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User Experience of Croatian National & Nature Parks’ Website – A Comparison : a comparison
Mihaela Franjić, 2022, master's thesis

Abstract: We are not saying that tourism is a dynamic area for no reason, as the COVID–19 pandemic has shown us. Tourism is influenced by many external factors, and one of them is the development of digital technology, which must be monitored in parallel. We are currently in a historical period that is characterized by the fact that without the Internet there is no expansion into other markets. Digital technology covers all pores and activities of modern society, enables new ways for sales, development, distribution in the tourist market, which is full of opportunities and obstacles. Websites have evolved largely because they help, especially small and medium–sized organizations reduce costs, time, and help them market and present themselves to users. In this paper, we will deal with Croatian national and natural parks, which are a national treasure of exceptional importance for Croatian tourism, and which annually attract around 3.5 million tourists. For the first time, in 2017, the parks of Croatia integrated all the parks on one website through the PARCS project, as a basis for better informing users and promoting the parks as a brand on the tourist market. Precisely for this reason, we are interested in how users view the website www.parkovihrvatske.hr, since the appearance of the site has not been renewed since 2017. It is extremely important to know the opinion of potential users, because more than half of the time they plan and book their trip via the Internet with the help of a computer. This is one more reason to check the current situation and opinion of foreign and domestic citizens. The research enabled us to compare respondents, connect expectations and evaluations, and at the end provide an additional opinion of the respondents. In order to improve and improve the user experience according to the respondents, the website should work on its design, security, include all park offers together with tickets and update its information. Based on the analysis, we will try to present guidelines for upgrading the website if they want to be trendy, competitive and expand into the tourist market overwhelmed by digital transformation.
Keywords: Digital Tourism, Digital Transformation, User Interface, User Experience, Croatian National and Natural parks
Published in DKUM: 24.10.2022; Views: 752; Downloads: 118
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