Znamka destinacije Maribor v očeh študentov

Bosnić, Aleksandar

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Title:	Znamka destinacije Maribor v očeh študentov
Authors:	ID Bosnić, Aleksandar (Author) ID Pisnik, Aleksandra (Mentor) More about this mentor...
Files:	UN_Bosnic_Aleksandar_2024.pdf (5,18 MB) MD5: 61EEE9BC88BBE2AC8CE5CB1391DB7569
Language:	Slovenian
Work type:	Bachelor thesis/paper
Typology:	2.11 - Undergraduate Thesis
Organization:	EPF - Faculty of Business and Economics
Abstract:	Prvi del diplomskega dela je osredotočen na teorijo s področja znamčenja destinacij, ki temelji predvsem na konceptu premoženja blagovne znamke oz. zunanjem pogledu obiskovalcev na destinacijsko znamko, ki se mora v večji meri skladati z notranjim pogledom, ki ga ustvarijo skrbniki znamke, če želijo, da znamka destinacije postane močna, prepoznavna in unikatna. Slovenija je majhna, povrh vsega pa je zaradi svoje geografske lege v večji meri tranzitna država. Ta problema sta karakteristična tudi za Maribor, mesto, ki se med že izoblikovanimi turističnimi destinacijami še mora dokazovati v smislu konkurenčnosti, privabljanja novih gostov, širjenja njegove prepoznavnosti. Na takšni točki se je mesto postavilo v vlogo podjetja z željo po implementiranju enega izmed marketinških konceptov, ki bi mu omogočil prehod s tranzitnega mesta do destinacije vredne obiska. Rešitev so uvideli in tudi vzpostavili v obliki znamke destinacije. Znamka je ambasador njegovega celovitega skupka ponudbe, ki ni le kakovosten, temveč tudi butičen in trajnostno naravnan, da pričara doživetje za vsakogar, ga poskuša prepričati in s tem prav tako dvigniti prepoznavnost destinacije. Znamka destinacije Maribor je tudi tema empiričnega dela diplome. Želeli smo namreč ugotoviti, kako si znamko destinacije Maribor skozi elemente koncepta premoženja blagovne znamke (zavedanje, podoba, zaznana kakovost ter zvestoba) v svojih očeh predstavlja ciljna skupina raziskave, utemeljena na vzorcu 100 študentk in študentov mariborskih fakultet. Njihove odgovore smo pridobili s pomočjo spletnega anketnega vprašalnika, pridobljeni rezultati pa nakazujejo, da se množično ne zavedajo znamke destinacije Maribor. Destinacija jih v večji meri asociira na Staro trto in Pohorje, na kakovostno izkušnjo v destinaciji pa vplivajo predvsem trije dejavniki v smislu zagotovitve varnosti, vse potrebne infrastrukture ter ugodnega razmerja med ceno in kakovostjo storitev. Destinacijo bi interesentom pozitivno opisali, a je sami kot morebitni turisti v prihodnosti ne bi imeli na seznamu želja lokacij, vrednih obiska. Večina se o želeni destinaciji informira na podlagi pregleda povratnih informacij nekdanjih obiskovalcev, kar jih tudi pritegne v destinacijo in ima za posledico, da ji postajajo naklonjeni oz. s časom tudi zvesti.
Keywords:	turistična destinacija, Maribor, premoženje blagovne znamke, zunanji pogled na blagovno znamko, vrednost znamke
Place of publishing:	Maribor
Publisher:	A. Bosnić
Year of publishing:	2024
PID:	20.500.12556/DKUM-89164
UDC:	659.126
COBISS.SI-ID:	205416195
Publication date in DKUM:	27.08.2024
Views:	107
Downloads:	50
Metadata:
Categories:	EPF
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Licences

License:	CC BY-NC-ND 4.0, Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International

Link:	http://creativecommons.org/licenses/by-nc-nd/4.0/
Description:	The most restrictive Creative Commons license. This only allows people to download and share the work for no commercial gain and for no other purposes.
Licensing start date:	20.06.2024

Secondary language

Language:	English
Title:	Destination brand Maribor in the eyes of students
Abstract:	The first part of the bachelor's thesis is focused on the theory in the field of destination branding, based mainly on the concept of brand equity or the visitors' external view of the destination brand, which must be more consistent with the internal view created by the brand's administrators, insofar as the latter want the destination brand to become strong, recognizable, and unique. Slovenia is small, and on top of all that, due to its geographical location, largely a transit country. The mentioned problems are also characteristic of Maribor, a city that still has not proven itself among already developed tourist destinations in terms of competitiveness, attracting new guests, and expanding its visibility. At such a point, the city placed itself in the role of a company with the desire to implement one of the marketing concepts that would enable it to transition from a transit city to a destination worth visiting. They saw the solution and also established it in the form of a destination brand. The brand is the ambassador of its comprehensive range of products, which is not only high-quality but also boutique and sustainably oriented so that it conjures up an experience for everyone, tries to convince them, and, thereby, also raises the visibility of the destination. The Maribor destination brand is also the subject of the empirical part of the bachelor’s thesis. Namely, we wanted to ascertain how the target group of the research, based on a sample of 100 male and female students of Maribor faculties, imagines the Maribor destination brand through the elements of the concept of brand equity (awareness, image, perceived quality, and loyalty). We obtained their answers utilizing an online questionnaire. The obtained results indicate that they are largely unaware of the Maribor destination brand. The destination is associated to a greater extent with Stara trta and Pohorje. The quality experience of the destination is mainly influenced by three factors in the form of ensuring safety, all necessary infrastructure, and a favorable ratio between price and quality of services. We would describe the destination positively to interested parties. We, as potential tourists, however, would not have it on our wish list of locations worth visiting in the future. Most of the potential visitors get information about the desired destination based on a review of feedback from former visitors, which also attracts them to the destination and results in them becoming sympathetic to it or faithful in time.
Keywords:	tourist destination, Maribor, brand equity, external view of the brand, brand value

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