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master's thesis
Jačanje brenda nacije kroz uspjehe hrvatskih sportaša
2022. urn:nbn:hr:191:303982
Hajek, Anera
University of Rijeka
Faculty of Tourism and Hospitality Management

Cite this document

Hajek, A. (2022). Jačanje brenda nacije kroz uspjehe hrvatskih sportaša (Master's thesis). Opatija: University of Rijeka, Faculty of Tourism and Hospitality Management. Retrieved from https://urn.nsk.hr/urn:nbn:hr:191:303982

Hajek, Anera. "Jačanje brenda nacije kroz uspjehe hrvatskih sportaša." Master's thesis, University of Rijeka, Faculty of Tourism and Hospitality Management, 2022. https://urn.nsk.hr/urn:nbn:hr:191:303982

Hajek, Anera. "Jačanje brenda nacije kroz uspjehe hrvatskih sportaša." Master's thesis, University of Rijeka, Faculty of Tourism and Hospitality Management, 2022. https://urn.nsk.hr/urn:nbn:hr:191:303982

Hajek, A. (2022). 'Jačanje brenda nacije kroz uspjehe hrvatskih sportaša', Master's thesis, University of Rijeka, Faculty of Tourism and Hospitality Management, accessed 23 July 2024, https://urn.nsk.hr/urn:nbn:hr:191:303982

Hajek A. Jačanje brenda nacije kroz uspjehe hrvatskih sportaša [Master's thesis]. Opatija: University of Rijeka, Faculty of Tourism and Hospitality Management; 2022 [cited 2024 July 23] Available at: https://urn.nsk.hr/urn:nbn:hr:191:303982

A. Hajek, "Jačanje brenda nacije kroz uspjehe hrvatskih sportaša", Master's thesis, University of Rijeka, Faculty of Tourism and Hospitality Management, Opatija, 2022. Available at: https://urn.nsk.hr/urn:nbn:hr:191:303982

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Metadata
TitleJačanje brenda nacije kroz uspjehe hrvatskih sportaša
Title (english)Strengthening the nation brand through the successes of Croatian athletes
AuthorAnera Hajek
MentorLidija Bagarić (mentor)
GranterUniversity of Rijeka
Faculty of Tourism and Hospitality Management
Opatija
Defense date and country2022-09-20, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Trade and Tourism
Abstract
Sport ima sposobnost prenošenja emotivne energije što ga čini savršenim alatom za dopiranjem do velikog broja ljudi. Upravo iz tog razloga, sport se često koristi u funkciji brendiranja i marketinga destinacije ili brenda. Brendiranje destinacije putem sporta može se odnositi na događaj (npr. olimpijske igre) ili tim (npr. reprezentacija). Hrvatska je zemlja koja posjeduje mnoge značajne sportske uspjehe što joj stvara odličnu podlogu za stvaranje brenda putem istog. Ovaj rad dotaknut će se povezanosti sporta i turizma te ponajviše marketinga u turizmu i razumijevanje istog te će se osvrnuti na detaljnije objašnjenje implementacije marketing miksa u sportskom turizmu. Također, u rad je uključen i istraživački dio koji se odnosi na percepciju ljudi o hrvatskim sportskim uspjesima te kolika je njihova moć u stvaranju brenda i promoviranju Hrvatske kao turističke destinacije. Provedeno istraživanje donijelo je glavni zaključak da sportski uspjesi utječu na stvaranje brenda nacije tako što utječu na prepoznatljivost, promociju i imidž Hrvatske te privlače pažnju potrošača.
Abstract (english)
Sport has the ability to transmit emotional energy, which makes it a perfect tool for reaching a large number of people. For this very reason, sport is often used in the branding and marketing function of a destination or brand. Destination branding through sports can refer to an event (e.g. Olympic Games) or a team (e.g. national team). Croatia is a country that has many significant sporting successes, which creates an excellent basis for creating a brand through it. This paper will touch upon the connection between sports and tourism and, above all, marketing in tourism and its understanding, and will refer to a more detailed explanation of the implementation of the marketing mix in sports tourism. Also, the work includes a research part related to people's perception of Croatian sports successes and how much power they have in creating a brand and promoting Croatia as a tourist destination. The conducted research brought the main conclusion that sports songs influence the brand of the nation by influencing the recognizability, promotion and image of Croatia and attracting the attention of consumers.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:191:303982
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 07:51:20