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Branding the city of Šibenik as a sustainable tourist destination using social networks

Dubravko Blaće
Gordana Ćorić
Boris Jurič

Puni tekst: engleski, PDF (336 KB) str. 109-124 preuzimanja: 684* citiraj
APA 6th Edition
Blaće, D., Ćorić, G. i Jurič, B. (2015). Branding the city of Šibenik as a sustainable tourist destination using social networks. Ekonomski vjesnik, 28 (S), 109-124. Preuzeto s https://hrcak.srce.hr/137438
MLA 8th Edition
Blaće, Dubravko, et al. "Branding the city of Šibenik as a sustainable tourist destination using social networks." Ekonomski vjesnik, vol. 28, br. S, 2015, str. 109-124. https://hrcak.srce.hr/137438. Citirano 09.08.2020.
Chicago 17th Edition
Blaće, Dubravko, Gordana Ćorić i Boris Jurič. "Branding the city of Šibenik as a sustainable tourist destination using social networks." Ekonomski vjesnik 28, br. S (2015): 109-124. https://hrcak.srce.hr/137438
Harvard
Blaće, D., Ćorić, G., i Jurič, B. (2015). 'Branding the city of Šibenik as a sustainable tourist destination using social networks', Ekonomski vjesnik, 28(S), str. 109-124. Preuzeto s: https://hrcak.srce.hr/137438 (Datum pristupa: 09.08.2020.)
Vancouver
Blaće D, Ćorić G, Jurič B. Branding the city of Šibenik as a sustainable tourist destination using social networks. Ekonomski vjesnik [Internet]. 2015 [pristupljeno 09.08.2020.];28(S):109-124. Dostupno na: https://hrcak.srce.hr/137438
IEEE
D. Blaće, G. Ćorić i B. Jurič, "Branding the city of Šibenik as a sustainable tourist destination using social networks", Ekonomski vjesnik, vol.28, br. S, str. 109-124, 2015. [Online]. Dostupno na: https://hrcak.srce.hr/137438. [Citirano: 09.08.2020.]

Sažetak

Sustainable tourism, as a fast-growing cultural and economic activity, offers great opportunities for steady development of branded regions and cities. Branding is an integral part of marketing, aimed at raising awareness and creating loyalty among customers. Recent trends show the growing impact of social networks in brand creation.

Croatia has one of the shortest tourist seasons in Europe, which affects the sustainability of tourism. Therefore, a pilot study of the Dalmatian town of Šibenik has been made in order to examine whether there is room for development of a sustainable tourism model through strengthening its brand with the help of modern technology, predominantly the social networks.

The rich tourism potential of Šibenik has not been sufficiently exploited for sustainable tourism through a recognizable tourism brand, and the official development strategies neglected to examine the use of social networks in achieving both goals. Therefore, an online survey has been conducted in order to determine whether Šibenik is recognized as a tourist destination through social networks.

The results should help in developing a systematic approach to the branding of Šibenik. It should simultaneously address the issue of its seasonal attractiveness to tourists, thus contributing to the extension of the season and increasing sustainability of tourism activities. In that way, the branding of the city will not turn into a traditional marketing strategy to promote its market, and may contribute to its sustainable development as well as serve as a model to similar cities.

Keywords: Branding of Šibenik, tourist destinations, social networks, sustainable development, social marketing strategy

Hrčak ID: 137438

URI
https://hrcak.srce.hr/137438

Posjeta: 860 *