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master's thesis
Utjecaj influencer marketinga na izbor turističke destinacije
2022. urn:nbn:hr:191:946292
Šimičić, Katarina
University of Rijeka
Faculty of Tourism and Hospitality Management

Cite this document

Šimičić, K. (2022). Utjecaj influencer marketinga na izbor turističke destinacije (Master's thesis). Opatija: University of Rijeka, Faculty of Tourism and Hospitality Management. Retrieved from https://urn.nsk.hr/urn:nbn:hr:191:946292

Šimičić, Katarina. "Utjecaj influencer marketinga na izbor turističke destinacije." Master's thesis, University of Rijeka, Faculty of Tourism and Hospitality Management, 2022. https://urn.nsk.hr/urn:nbn:hr:191:946292

Šimičić, Katarina. "Utjecaj influencer marketinga na izbor turističke destinacije." Master's thesis, University of Rijeka, Faculty of Tourism and Hospitality Management, 2022. https://urn.nsk.hr/urn:nbn:hr:191:946292

Šimičić, K. (2022). 'Utjecaj influencer marketinga na izbor turističke destinacije', Master's thesis, University of Rijeka, Faculty of Tourism and Hospitality Management, accessed 06 May 2024, https://urn.nsk.hr/urn:nbn:hr:191:946292

Šimičić K. Utjecaj influencer marketinga na izbor turističke destinacije [Master's thesis]. Opatija: University of Rijeka, Faculty of Tourism and Hospitality Management; 2022 [cited 2024 May 06] Available at: https://urn.nsk.hr/urn:nbn:hr:191:946292

K. Šimičić, "Utjecaj influencer marketinga na izbor 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:191:946292

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Metadata
TitleUtjecaj influencer marketinga na izbor turističke destinacije
Title (english)The impact of influencer marketing on the tourist destination choice
AuthorKatarina Šimičić
MentorLorena Bašan (mentor)
GranterUniversity of Rijeka
Faculty of Tourism and Hospitality Management
Opatija
Defense date and country2022-07-25, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Abstract
Influencer marketing kao sve važniji dio marketinga ima sve veći utjecaj na ponašanje potrošača u online okruženju, a samim time i na odabir turističke destinacije. Nedovoljna istraženost teme motiv je njezinog izbora za istraživanje u ovom radu u sklopu kojeg se empirijskim istraživanjem nastoji dokazati utjecaj influencer marketinga na odabir turističke destinacije kod turista. Cilj je utvrditi kolika je percipirana korisnost influencer marketinga kod turista, ali i dokazati njegov utjecaj na unaprjeđenje cjelokupnog tržišnog brenda destinacije. Ciljevi istraživanja ispitani su primjenom strukturiranog anketnog upitnika kojim su prikupljeni podaci empirijskog istraživanja, a čijom se daljnjom obradom iščitavaju mišljenja i stavovi turista. Korištenjem kvantitativnih metoda istraživanja, potvrđeno je svih sedam postavljenih hipoteza čime se ukazuje na postojanje značaja influencer marketinga u procesu donošenja odluke o destinaciji kod turista. Kao takav, ovaj rad daje znanstveni doprinos u primjeni influencer marketinga čiji se zaključci i rezultati mogu aplikativno primijeniti u marketinškim aktivnostima turističkih destinacija.
Abstract (english)
Influencer marketing, as an increasingly important part of marketing, has a growing influence on consumer behavior in the online environment and thus on the choice of a tourist destination. The lack of research on the topic is the reason for this paper, which, through empirical research, tries to prove the impact that influencer marketing has on the choice of a tourist destination among tourists. The goal is to determine the perceived usefulness of influencer marketing among tourists and prove its influence on the improvement of the entire market brand of the destination. The main issues of the research were examined through a structured survey questionnaire from which the opinions and attitudes of tourists are analyzed through further data processing. Ba using quantitative research methods, all seven hypotheses were confirmed, indicating the importance of influencer marketing in the decision-making process about a tourist destination choice among tourists. As such, this paper provides a new perspective on influencer marketing whose conclusions and results can be applied to tourist destinations' marketing activities.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:191:946292
Study programmeTitle: Management 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 12:34:56