Potentials and possibilities of branding intangible cultural heritage using the example of Šibenski botun
The tourist market is expanding quickly and tourists are becoming more demanding and selective. Therefore, tourism requires creating an image and a brand based on an authentic identity by using innovative and enticing ideas that will result in attracting the attention of target audiences. “Šibenski...
| Permalink: | http://skupni.nsk.hr/Record/nsk.NSK01001122210/Details |
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| Matična publikacija: |
Suvremene teme 11 (2020), 1 ; str. 84-95 |
| Glavni autori: | Schildenfeld, Ivana (Author), Odak Krasić, Stana |
| Vrsta građe: | e-članak |
| Jezik: | eng |
| Predmet: | |
| Online pristup: |
https://doi.org/10.46917/st.11.5 Hrčak |
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| 024 | 7 | |2 doi |a 10.46917/st.11.5 | |
| 035 | |a (HR-ZaNSK)001122210 | ||
| 040 | |a HR-ZaNSK |b hrv |c HR-ZaNSK |e ppiak | ||
| 041 | 0 | |a eng |b eng |b hrv | |
| 042 | |a croatica | ||
| 044 | |a ci |c hr | ||
| 080 | 1 | |a 658 |2 2011 | |
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| 100 | 1 | |a Schildenfeld, Ivana |4 aut | |
| 245 | 1 | 0 | |a Potentials and possibilities of branding intangible cultural heritage using the example of Šibenski botun |h [Elektronička građa] / |c Ivana Schildenfeld, Stana Odak Krasić. |
| 300 | |b Graf. prikazi. | ||
| 500 | |a Bilješke uz tekst. | ||
| 504 | |a Bibliografija i internetski izvori: 12 jed. | ||
| 504 | |a Summary ; Sažetak. | ||
| 520 | |a The tourist market is expanding quickly and tourists are becoming more demanding and selective. Therefore, tourism requires creating an image and a brand based on an authentic identity by using innovative and enticing ideas that will result in attracting the attention of target audiences. “Šibenski botun” with its historical, social and cultural potential, as cultural heritage represents an ideal platform for the branding process and the development of cultural tourism. To begin with the branding process, it was necessary to explore the perception of the local community as one of the primary audiences. To this end, a questionnaire was used as a measuring instrument in the data collection method on a previously selected sample. The study confirmed a hypothesis that Šibenik residents were not perceiving “Šibenski botun” as the city’s brand, but as an extremely important souvenir. Using three structured interviews possibilities and potentials of “Šibenski botun” have been studied for the purpose of the branding process. | ||
| 520 | |a Tržište turističke ponude svakodnevno raste, a turisti postaju sve zahtjevniji i izbirljiviji. Turizam stoga zahtijeva stvaranje imidža i brenda koji se temelji na stvarnom i autentičnom identitetu, korištenjem inovativnih, privlačnih ideja koje će rezultirati pozornošću ciljnih javnosti. Šibenski botun kao kulturno nasljeđe sa svojim povijesnim, društvenim i kulturnim potencijalima predstavlja idealnu platformu za proces brendiranja i razvoja kulturnog turizma. Kako bi se započeo proces brendiranja, bilo je potrebno istražiti percepciju lokalne zajednice kao jedne od primarnih javnosti. Koristeći anketni upitnik kao mjerni instrument u metodi prikupljanja podataka na odabranom uzorku, potvrđena je hipoteza kako stanovnici Šibenika ne percipiraju šibenski botun kao brend grada, već kao iznimno važan suvenir. Na temelju triju strukturiranih intervjua istražene su mogućnosti i potencijali šibenskog botuna za potrebe procesa brendiranja. | ||
| 653 | 0 | |a Brend |a Brendiranje |a Kulturni turizam |a Nematerijalna kulturna baština |a Šibenski botun | |
| 653 | 5 | |a Šibenik | |
| 700 | 1 | |a Odak Krasić, Stana |4 aut | |
| 773 | 0 | |t Suvremene teme |x 1847-2397 |g 11 (2020), 1 ; str. 84-95 |w nsk.(HR-ZaNSK)000694987 | |
| 981 | |b Be2020 |b B04/20 | ||
| 998 | |b dalo2201 | ||
| 856 | 4 | 0 | |u https://doi.org/10.46917/st.11.5 |
| 856 | 4 | 0 | |u https://hrcak.srce.hr/248824 |y Hrčak |
| 856 | 4 | 1 | |y Digitalna.nsk.hr |