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master's thesis
Digitalni marketing u turizmu-strategijski i provedbeni marketinški plan razvoja turizma Varaždinske županije
2022. urn:nbn:hr:137:970701
Međeral, Andrej
University of Pula
Faculty of Informatics in Pula

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Međeral, A. (2022). Digitalni marketing u turizmu-strategijski i provedbeni marketinški plan razvoja turizma Varaždinske županije (Master's thesis). Pula: University of Pula. Retrieved from https://urn.nsk.hr/urn:nbn:hr:137:970701

Međeral, Andrej. "Digitalni marketing u turizmu-strategijski i provedbeni marketinški plan razvoja turizma Varaždinske županije." Master's thesis, University of Pula, 2022. https://urn.nsk.hr/urn:nbn:hr:137:970701

Međeral, Andrej. "Digitalni marketing u turizmu-strategijski i provedbeni marketinški plan razvoja turizma Varaždinske županije." Master's thesis, University of Pula, 2022. https://urn.nsk.hr/urn:nbn:hr:137:970701

Međeral, A. (2022). 'Digitalni marketing u turizmu-strategijski i provedbeni marketinški plan razvoja turizma Varaždinske županije', Master's thesis, University of Pula, accessed 02 November 2024, https://urn.nsk.hr/urn:nbn:hr:137:970701

Međeral A. Digitalni marketing u turizmu-strategijski i provedbeni marketinški plan razvoja turizma Varaždinske županije [Master's thesis]. Pula: University of Pula; 2022 [cited 2024 November 02] Available at: https://urn.nsk.hr/urn:nbn:hr:137:970701

A. Međeral, "Digitalni marketing u turizmu-strategijski i provedbeni marketinški plan razvoja turizma Varaždinske županije", Master's thesis, University of Pula, Pula, 2022. Available at: https://urn.nsk.hr/urn:nbn:hr:137:970701

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Metadata
TitleDigitalni marketing u turizmu-strategijski i provedbeni marketinški plan razvoja turizma Varaždinske županije
Title (english)Digital Marketing in Tourism-Strategic and Implementation Marketing Plan for Development Tourism in Varaždin County
AuthorAndrej Međeral
MentorTamara Floričić (mentor)
Committee memberIva Slivar (predsjednik povjerenstva)
Committee memberTamara Floričić (član povjerenstva)
Committee memberAdriana Galant (član povjerenstva)
GranterUniversity of Pula
(Faculty of Informatics in Pula)
Pula
Defense date and country2022-09-15, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Information and Communication Sciences
Information Systems and Information Science
Abstract
Modernizacija i globalizacija rezultirale su brojnim mogućnostima u primjeni i svrsi informacijsko-komunikacijske tehnologije, kao i nadilaženje tradicionalnih oblika komunikacije, oglašavanja i traženja informacija. Internet, društvene mreže i ostale online platforme predstavljaju pogodna mjesta za direktnu marketinšku komunikaciju. Krucijalnu ulogu u tome ima digitalni marketing, koji predstavlja sveobuhvatnu aktivnost promoviranja poslovanja, proizvoda ili usluga koje određena tvrtka nudi, putem raznih digitalnih kanala. Digitalni marketing obiluje potencijalom i benefitima, a isti se može koristiti i u turističke svrhe i razvoj pojedine destinacije. U radu je predstavljena Varaždinska destinacija koja pruža brojne mogućnosti u vidu raznih atrakcija, manifestacija i neistraženih područja, a upravo pomno planiranje i vođenje marketinških i strateških planova može doprinijeti navedenoj destinaciji i omogućiti joj ostvarenje njenog punog potencijala. Prikazan je postupak vođenja cijele kampanje – njeno planiranje, definiranje ključnih segmenata, kreiranje oglasa i samo oglašavanje. Sam postupak zahtijeva puno truda, motiviranosti i znanja od samog stručnjaka, ali ukoliko je isto pomno planirano, može uvelike doprinijeti razvoju i prepoznatljivosti turističke destinacije.
Abstract (english)
Modernization and globalization have resulted in numerous possibilities in the application and purpose of information and communication technology, as well as overcoming traditional forms of communication, advertising, and information seeking. The Internet, social networks, and other platforms are suitable for direct marketing communication. A crucial role in this is played by digital marketing, which represents a comprehensive activity of promoting business, products, or services offered by a particular company, through various digital channels. Digital marketing is full of potential and benefits, and it can also be used for tourism purposes and the development of a particular destination. The paper presents the Varaždin destination, which offers numerous opportunities in the form of various attractions, events, and unexplored areas, and precisely the careful planning and management of marketing and strategic plans can contribute to the mentioned destination and enable it to realize its full potential. The process of running the entire campaign is presented - it's planning, defining key segments, creating ads, and advertising itself. The procedure itself requires a lot of effort, motivation, and knowledge from the expert. Still, if it is carefully planned, it can greatly contribute to the development and recognition of the tourist destination.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:137:970701
Study programmeTitle: Master in Informatics; specializations in: Master in Informatics, Master in Informatics, specialisation: teaching, Master in Informatics, Master in Informatics, specialisation: teaching
Course: Master in Informatics
Study programme type: university
Study level: graduate
Academic / professional title: MAGISTAR/MAGISTRA INFORMATIKE - MAG.INF. (MAGISTAR/MAGISTRA INFORMATIKE - MAG.INF.)
Type of resourceText
File originBorn digital
Access conditionsOpen access
Terms of useLicence In copyright icon
Created on2022-09-16 05:50:40