undergraduate thesis
Creating an online reputation by using viral marketing on the example of the city of Zadar

Ivana Mijačika (2016)
University of Zadar
Department of Tourism and Communication Sciences
Metadata
TitleStvaranje online reputacije korištenja viralnog marketinga na primjeru Grada Zadra
AuthorIvana Mijačika
Mentor(s)Božena Krce Miočić (thesis advisor)
Abstract
Turizam je veliki pokretač svjetskih gospodarstava i kretanja populacije, te zemlja koja ima razvijen turizam dobiva određenu prepoznatljivost na tržištu. Kontinuirani razvoj informacijskih i komunikacijskih tehnologija u posljednjem desetljeću ima bitnu ulogu u razvoju turizma. Upravo je e-turizam pojam koji označava tu digitalizaciju svih procesa u turizmu. Grad Zadar ima bogatu turističku ponudu, od raznolike kulturne i prirode baštine do brojnih zabavnih aktivnosti te velikog izbora smještajnih kapaciteta zbog koje turisti sve više posjećuju i ostaju u ovoj destinaciji. Ljudi danas sve više vremena provode na internetu te su se zbog toga i proizvođači proizvoda i/ili usluga okrenuli tom mediju kako bi privukli sve veći broj korisnika svojih usluga. Putem viralnog marketinga, organizacija ili destinacija može osigurati gotovo besplatnu promociju svojih proizvoda i/ili usluga i privući veliki broj novih korisnika. Bitno je samo imati dobro osmišljenu autentičnu priču koja će kod drugih potaknuti interes i biti im zanimljiva da će ju sami širiti dalje. Kod oglašavanja turističkih proizvoda i usluga na internetu moramo uzeti u obzir da su oni neopipljivi te da ih klijent može doživjeti tek kada dođe u destinaciju. Zbog toga većina voli istražiti i dobiti sve željene informacije na internetu prije kupnje određenog proizvoda ili usluge. Oglašavati se na internetu može putem web stranice, bannera, pop-up prozora, društvenih medija i tako dalje. Internet oglašavanje može biti vrlo uspješno samo je važno pratiti tržišne trendove i znati koja je određena ciljana skupina kojoj nudimo proizvod i/ili uslugu te što tu skupinu potiče na kupnju ili odluku o kupnji kako bi im mogli ponuditi relevantnu poruku koja će pokazati da ponuđač vodi računa o kupčevim željama. Turistička destinacija je krajnje odredište nekog putovanja gdje turist može pronaći sve aktivnosti zbog kojih je tu i došao. Oglašavanjem na Facebooku, ukoliko smo sve prije navedeno ispunili, možemo vrlo lako dosegnuti veliki broj novih potencijalnih kupaca. Do šire publike i do veće konkurentnosti na tržištu dolazimo i preko oglašavanja na Tripadvisoru i skupljanja dobrih recenzija jer će većina ljudi prije odluke o putovanju istražiti destinaciju i dojmove onih koji su ju već posjetili. Danas se destinacije, ako žele ostati konkurentne, moraju promovirati na društvenim medijima, a s promocijom se stvara i određena reputacija destinacije na internetu. Online reputaciju možemo pratiti te ukoliko postane negativna, možemo to na vrijeme uočiti i reagirati. Svaka turistička destinacija ima svoj imidž koji treba pratiti i težiti njegovom stalnom unaprjeđenju jer on može potaknuti zainteresiranost turista koji će na kraju tu destinaciju odabrati kao cilj putovanja.
Keywordsonline reputation viral marketing e-tourism internet advertising social media tourist destination Zadar
Parallel title (English)Creating an online reputation by using viral marketing on the example of the city of Zadar
Committee MembersLjiljana Zekanović-Korona (committee chairperson)
Božena Krce Miočić (committee member)
Jurica Grzunov (committee member)
GranterUniversity of Zadar
Lower level organizational unitsDepartment of Tourism and Communication Sciences
PlaceZadar
StateCroatia
Scientific field, discipline, subdisciplineSOCIAL SCIENCES
Economics
Marketing
Study programme typeuniversity
Study levelundergraduate
Study programmeCulture and Tourism
Academic title abbreviationuniv. bacc. turism. cult.
Genreundergraduate thesis
Language Croatian
Defense date2016-10-20
Parallel abstract (English)
Tourism is a major mover of the world economy and the movement of the population, and a country that has developed tourism gets some recognition in the market. The continuous development of information and communication technologies in the last decade has had a significant role in the development of tourism. The e-tourism concept means the digitization of all processes in the tourism industry. The city of Zadar has a rich tourist offer, from diverse cultural and natural heritage to the many fun activities and a large selection of accommodation, due to which tourists are increasingly visiting and remaining in this destination. People today spend more time on the Internet and therefore the manufacturers of products and/or services turned to this medium in order to attract an increasing number of users of its services. Through viral marketing, organization or destination can provide nearly free promotion of their products and/or services and attract large numbers of new users. The important thing is to have a well thought authentic story that will encourage interest in others so that they they themselves it spread further. In the advertising of tourism products and services on the Internet, we must take into account that they are intangible and that the client can only experience them when he comes to the destination. Therefore, most people like to explore and get all the desired information on the Internet before buying a particular product or service. Advertising on the Internet can be through a website, banners, pop-ups, social media and so on. Internet advertising can be very effective, it is only important to keep track of market trends and to know which specific target groups we want to provide product and/or service and what encourages this group of the purchase so that we can provide them with a relevant message that will show that the provider takes care of the customer's wishes. Tourist destination is the ultimate destination of a journey where tourists can find all of the activities for which they came there for. By advertising on Facebook, if we have completed all of the above, we can very easily reach a large number of new potential customers. One can also reach an even wider audience and achieve greater competitiveness level in the market through advertising on Tripadvisor and collecting good reviews because the majority of people like to explore the destination and impressions of those who had already visited it before deciding on a journey. Today, if the destination wants to stay competitive, it must promote through social media, and the promotion creates certain reputation of the destination on the Internet. Online reputation can be traced and if it becomes negative, it can be detected and reacted to in time. Every tourist destination has its own image, which should be monitored and one should strive for its constant improvement because it can stimulate the interest of tourists who will eventually choose the destination as the objective of their trip.
Parallel keywords (Croatian)online reputacija viralni marketing e-turizam internet oglašavanje društveni mediji turistička destinacija Zadar
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:162:794017
CommitterGorica Lovrić