Naslov
Offline and online communication in tourism – example of Zagreb ring

Autori
Gluvačević, Dejan ; Grgas, Zvonimir

Vrsta, podvrsta i kategorija rada
Sažeci sa skupova, sažetak, znanstveni

Izvornik
Communication Management Forum 2015 : Reconciling the traditional and contemporary : the new integrated communication : proceedings / Verčić, Dejan ; Jugo, Damir ; Ciboci, Lana - Zagreb : Veleučilište Edward Bernays, 2015, 407-425

ISBN
978-953-58317-2-3

Skup
Communication Management Forum 2015

Mjesto i datum
Zagreb, Hrvatska, 8-9.5.2015

Vrsta sudjelovanja
Predavanje

Vrsta recenzije
Međunarodna recenzija

Ključne riječi
offline communication ; online communication ; tourism ; tourist board

Sažetak
With its continued growth in the past few decades, tourism has become one of the fastest growing economic sectors in the world. Equally, tourism is one of most important sources of income for many countries in the world. According to Simon Anholt (2009, 24), tourism is one of the loudest promotional channels for strengthening a country's image, implying that tourist boards have large budgets and competent market experts. Therefore, tourism as a promotional channel mainly depends on communication methods. Good communication with good communication channels, which is simultaneously focused on targeted stakeholders, provides easier and efficient realization of the set aims. During the past few years, the so-called “Zagreb Ringˮ achieved very successful results. This paper researches the three major tourist boards in the “Zagreb Ringˮ: Zagreb Tourist Board, Samobor Tourist Board and Zagreb County Tourist Board. The authors’ hypothesis is that online communication is neglected in comparison to offline communication, and the main reasons are lack of creativity, lack of integrated strategic communication and failure to recognize communication trends in tourism. Thus, the purpose of this paper is to examine the ways in which the mentioned tourist boards used offline and online communication, and the reasons for this. Both qualitative (content analysis and semi-structured interview) and quantitative (questionnaire) methods were used as research methodology in this paper. The authors are particularly interested in the awareness of selecting communication channels because it is a fact that recipients (stakeholders) differ significantly by age, communication habits, culture, and other characteristics.

Izvorni jezik
Engleski

Znanstvena područja
Interdisciplinarne društvene znanosti

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