Stališča lokalnega prebivalstva do prireditve Festival Lent

delo diplomskega projekta

Tjaša Falež (Author), Borut Milfelner (Mentor)

Abstract

Stališča so prepričanja, ki jih ima posameznik do objektov, sveta, samega sebe, do drugih ali do situacije, v kateri se nahaja. Lahko se jih naučimo, prevzamemo od drugih ali pa jih oblikujemo na podlagi lastnih izkušenj. Ker smo pa nenehno izpostavljeni različnim medijskih pritiskom, velikokrat na oblikovanje stališč vplivajo tudi mediji sami. Ko govorimo o stališčih v marketinškem smislu, imamo v mislih odjemalčevo naklonjenost do izdelka, storitve, znamke, organizacije, cene oglasov. Stališča tako vplivajo na nakupno vedenje odjemalcev. Pri obravnavanju stališč je pomembno poznavanje njihovih komponent: kognitivne, afektivne in konativne komponente. Pri prvi gre za skupek znanj in informacij o objektu, pri drugi za skupek čustev in občutij v zvezi z objektom, pri tretji pa za pričakovano vedenje v zvezi z objektom. Stališč ni mogoče neposredno meriti. V ta namen se lahko poslužujemo različnih metod, s katerimi lahko ugotovimo posameznikova stališča: spraševanje, opazovanje, uporaba lestvic za merjenje stališč. S slednjimi smo ugotavljali stališča lokalnega prebivalstva do Festivala Lent. Rezultati raziskave so pokazali, da se splošno lokalno prebivalstvo rado udeležuje Festivala Lent, najraje se udeležujejo koncertov, glasbenih predstav oziroma muzikalov. Značilnosti festivala, kot so organizacija, točnost izvedbe, urejenost prizorišč, prijaznost zaposlenih, anketirani ocenjujejo z relativno visokimi ocenami. Prav tako je velika večina anketiranih vesela, da Festival Lent poteka v Mariboru.

Keywords

marketing;prireditve;stališča;oblikovanje;merjenje;pebivalstvo;

Data

Language:	Slovenian
Year of publishing:	2014
Typology:	2.11 - Undergraduate Thesis
Organization:	UM EPF - Faculty of Economics and Business
Publisher:	[T. Falež]
UDC:	316.644:79
COBISS:	11845916
Views:	1081
Downloads:	197
Average score:	0 (0 votes)
Metadata:

Other data

Secondary language:	English
Secondary title:	Local population's attitude concerning the event Festival Lent
Secondary abstract:	Attitudes are beliefs by individual about himself, objects, world, others or situation in which she/he is located. Attitudes can be learned, taken from others or formed on the basis of their own experience. Since we are constantly exposed to various media pressure, our attitude can be manipulated by the media. When we talk about attitudes in marketing terms, we mean consumer's affection for a product, service, brand, organization, price, advertising. Attitudes have strong influence on consumer's behaviour. When we are dealing with attitudes, we have to be aware of the importance of their components: cognitive, affective, conative. The first is combination of knowledge and informations about the object, second is set of emotions and feeling towards the object and the third tells us about future behaviour in relation to the object. Attitudes can not be measured directly. We can use different methods to determine an individual's point of view: questioning, observation, use of different scales. We used scales to determine local population's attitude concerning the event Festival Lent. The results show that locals generally like to attend the festival. Most visited are concerts, musical performances and musicals. Features of the festival, such as organization, punctuality of the performance, friendliness of employees, respondents rated relatively high. Generally, respondends are happy that Festival Lent takes place in Maribor.
Secondary keywords:	Attitudes;forming attitudes;changing attitudes;measurement of attitudes;events;Festival Lent;
URN:	URN:SI:UM:
Type (COBISS):	Final seminar paper
Thesis comment:	Univ. v Mariboru, Ekonomsko-poslovna fak.
Pages:	39 f., 3 f. pril.
ID:	8729561