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Boris Beck JEDNOROG U VIRTUALNOJ ŠUMI: ČITANJE, UČENJE I RAZUMIJEVANJE DIGITALNIH MEDIJA (ESEJI) Zagreb: Leykam international, 2022., 201 str. ISBN: 978-953-340-150-8 Ralph Tench, Dejan Verčič, Ansgar Zerfass, Ángeles Moreno i Piet Verhoeven IZVRSNOST KOMUNIKACIJE: KAKO RAZVITI, UPRAVLJATI I VODITI IZUZETNE KOMUNIKACIJE Zagreb: HUOJ, Palgrave Macmillan, 2023., 207 stranica ISBN: 978-953-7713-04-1 Dina Tomšić KORPORATIVNA REPUTACIJA: INTERDISCIPLINARNA PARADIGMA Zagreb: Školska knjiga, 2023., 335 str. ISBN: 978-953-0-30296-9 Yonty Friesem, Usha Raman, Igor Kanižaj and Grace Y. Choi (Eds.) THE ROUTLEDGE HANDBOOK OF MEDIA EDUCATION FUTURES POST-PANDEMIC Routledge, 2022, 558 pp. ISBN: 978-1-003-28373-7 (electronic)

The success of a tourist destination is difficult to achieve without the frequent and high quality use of social networks and online presence. This paper investigates the influence and role of social networks in the branding of a tourist destination. The tourist destination that serves as an example in this paper is Rijeka, which has become the European Capital of Culture for 2020. For the purpose of the work, a semi-structured in-depth interview was conducted with employees of the Tourist Board of the City of Rijeka and the company Rijeka 2020 d.o.o., established for the implementation of the EPK 2020 project incorporating artistic events, especially in Rijeka in 2020. The research showed that the strategic design of social network management is extremely important for branding and strengthening the visibility of the destination. It must be part of integrated marketing communication as it can strengthen awareness of a certain tourist destinations and directly impact its attendance. 11 The paper was created as part of the research for the final thesis of the student Ivor Gavrilović at the Media and Public Relations study, Vern’ University in Zagreb

Svrha je rada putem istraživanja dati odgovore na ključno pitanje, a to je može li se Općina Nuštar brendirati i pozicionirati kao atraktivna turistička destinacija na području Slavonije. Da bi se dali odgovori na navedeno pitanje i počelo razmatrati u kojem je smjeru potrebno razvijati destinaciju, ključno je da lokalno stanovništvo bude uključeno u taj proces od samih početaka aktivnosti brendiranja jer upravo ono predstavlja jednog od nositelja identiteta destinacije (Anholt, 2009.: 25). Iz navedenog razloga lokalno stanovništvo čini uzorak provedenog istraživanja, koje se provodilo putem internetskih anketnih upitnika na Facebooku, ali i polustrukturiranim intervjuima, u kojima su sudjelovali pojedinci zaposleni u bitnim institucijama za Općinu i koji stoga mogu u određenoj mjeri pridonijeti promociji Općine Nuštar. Rezultati istraživanja pokazali su kako Općina Nuštar ima potencijala za turistički razvoj korištenjem resursa kulturne baštine te kako postoji razumijevanje i volja lokalnog stanovništva da bude jedan od nositelja novog identiteta destinacije. No, isto tako, istraživanjem je utvrđeno kako u Općini Nuštar, među dionicima koji bi trebali biti nositelji brenda, izostaje interes da se Općina Nuštar pozicionira kao nova turistička destinacija kontinentalne Hrvatske. Brendiranje, promatrano kao holistički pristup, zahtjeva suglasje ne samo između dionika koji upravljaju promocijom destinacije već i lokalnog stanovništva, koje je jedan od ključnih nositelja identiteta destinacije. Sve dok izostaje suglasje na navedenoj relaciji, unatoč postojanju potencijala, turistički razvoj destinacije nije moguć., The purpose of this paper is to provide answers to a key question through research, and that is whether the Municipality of Nuštar can be branded and positioned as an attractive tourist destination in the Slavonia region? In order to answer this question and start considering in which direction it is necessary to develop the destination, it is crucial that the local population is involved in the process of destination development from the very beginning of branding activities, because the local people represent one of the bearers of destination identity (Anholt, 2009: 25). For this reason, the local population is the cause of the survey conducted through online questionnaires on Facebook, but also semi-structured interviews with individuals that are employed in important institutions of the Municipality, and can thus contribute to the promotion of Nuštar Municipality. The results of the research showed that the Municipality of Nuštar has a potential for tourism development using cultural heritage resources, and that there is an understanding and will of the local population to be one of the bearers of the new identity of the destination. However, the research also established that in the Municipality of Nuštar, among the stakeholders who should be the bearers of the brand, there is no interest in positioning the Municipality of Nuštar as a new tourist destination in continental Croatia. Branding, perceived as a holistic approach, requires agreement not only between the stakeholders who manage the promotion of the destination, but also the local population, which is one of the key bearers of the identity of the destination. As long as there is no agreement on this route, despite the existence of potential, the tourist development of the destination is not possible.

