Potovalni blogi kot izraz zaznane podobe destinacije in njihova uporaba v marketinške namene na primeru mesta Ljubljana

diplomsko delo

Rahela Merhar (Author), Klement Podnar (Mentor)

Abstract

Z diplomskim delom želim prikazati vsebino potovalnih blogov kot uporaben vir turistovih povratnih informacij in cenovno ugodno pridobljene marketinške inteligence. Potovalni blogi poleg vplivnih spletnih govoric predstavljajo tudi manifestacijo turistične izkušnje in tako razkrivajo turistove vtise, izkušnje ter najpomembneje: zaznano podobo destinacije. Prav podoba destinacije je ena izmed najpomembnejših faktorjev pri (ne)obisku turistične destinacije. Ključ turistovega (ne)zadovoljstva se skriva prav v (ne)ujemanju s strani turistov zaznane in s strani ponudnikov projicirane podobe destinacije. Če se ti podobi ne ujemata, lahko sledi celo turistovo nezadovoljstvo z destinacijo, kar dolgoročno lahko škoduje obisku destinacije. Namen diplomske naloge je bila identifikacija vrzeli med dvema podobama turistične destinacije na primeru mesta Ljubljana. Na podlagi analize vsebine potovalnih blogov ter spletne strani Turizma Ljubljana sem odkrila nekaj ključnih neujemanj med najpogosteje uporabljenimi ključnimi besedami med podobama. Prav tako sem pripravila predloge za nadaljnje trženje destinacije, o katerih je potrebno pred kakršno koli implementacijo zaradi precejšne omejenosti te raziskave dobro razmisliti.

Keywords

potovalni blogi;podoba destinacije;Blogi;Turizem;Trženje;Ljubljana (Slovenija ; mestna občina);Diplomska dela;

Data

Language:	Slovenian
Year of publishing:	2018
Typology:	2.11 - Undergraduate Thesis
Organization:	UL FDV - Faculty of Social Sciences
Publisher:	[R. Merhar]
UDC:	339.138:338.38(043.2)
COBISS:	35807325
Views:	648
Downloads:	312
Average score:	0 (0 votes)
Metadata:

Other data

Secondary language:	English
Secondary title:	Travel blogs as an expression of the perceived destination image and their use for marketing purposes on the example of the city of Ljubljana
Secondary abstract:	With this diploma, I want to present the content of travel blogs as a useful source of tourist feedback and cost- efficient source of marketing intelligence. In addition to influencing electronic word-of-mouth, travel blogs represent manifestations of tourist experience, thus revealing the visitor’s impressions, experiences, and most importantly: the perceived destination image. Destination image presents one of the most important factors in tourist decision to visit the destination. Moreover, it is the key to the tourist satisfaction (if the perceived image matches the projected image as is communicated by the destination marketing organizations). The purpose of the diploma work was to identify the gap between two images of a tourist destination on the example of the city of Ljubljana. Based on an analysis of the content of travel blogs and the official Ljubljana Tourism website, I discovered some of the key differences between some of the most commonly used keywords between images. Based on the findings I also prepared some proposals for further destination marketing, although some careful consideration is needed before any implementation due to the considerable limitations of this research.
Secondary keywords:	Blogs;Tourism;Marketing;Ljubljana (Slovenia ; Mestna občina);Graduate theses;
Type (COBISS):	Bachelor thesis/paper
Study programme:	0
Embargo end date (OpenAIRE):	1970-01-01
Thesis comment:	Univ. v Ljubljani, Fak. za družbene vede
Pages:	45 str.
ID:	10958838