Korištenje Facebooka u promotivnim kampanjama u odnosima s javnošću u turizmu - Pulski filmski festival 2014.-2016.

master's thesis

• Title (english): Using Facebook in promotional campaigns in public relations in tourism - Pula Film Festival 2014.-2016.
• Author: Valentina Deltin
• Mentor: Jelena Jurišić (mentor)
• Mentor: Matilda Kolić Stanić (mentor)
• Committee member: Ivan Burić (predsjednik povjerenstva)
• Committee member: Matilda Kolić Stanić (član povjerenstva)
• Committee member: Jelena Jurišić (član povjerenstva)
• Granter: University of Zagreb; Faculty of Croatian Studies; (Department of Communication Sciences); Zagreb
• Defense date and country: 2017-09-27, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Information and Communication Sciences

Abstract

Društvene mreže danas uvelike utječu na društvo i stvaraju nove trendove. Pojava društvenih mreža utjecala je i na odnose s javnošću te je stručnjacima za odnose s javnošću donijela razne nove mogućnosti. Te se nove mogućnosti društvenih mreža koriste i u odnosima s javnošću u turizmu. Jedan od ključnih kanala komunikacije odnosa s javnošću postala je i društvena mreža Facebook koja zbog svoje široke rasprostranjenosti ima veliku ulogu u promociji. Rad istražuje način korištenja društvene mreže Facebook u promotivnim kampanjama Pulskog filmskog festivala u razdoblju od 2014. do 2016. godine. Metodom kvantitativne analize sadržaja istražili su se podatci dobiveni pomoću alata „VoxPopuli“ te su se metodom kvalitativne analize sadržaja analizirale objave Facebook stranice Pulskog filmskog festivala. Istraživanjem je potvrđeno da pomoću Facebook stranice Pulski filmski festival privlači pažnju turista te da su na Facebook stranici Pulskog filmskog festivala iskorišteni svi potencijali koje društvena mreža Facebook nudi. Također je potvrđeno da je Facebook stranica Pulskog filmskog festivala aktivna isključivo u lipnju, srpnju i kolovozu svake godine te da su objave fotografija objave s najviše reakcija svih sljedbenika stranice, pa tako i turista. Istraživanje pokazuje da turisti reagiraju na objave Facebook stranice Pulskog filmskog festivala i kada nisu na engleskom jeziku te da domaći turisti reagiraju na objave stranice više od stranih turista.

Abstract (english)

Social networks today greatly influence the society and create new trends. The emergence of social networks has also influenced public relations and brought various new opportunities to the public relations experts. Those new social networking opportunities are also being used in public relations in tourism. Social network Facebook has also become one of the key channels for communication to the public relations and because of its wide spread it has a major role in promotion. The paper researches the use of the Facebook's social network in promotional campaigns of the Pula Film Festival in the period from 2014 to 2016. Using the method of quantitative analysis of the contents, the data obtained using the "VoxPopuli" tool were investigated. Also, using the method of qualitative analysis of the contents, Pula Film Festival Facebook page posts were investigated. The research has confirmed several findings: that using Facebook Pula Film Festival attracts the attention of tourists; that Pula Film Festival Facebook page uses all the potentials that Facebook as a social network offers; that the Facebook page of the Pula Film Festival is active only in June, July and August each year; that the posted photos get the most reactions from all the followers of the site, as well as tourists; that tourists react to the posts of the Pula Film Festival Facebook page even when they are not in English; that the domestic tourists react to the site's posts more than foreign tourists.

• Keywords: odnosi s javnošću; turizam; društvene mreže; Facebook; Pulski filmski festival; sljedbenici; turisti
• Keywords (english): public relations; tourism; social networks; Facebook; Pula Film Festival; followers; tourists
• Language: croatian
• URN:NBN: urn:nbn:hr:111:526794
• Study programme: Title: Department of Communication Studies; Study programme type: university; Study level: graduate; Academic / professional title: magistar/magistra komunikologije (magistar/magistra komunikologije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Open access
• Created on: 2017-10-25 10:02:21