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master's thesis
Brendiranje grada Ogulina kroz nematerijalnu baštinu
2019. urn:nbn:hr:233:706077
Čavlović, Andreja
Edward Bernays University of Applied Sciences
Department of Public Relations

Cite this document

Čavlović, A. (2019). Brendiranje grada Ogulina kroz nematerijalnu baštinu (Master's thesis). Zagreb: Edward Bernays University of Applied Sciences. Retrieved from https://urn.nsk.hr/urn:nbn:hr:233:706077

Čavlović, Andreja. "Brendiranje grada Ogulina kroz nematerijalnu baštinu." Master's thesis, Edward Bernays University of Applied Sciences, 2019. https://urn.nsk.hr/urn:nbn:hr:233:706077

Čavlović, Andreja. "Brendiranje grada Ogulina kroz nematerijalnu baštinu." Master's thesis, Edward Bernays University of Applied Sciences, 2019. https://urn.nsk.hr/urn:nbn:hr:233:706077

Čavlović, A. (2019). 'Brendiranje grada Ogulina kroz nematerijalnu baštinu', Master's thesis, Edward Bernays University of Applied Sciences, accessed 14 April 2025, https://urn.nsk.hr/urn:nbn:hr:233:706077

Čavlović A. Brendiranje grada Ogulina kroz nematerijalnu baštinu [Master's thesis]. Zagreb: Edward Bernays University of Applied Sciences; 2019 [cited 2025 April 14] Available at: https://urn.nsk.hr/urn:nbn:hr:233:706077

A. Čavlović, "Brendiranje grada Ogulina kroz nematerijalnu baštinu", Master's thesis, Edward Bernays University of Applied Sciences, Zagreb, 2019. Available at: https://urn.nsk.hr/urn:nbn:hr:233:706077

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Metadata
TitleBrendiranje grada Ogulina kroz nematerijalnu baštinu
AuthorAndreja Čavlović
MentorRomana Lekić (mentor)
GranterEdward Bernays University of Applied Sciences
(Department of Public Relations)
Zagreb
Defense date and country2019-04-17, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Information and Communication Sciences
Public Relations
Abstract
Nematerijalna baština grada Ogulina temelji se na legendama koje se prenose s generacije na generaciju. Također, priče Ivane Brlić Mažuranić, spisateljice rođene u Ogulinu, inspirirane su bajkovitom prirodom grada Ogulina te na taj način i danas pridonose očuvanju identiteta grada. Kako bi se prepoznatljivost grada Ogulina zauvijek temeljila na bogatoj nematerijalnoj baštini, vrlo je važno ulagati u njezino očuvanje stvaranjem inovativnih i kreativnih turističkih proizvoda. Postojeći... More kulturno-turistički sadržaj (Ivanina kuća bajki, Ogulinski festival bajki) grada Ogulina primamljiv je za sve posjetitelje, a njegova kvaliteta, kreativnost i sama ekonomija doživljaja ovise o ključnim dionicima destinacijskog menadžmenta. Na temelju postavljenih ciljeva i hipoteza ovaj istraživački rad putem primarnih i sekundarnih podataka istraživanja dat će prikaz prednosti i nedostataka u imidžu grada Ogulina. Metodom intervjua s 10 ključnih dionika utvrdit će se koliko nematerijalna baština utječe na prepoznatljivost grada te što je važno promijeniti kako bi turistički sadržaj temeljen na predaji još više ojačao. Prema rezultatima istraživanja svi ključni dionici slažu se kako je očuvanje nematerijalne baštine iznimno važno za grad Ogulin te smatraju da je potrebno dodatno ulaganje kako bi imidž grada ojačao. Ivanina kuća bajki te Ogulinski festival bajki doprinose prepoznatljivosti grada, što osjete svi dionici destinacijskog menadžmenta, no prema podacima istraživanja važno je pronaći stručan način uz koji će grad Ogulin tijekom cijele godine biti turistički privlačna destinacija. Na kraju istraživačkog rada nalazi se prijedlog za izgradnju obiteljskog hotela „Regoč“ koji bi prema mišljenju autorice na kreativan i inovativan način pridonio razvoju imidža grada Ogulina. Less
Abstract (english)
The intangible heritage of the town of Ogulin is based upon legends passed down from generation to generation. Besides, the stories written by Ivana Brlić-Mažuranić, a famous Croatian female writer born in Ogulin in 1874, were inspired by the magical countryside around the town of Ogulin and even today, they are a part of the town’s identity. In order to keep the town of Ogulin’s recognition based upon its rich intangible heritage, it is very important to invest in its preservation... More by creating innovative and creative tourist products. The current tourist cultural attractions of the town of Ogulin (Ivana's House of Fairy Tales and Ogulin Fairy Tale Festival) are interesting for all visitors, but their quality, creativity and the very experience economy all depend on key stakeholders of the destination management. On the basis of set goals and hypotheses, this research paper will present the advantages and disadvantages of the image of the town of Ogulin, with the help of primary and secondary data. Interviewing 10 key stakeholders, the paper will show how intangible heritage influences the town of Ogulin’s recognition, as well as what is important to change in order to enhance the tourist assets based upon oral tradition. According to the results of the research, all key stakeholders agree that preserving of the intangible heritage is extremely important for the town of Ogulin, and they find it necessary to invest even more in order to enhance the image of the town. Ivana's House of Fairy Tales and Ogulin Fairy Tale Festival contribute to the recognition of the town, which is admitted by all of the stakeholders of the destination management, but, according to the results, it is important to find a professional way in which this town will be an attractive tourist destination during the whole year. In the end of the research paper, there is a suggestion for building a family hotel ‘’Regoč’’ which would, according to the author’s opinion, contribute to the development of the town’s image in a creative and innovative way. Less
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:233:706077
Study programmeTitle: Public Relations Management
Study programme type: professional
Study level: specialist graduate
Academic / professional title: stručni specijalist odnosa s javnošću (stručni specijalist odnosa s javnošću)
Type of resourceText
File originBorn digital
Access conditionsAccess restricted to students and staff of home institution
Terms of useLicence In copyright icon
Created on2024-03-18 22:14:53
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