Marketinški aspekti vjerskog turizma: analiza slučaja puta Svetog Jakova do Santiago de Compostele u Španjolskoj

master's thesis

• Title (english): Marketing aspects of religions tourism: analysis of the case of the way of saint James to Santiago de Compostela in Spain
• Author: Marija Dalić
• Mentor: Josip Mikulić (mentor)
• Committee member: Darko Prebežac (predsjednik povjerenstva)
• Committee member: Oliver Kesar (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; Zagreb
• Defense date and country: 2015-09-24, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics

Abstract

U ovom diplomskom radu željelo se analizirati kako marketing kao jedan od ključnih čimbenika privlačenja turista u destinaciju djeluje u sferi vjerskog turističkog proizvoda. Obrađuje se primjer hodočasničke rute Puta svetog Jakova koji je jedan od najstarijih hodočasničkih puteva u kršćanstvu. S vremenom, taj je turistički proizvod počeo privlačiti i tržišni segment kojem osnovni motiv nije religija jer radi se o ruti koja je uvrštena u UNESCO-vu svjetsku kulturnu baštinu, te je stekla svjetski poznati glas koja privlači sve veći broj turista. Jedna od glavnih prekretnica koja je potaknula aktualizaciju i razvoj Puta svetog Jakova kao turističkog proizvoda svakako su promotivni učinci koji su se počeli primjenjivati krajem prošlog stoljeća a traju i danas.

Abstract (english)

The main goal of this final thesis was to analize marketing as one of key elements of atracting tourists in a destination which has a religious tourist product. It is analazing the example of pilgrim's routes of the Way of Saint James which is one of the oldest religious routes in christianity. This touristic product, eventually started to attract the market segment whose principal motive isn't religion because this route has become one of UNESCO's World Heritage Sites, so it has gained a world-renowned reputation that draws more and more tourists. One of the major turning points that has spurred the actualization and development of the Way of saint James as a tourist product were definitely promotional effects which started applying at the end of the last century and are still in use.

• Keywords: marketing u turizmu; vjerski turizam; promocija u turizmu; Put svetog Jakova; Santiago de Compostela
• Keywords (english): marketing in tourism; religious tourism; promotion in tourism; the Way of Saint James; Santiago de Comostela
• Language: croatian
• URN:NBN: urn:nbn:hr:148:377780
• Study programme: Title: Business Economics; Study programme type: university; Study level: graduate; Academic / professional title: magistar/magistra ekonomije (magistar/magistra ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to students and staff of home institution
• Repository: REPEFZG
• Created on: 2016-10-12 14:07:34