigla online prisutnost i provele kreativne kampanje. Digitalni marketing obuhvaća širok spektar digitalnih tehnologija i komunikacijskih kanala, uključujući internet, e-poštu, baze podataka, mobilne telefone i sl., kako bi se ostvarili marketinški ciljevi organizacija. Unatoč sličnostima s tradicionalnim marketingom, digitalni marketing omogućuje direktniju interakciju s klijentima putem digitalnih medija. U turističkoj industriji, digitalni marketing igra ključnu ulogu u promociji destinacija, atrakcija i usluga putovanja potencijalnim kupcima. U sklopu ovog rada, istražit će se važnost dubokog istraživanja ciljanih tržišta i preciznog pozicioniranja proizvoda i usluga na internetskom tržištu kako bi se postigla održiva marketinška prednost. Također, razmotrit će se različite digitalne marketinške strategije, uključujući optimizaciju za tražilice (SEO), plaćeno oglašavanje putem pretraživača (SEM), aktivnosti na društvenim mrežama, te primjenu marketinških kampanja. Nadalje, prepoznate su ključne uloge kreativnih kampanja u privlačenju pažnje ciljane publike i izgradnji snažne online prisutnosti, a kroz konkretne primjere društvenih mreža će se prikazati kako su upravo one moćni alati za promociju turističkih destinacija te kako utječu na digitalni marketing u turizmu. Naglasak je stavljen i na SEO (optimizacija za tražilice) i SEM (plaćeno oglašavanje putem pretraživača) kao bitnim aspektima optimizacije online prisutnosti u turizmu.
Abstract (english)
This final paper explores the concept of digital marketing in the tourism industry, with a focus on key marketing strategies used to achieve an online presence and execute creative campaigns. Digital marketing encompasses a wide range of digital technologies and communication channels, including the internet, email, databases, mobile phones, and more, to achieve organizational marketing objectives. Despite similarities with traditional marketing, digital marketing allows for more direct interaction with customers through digital media. In the tourism industry, digital marketing plays a crucial role in promoting destinations, attractions, and travel services to potential customers. Within this paper, the importance of indepth market research and precise product positioning in the online market to achieve sustainable marketing advantages will be explored. Additionally, various digital marketing strategies will be considered, including search engine optimization (SEO), search engine advertising (SEM), social media activities, and the implementation of marketing campaigns. Furthermore, the key roles of creative campaigns in capturing the attention of the target audience and building a strong online presence have been identified. Concrete examples from social media will be used to demonstrate how they are powerful tools for promoting tourist destinations and how they impact digital marketing in tourism. Emphasis is also placed on SEO (search engine optimization) and SEM (search engine advertising) as essential aspects of optimizing online presence in tourism.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:191:431959
Study programmeTitle: Business Administration in Tourism and Hospitality Management; moduls: Entrepreneurship in Tourism and Hospitality, Tourism Management, Hospitality Management, International Tourism and Hospitality Management, Event and Leisure Management; specializations in: Entrepreneurship in Tourism and Hospitality, Tourism Management, Hospitality Management, International Tourism and Hospitality Management, Event and Leisure Management, Entrepreneurship in Tourism and Hospitality; Tourism Management; Hospitality Management; International Tourism and Hospitality Management; Event and Leisure Management
Course: Tourism Management
Study programme type: university
Study level: undergraduate
Academic / professional title: sveučilišni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) ekonomije (sveučilišni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) ekonomije)
Type of resourceText
File originBorn digital
Access conditionsOpen access
Terms of useLicence Attribution 4.0 International (CC BY 4.0) icon
Created on2023-10-20 09:06:10