Kampanja Safe stay in Croatia: Uloga i uspješnost brendiranja Hrvatske kao sigurne turističke destinacije

master's thesis

• Title (english): Safe stay in Croatia campaign: The role and success of branding Croatia as a safe tourist destination
• Author: Paolo Deltin
• Mentor: Lana Ciboci Perša (mentor)
• Mentor: Ivana Jeleč (sumentor)
• Committee member: Krešimir Dabo (predsjednik povjerenstva)
• Committee member: Dražen Maleš (član povjerenstva)
• Committee member: Ivana Jeleč (član povjerenstva)
• Granter: University of Zagreb; Faculty of Croatian Studies; (Department of Communication Sciences); Zagreb
• Defense date and country: 2025-02-17, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Information and Communication Sciences; Communicology

Abstract

Turizam je jedna od najvažnijih gospodarskih grana u Republici Hrvatskoj, a tijekom turističke sezone zapošljava velik broj radno sposobnog stanovništva, što značajno utječe na ukupni životni standard hrvatskih građana. Pandemija bolesti COVID-19 unijela je velike promjene u turistički sektor, stavljajući sigurnost i zdravlje posjetitelja i djelatnika u prvi plan. Kao odgovor na spomenutu zdravstvenu ugrozu, Ministarstvo turizma i sporta 2021. godine pokrenulo je kampanju Safe stay in Croatia, koja je imala za cilj educirati posjetitelje o sigurnosnim mjerama i protokolima te promovirati Hrvatsku kao sigurnu i odgovornu turističku destinaciju (Mint.gov.hr, 2024). Pandemija je značajno promijenila prioritete u turizmu, a kampanja Safe stay in Croatia nastojala je odgovoriti na te izazove pružajući gostima osjećaj sigurnosti i povjerenja. Hrvatska je kroz ovu inicijativu nastojala očuvati svoj turistički imidž, prilagođavajući se globalnim promjenama i novim očekivanjima turista u kontekstu pandemije. Korištenjem metode dubinskih intervjua s ključnim dionicima iz turističkog sektora analizira se uspješnost kampanje, pruža uvid u stvarni doprinos kampanje u ostvarivanju uspješnih turističkih rezultata u kontekstu globalne pandemije te objašnjava njezina uloga u brendiranju Hrvatske kao sigurne destinacije. Istraživanje obuhvaća niz aspekata, od percepcije sigurnosti do utjecaja na konkretne turističke rezultate.

Abstract (english)

Tourism is one of the most important economic sectors in Croatia and during the tourist season it employs a large number of working-age population, significantly affecting the overall standard of living for Croatian citizens. The COVID-19 disease pandemic has brought major changes to the tourism sector, placing the safety and health of visitors and workers at the forefront. In response to this health threat, the Ministry of Tourism and Sports in 2021 launched the Safe stay in Croatia campaign, aimed at educating visitors about safety measures and protocols, while promoting Croatia as a safe and responsible tourist destination (Mint.gov.hr, 2024). The pandemic significantly shifted tourism priorities, and the Safe stay in Croatia campaign sought to address these challenges by providing guests with a sense of safety and trust. Through this initiative, Croatia aimed to preserve its image of the tourist destination, adapting to global changes and new tourist expectations in the context of the pandemic. The success of the campaign is analyzed by conducting in-depth interviews with key stakeholders from the tourism sector. It provides insight into the actual contribution of the campaign in achieving successful tourism results in the context of the global pandemic and explains its role in branding Croatia as a safe destination. The thesis covers various aspects, from the perception of safety to the impact on concrete tourism results.

• Keywords: turizam; marketing; koronavirus; Hrvatska; brendiranje; strategija
• Keywords (english): tourism; marketing; coronavirus; Croatia; branding; strategy
• Language: croatian
• URN:NBN: urn:nbn:hr:111:195513
• Study programme: Title: Communication Studies (Single Major, Science Stream); Study programme type: university; Study level: graduate; Academic / professional title: sveučilišni/a magistar/magistra komunikologije (sveučilišni/a magistar/magistra komunikologije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Open access
• Created on: 2025-03-13 13:26:33