Svrha diplomskog rada je bila predstaviti i dokazati potencijal društvenih mreža u promociji imidža, pozicioniranja i upravljanja markom turističke destinacije. U prvom dijelu rada su prezentirana teorijska uporišta, te nalazi provedenih izviđajnih istraživanja u kontekstu teme rada. Primarno istraživanje je provedeno na primjeru grada Splita, obzirom da se može konstatirati kako ta destinacija zahvaljujući vrijednim kulturno povijesnim i sportskim destinacijskim ikonama posjeduje prepoznatljivu turističku marku.Postavljene hipoteze su testirane, te se nalazima provedenih istraživanja raščistilo postavljene dileme i argumentirao konkretan stručni doprinos u području teme. Pozicioniranje i aktivnosti upravljanja destinacijskom markom putem društvenih mreža značajno mogu doprinijeti prepoznatljivosti i privlačnom imidžu turističke destinacije.

The purpose of this paper was showing the importance of social networks in determination of destination image in general and Split as destinantion for example. In first part of this paper, the theoretical fundation was presented, but also the reasults of resarch which were made in terms of paper’s subject. Primary research was made on example of Split, since it can be declared as recognizable tourist brand thanks to the valuable cultural, sports and historical destination icons. The set of hypothesis were tested, and the clarification of proposed dilemma was a part of conducted research, such as concrete professional contribution regarding the mentioned subject which was agrumented. Through social networks, positioning and destination brand management can significantly contribute to the recognition and attractive image of the tourist destination