In todays world, marked by the impact of information technologies and the growing competitive markets, a large number if Istrian wineries have developed their foreign brands by high quality of their wines, becoming so a recognizable part of the development of the integrated and versatile touristic offers of the Istrian peninsula. There is a thousand year old tradition of growing grapes and making wine on the peninsula, just like there is a wide range of winaries which produce and sell high quality wines. Istria has become one of the largest winegrowing regions in Croatia with more than 6, 000 hectares of vineyards. During the past 20 years there has been made a great step forward in terms of wine quality. During this time private family farms have become more important and recognized. Istrian winemakers have earned their place on the global market and amongst a harsh competition by producing high quality products. The tourism in Istria is based on autochtonous varieties of wine (Istrian Malvasia, Teran and Muscat Momiano) and by Istria itself being a recognized tourist destination. The focus of the study is on the regional tourism of Istria and the role of Istrian winemaking in the promotion and development of Istria as a tourist destination. On the case of Istrian wineries, this thesis studies the development of the wine brand that has become an integral part of Istria's tourist offer. It includes five distinguished wineries which have given a great contribute to the development of eno-tourism in Istria and creating a wine brand with the mark of Istrian Quality. The analysis is based on conversations and interviews with the owners and workers at the wineries with the aim of presenting the entire tradition, success and way of doing business of Istrian wineries. The analysis includes the following wineries: Veralda, Kozlovic, Cattunar, Deklic and Marceta. Furthermore, the thesis refers to other Istrian wineries that make a significant contribution to the creation of a wine brand and the development of eno-tourism in Istria. A SWOT analysis of Istria as an eno-tourist destination was made based on the analysis and interpretation of winemakers' answers and secondary sources.

Internal public relations, ie internal communication, includes communication within the organization that can flow from superiors to employees, from employees to superiors and between employees. Quality internal communication in times of crisis is the key to the company’s survival in the future, so in March, April and May 2020 many Croatian companies found themselves in an uncertain situation where they had to adapt internal communication and organizational culture to new circumstances. The COVID-19 crisis hit the whole world in 2020, and it is still inconceivable what and how many consequences it will leave behind. Its effects are clearly visible in the day-to-day operations of most companies. In the most challenging period during March, April and May 2020, companies had to show how they cope with the crisis and how much they are ready for it in all aspects of their business and management. Why is employee satisfaction with internal communication important? The reason is very simple, satisfied and motivated employees and successful communication with internal stakeholders will create satisfied customers, users and successful communication with all external stakeholders. The subject of this paper is the internal communication of Croatian companies during the COVID-19 crisis and the first lockdown with special emphasis on organizational culture and relations with employees and employee satisfaction with internal communication during the first lockdown. The period of the first lockdown in the Republic of Croatia includes March, April and May 2020. For the purposes of this paper, an anonymous questionnaire was conducted on a sample of 84 respondents. The questionnaire sought to examine the satisfaction of respondents with internal communication and communication channels in their companies with an emphasis on organizational culture and relationships with employees during the first lockdown in the Republic of Croatia. The results of the survey indicated that respondents were satisfied with the communication processes in their organizations during the first lockdown, and that the COVID-19 crisis did not significantly change the attitude of employees towards employers, but the results showed that there is room for improvement in internal communication management culture.

