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master's thesis
Značaj marketinške komunikacije na kulturne manifestacije
2024. urn:nbn:hr:191:891142
Hadrović, Monika
University of Rijeka
Faculty of Tourism and Hospitality Management

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Hadrović, M. (2024). Značaj marketinške komunikacije na kulturne manifestacije (Master's thesis). Opatija: University of Rijeka, Faculty of Tourism and Hospitality Management. Retrieved from https://urn.nsk.hr/urn:nbn:hr:191:891142

Hadrović, Monika. "Značaj marketinške komunikacije na kulturne manifestacije." Master's thesis, University of Rijeka, Faculty of Tourism and Hospitality Management, 2024. https://urn.nsk.hr/urn:nbn:hr:191:891142

Hadrović, Monika. "Značaj marketinške komunikacije na kulturne manifestacije." Master's thesis, University of Rijeka, Faculty of Tourism and Hospitality Management, 2024. https://urn.nsk.hr/urn:nbn:hr:191:891142

Hadrović, M. (2024). 'Značaj marketinške komunikacije na kulturne manifestacije', Master's thesis, University of Rijeka, Faculty of Tourism and Hospitality Management, accessed 22 January 2025, https://urn.nsk.hr/urn:nbn:hr:191:891142

Hadrović M. Značaj marketinške komunikacije na kulturne manifestacije [Master's thesis]. Opatija: University of Rijeka, Faculty of Tourism and Hospitality Management; 2024 [cited 2025 January 22] Available at: https://urn.nsk.hr/urn:nbn:hr:191:891142

M. Hadrović, "Značaj marketinške komunikacije na kulturne manifestacije", Master's thesis, University of Rijeka, Faculty of Tourism and Hospitality Management, Opatija, 2024. Available at: https://urn.nsk.hr/urn:nbn:hr:191:891142

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Metadata
TitleZnačaj marketinške komunikacije na kulturne manifestacije
Title (english)The importance of marketing communication for cultural events
AuthorMonika Hadrović
MentorAna Čuić Tanković (mentor)
GranterUniversity of Rijeka
Faculty of Tourism and Hospitality Management
Opatija
Defense date and country2024-09-19, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Abstract
Danas se veliki broj događanja okreće prema razvijanju kulturne svijesti te na komunikaciju turista i lokalne zajednice. Sveprisutniji je motiv doživljaja kod ljudi, određena destinacija bira se kako bi se doživjelo nezaboravno iskustvo. Uključuje se ciljna skupina te se apelira na osjećaje i emocije. Event marketingom najbolje se može povećati izravan kontakt između poduzeća i potrošača. Kulturnim manifestacijama komunikacija pomaže u oživljavanju tradicije kulturno-povijesnih događaja kako bi se posjetitelje upoznalo s povijesnim događajima u kulturama određenog podneblja. Ovaj rad istražuje značaj marketinške komunikacije na kulturne manifestacije s ciljem utvrđivanja strategija uvjeravanja pojedinaca na sudjelovanje u manifestacijama. Provedeno je primarno istraživanje putem ankete na 207 ispitanika. U istraživanju su putem anketiranja analizirani stavovi posjetitelja kulturnih manifestacija na edukativnost, dojam manifestacija, motivaciju i kvalitetu sadržaja kao i zadovoljstvo manifestacijama te značaj budućih preporuka.
Abstract (english)
Today, a large number of events focus on developing cultural awareness and communication between tourists and the local community. The motive of experience is more ubiquitous among people, a certain destination is chosen in order to have an unforgettable experience. The target group is involved and appeals to feelings and emotions. Event marketing is the best way to increase direct contact between companies and consumers. Through cultural manifestations, communication helps to revive the tradition of cultural and historical events in order to introduce visitors to historical events in the cultures of a certain climate. This paper investigates the significance of marketing communication on cultural events with the aim of determining strategies for persuading individuals to participate in events. Primary research was conducted through a survey of 207 respondents. In the research, the attitudes of the visitors of cultural events to the educational value, impression of events, motivation and quality of content as well as satisfaction with events and the importance of future recommendations were analyzed through surveys.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:191:891142
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 conditionsOpen access
Terms of useLicence Attribution 4.0 International (CC BY 4.0) icon
Created on2024-09-13 08:26:44