diplomski rad
Cultural Minds and the Perception of Tourism Slogans: the Case of Croatian Slogans on the British Market

Željka Despot (2015)
Sveučilište u Rijeci
Filozofski fakultet u Rijeci
Odsjek za anglistiku
Podaci o radu
NaslovCultural Minds and the Perception of Tourism Slogans: the Case of Croatian Slogans on the British Market
AutorŽeljka Despot
Voditelj/MentorMarija Brala-Vukanović (mentor)
Sažetak rada
Albeit there being a growing need for surveys on the development of brand identity of countries who want to take a significant place on the world map of tourism destinations, there seem to be very few surveys on the Croatian tourism brand. Croatia aims towards an economic development with the help of tourism growth, and in order to achieve this it has to develop a unique brand as a tourist destination. This is even more important when it comes to specific markets such as the United Kingdom, a market examined in this work. British travellers have been showing an increased interest in Croatia as a new holiday destination. However, as this thesis suggests, Croatia’s branding does not incorporate these travellers’ needs and preferences. Tourism slogans are, indeed, a powerful branding tool. The aim of the survey presented in this master thesis is to show that official slogans of the Croatian National Tourism Board do not take the British culturally based holiday preferences into consideration, in order to successfully attract them to visit the country. The survey was conducted in the form of questionnaires distributed to a sample of 81 British holidaymakers who have stayed in hotels in the Croatian region of Istria in 2014. The results provided valuable data regarding their general holiday preferences, the most common associations about Croatia, the general perception of Croatia as a country as well as the perception of the Croatian tourism slogans. The data also enabled suggestions for the successful future development of the Croatian tourism slogans for the British market, with the help of theoretical findings from the fields of marketing and psycholinguistics.
Ključne riječipsycholinguistics Croatian tourism brand marketing British travellers
Povjerenstvo za obranuIrena Vodopija-Krstanović
Marija Brala-Vukanović
Anita Memišević
Ustanova koja je dodijelila akademski/stručni stupanjSveučilište u Rijeci
Filozofski fakultet u Rijeci
Ustrojstvena jedinica niže razineOdsjek za anglistiku
MjestoRijeka
Država obraneHrvatska
Znanstveno područje, polje, granaHUMANISTIČKE ZNANOSTI
Filologija
Anglistika
Vrsta studijasveučilišni
Stupanjdiplomski
Naziv studijskog programaEngleski jezik i kniževnost (dvopredmetni); smjer: nastavnički
Smjernastavnički
Akademski / stručni nazivmagistar/magistra edukacije engleskog jezika i književnosti
Kratica akademskog / stručnog nazivamag. educ. philol. angl.
Vrsta studijasveučilišni
Stupanjdiplomski
Naziv studijskog programaFilozofija (dvopredmetni); smjerovi: opći, nastavnički
Smjernastavnički
Akademski / stručni nazivmagistar/magistra filozofije
Kratica akademskog / stručnog nazivamag. phil.
Vrsta radadiplomski rad
Jezik engleski
Datum obrane2015-02-09
Vrsta resursatekst
Prava pristupaRad u otvorenom pristupu
Uvjeti korištenja radahttp://rightsstatements.org/vocab/InC/1.0/
URN:NBNhttps://urn.nsk.hr/urn:nbn:hr:186:546165
PohranioAleksandra Moslavac