master's thesis
DIGITAL MARKETING COMMUNICATION IN TOURISM

Martina Gašljević (2017)
Josip Juraj Strossmayer University of Osijek
Faculty of Economics in Osijek
Chair of Marketing
Metadata
TitleMarketinška digitalna komunikacija u turizmu
AuthorMartina Gašljević
Mentor(s)Mane Medić (thesis advisor)
Abstract
Općenito komunikaciju možemo definirati kao proces prijenosa informacije od izvora (pošiljatelja) do primatelja kroz različite kanale. Svaka poslovna komunikacija ima svoju strukturu koja može biti verbalna, neverbalna i elektronička. Svoju primjenu e-komunikacija pronašla je i u marketingu koji se pri korištenju u virtualnom svijetu naziva e-marketing. Zahvaljujući suvremenim informacijskim tehnologijama razvili su se novi mediji. Svaka tvrtka ili djelatnost koja bi htjela biti uspješna mora dobro ovladati ovim medijima i stalno pratiti promjene na tržištu jer se vrlo brzo razvijaju. Velike promjene pri poslovanju u turizmu donijela je pojava interneta. Najveće se očituju u promidžbenim aktivnostima. Danas se u turizmu za oglašavanje sve manje koriste klasični načini oglašavanja jer su digitalni načini dostupniji i isplativiji. Također je razlog što digitalni marketing na brži način dođe do točno određene ciljane skupine potrošača i na vrlo jednostavan način može analizirati stanje svojih financijskih sredstava. Investiranje u oglašavanje privatnog smještaja u turizmu, postalo je obavezni dio financijskog budžeta. Najčešće korišteni digitalni načini oglašavanja u turizmu su: web stranice, društvene mreža, online pretraživači, online posrednici, mobilne aplikacije, te online vodeće turističke agencije. Ovaj način promidžbe otvorio je nove načine komuniciranja koji su donedavno bili nezamislivi.
Keywordscommunication marketing marketing communication internet tourism advertising
Parallel title (English)DIGITAL MARKETING COMMUNICATION IN TOURISM
Committee MembersMane Medić (committee chairperson)
Julia Perić (committee member)
Dražen Ćućić (committee member)
GranterJosip Juraj Strossmayer University of Osijek
Faculty of Economics in Osijek
Lower level organizational unitsChair of Marketing
PlaceOsijek
StateCroatia
Scientific field, discipline, subdisciplineSOCIAL SCIENCES
Economics
Marketing
Study programme typeuniversity
Study levelgraduate
Study programmeMarketing
Academic title abbreviationmag.oec.
Genremaster's thesis
Language Croatian
Defense date2017-03-31
Parallel abstract (English)
Generally, communication can be defined as the process of transferring information from a source (sender) to the receiver through various channels. Each business has its own communications structure that can be verbal, nonverbal, and electronic. E communication found it's appliance also in marketing witch is called e-marketing in a virtual world. New media had been developed thanks to modern information technologies. Any company or business who wants to be successful needs a good master in this media and constantly monitor changes in the market because it is rapidly evolving. Large changes in the tourism business have brought the emergence of the Internet. The biggest is reflected in advertising activities. Today, the tourism advertising less use classical methods of advertising because the digital modes are more accessible and more cost-effective. It is also the reason why digital marketing in a quick way reach specific target groups of consumers and in a very simple way to analyze the state of their finances. Investing in advertising of private accommodation in tourism, has been included as part of the financial budget. The most commonly used methods of digital advertising in tourism are: website, social networks, online search, online brokers, mobile applications, and leading online travel agency. This way of advertising has opened new ways of communicating that until recently were unimaginable.
Parallel keywords (Croatian)komunikacija marketing marketinška komunikacija internet turizam oglašavanje
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:145:685074
CommitterGordana Kradijan