Access restricted to students and staff of home institution
master's thesis
The Branding of Brač as a Destination for Cultural Tourism

Dijana Šabić (2016)
Sveučilište u Zadru
Odjel za turizam i komunikacijske znanosti
Metadata
TitleBrendiranje Brača kao destinacije kulturnog turizma
AuthorDijana Šabić
Mentor(s)Božena Krce Miočić (thesis advisor)
Abstract
Rad donosi rezultate istraživanja kojim se istraživao potencijal brendiranja Brača kao destinacije kulturnog turizma. Kroz pregled i analizu turističkog potencijala kulturnih resursa otoka Brača ustanovljeno je kako Brač ima bogatu resursnu osnovu za razvoj ovog tipa turizma, no nedostaje mu stručnog kadra koji bi ih znao prikladno turistički valorizirati. Istraživanje je pokazalo kako mnogi (kulturni i prirodni) resursi nisu poznati ni lokalnom stanovništvu, što ukazuje na njihovu neprikladnu valorizaciju, ali i golemi potencijal njihova pojačanog turističkog angažmana. Kao najvažniji pronalazak ovog istraživanja ističe se potreba kreiranja krovne turističke organizacije čiji bi zadatak bio promidžba otoka Brača kao cjelovite destinacije. Takva bi promidžba umanjila razlike u turističkoj razvijenosti pojedinih područja otoka Brača, ali i omogućila snažniju i smisleniju prisutnost destinacije na međunarodnom tržištu, s obzirom da umanjuje marketinške troškove promidžbe svake otočke općine zasebno. Rad donosi i čitav niz preporuka za unapređenje postojećeg stanja (kulturnog) turizma otoka Brača.
KeywordsBrač branding cultural tourism heritage
Parallel title (English)The Branding of Brač as a Destination for Cultural Tourism
Committee MembersMili Razović (committee chairperson)
Božena Krce Miočić (committee member)
Vinko Bakija (committee member)
GranterSveučilište u Zadru
Lower level organizational unitsOdjel za turizam i komunikacijske znanosti
PlaceZadar
StateCroatia
Scientific field, discipline, subdisciplineSOCIAL SCIENCES
Economics
Study programme typeuniversity
Study levelgraduate
Study programmeEntrepreneurship in Culture and Tourism
Academic title abbreviationmag. oec.
Genremaster's thesis
Language Croatian
Defense date2016-05-06
Parallel abstract (English)
Paper presents the results of research that explored the potential of branding Brač as a destination for cultural tourism. Through the review and analysis of the tourism potential of cultural resources of the island of Brač, it was found that island has a rich resource base for the development of this type of tourism, but lacks educated staff that know how to appropriately evaluate them and incorporate them into tourism development. Research has shown that many (cultural and natural) resources are not known to the local population, indicating their improper evaluation, but also the huge potential of their increased involvement in the tourism. The most important finding of this study points out the need to create an umbrella tourism organization tasked with promoting the island of Brač as a complete destination. Such publicity would reduce the difference in tourism development in certain areas of the island, but also enable a stronger and more meaningful presence of the destination in the international market, since it reduces marketing costs.
Parallel keywords (Croatian)Brač brendiranje kulturni turizam baština destinacija
Resource typetext
Access conditionAccess restricted to students and staff of home institution
Terms of usehttp://rightsstatements.org/vocab/InC/1.0/
URN:NBNhttps://urn.nsk.hr/urn:nbn:hr:162:224835
CommitterMarta Unković