Globalizam 21. stoljeća učinio je turizam jednom od najbrže rastućih industrija u svijetu. Nove komunikacijske tehnologije ubrzale su akumulaciju i dijeljenje znanja, a popularna kultura je gotovo u potpunosti izbrisala granice ranije udaljenih civilizacija. Danas građani Europe, Azije ili bilo kojeg drugog djela planeta odrastaju s istim idolima, dive se istim umjetnicima, sportašima ili znanstvenicima. Fenomen „istosti svijeta“ stavio je pred komunikacijske stručnjake u turizmu izazov kako predstaviti destinaciju poželjnom i vidljivom. Jedan od načina je preuzeti dio magnetizma koji na globalnoj razini imaju pojedine slavne povijesne osobe, povezujući ih s turističkom destinacijom u užem i širem smislu. Da bi takva aktivnost bila moguća i potencijalno uspješna mora se raditi o povijesnoj osobi koja je globalno prepoznatljiva i pozitivno percipirana, a istovremeno utkana u nacionalnu kulturu kao vrijednost koja se pokazuje svijetu i dio je ukupnog brenda države. Stvaranjem prepoznatljivosti putem umjetnosti, znanosti i sporta implementira se Nyev koncept „meke moći“, dajući turizmu priliku da kapitalizira pozitivan imidž države. Cilj ovoga rada je ispitati na koji način muzeji, lokalne i nacionalne turističke zajednice komuniciraju slavne povijesne osobe iz svoje kulturne baštine, a sve kako bi se privuklo turiste da posjete rodno mjesto ili mjesto djelovanja pojedine slavne povijesne osobe. Rad, analizirajući primjere iz Austrije (Wolfgang Amadeus Mozart), Španjolske (Pablo Picasso), Velike Britanije (William Shakespeare) i Hrvatske (Nikola Tesla), pokušava odrediti koncepcijske sličnosti i razlike među njima. Za svaku od navedenih zemalja odabrana je po jedna slavna povijesna osoba koja udovoljava kriterijima globalne prepoznatljivosti, utkanosti u nacionalnu kulturu, kao i postojanja muzeja u mjestu rođenja te osobe. Kako bi se došlo do ključnih rezultata koristila se metoda analize sadržaja društvenih mreža lokalnih i nacionalnih turističkih zajednica te muzeja posvećenih slavnim povijesnim osobama u mjestima gdje su rođeni. Iako svjesni dvosmjernosti komunikacije na društvenim mrežama, autori su u ovom radu naglasak stavili na analizi komunikacije pošiljatelja, prateći pritom vertikalni (lokalno – nacionalno) intenzitet komunikacije. Svi analizirani primjeri, neovisno o kontekstualnim razlikama, nude zanimljivu komparaciju koja može poslužiti poboljšanju komunikacije u turizmu.

Being a member state of the European Union carries great obligations, but also responsibilities. These obligations and responsibilities do not only apply to the political leadership of an individual member state, but also to its citizens who perceive the European Union with numerous hopes and fears. These hopes and fears are appearing from the very beginning, ie from applying for membership until the moment when a certain country is a member of one of the largest political and economic unions in the world – The European Union. Such a situation befell the Republic of Croatia and its citizens at the beginning of 2003, when the Republic of Croatia applied for full membership in the European Union. From that moment until today, the attitudes and expectations of the citizens of the Republic of Croatia towards the European Union have changed depending on foreign policy influences. In the meantime, numerous topics and discussions have emerged as to whether the Republic of Croatia should become a member of the European Union and what the consequences of joining the Union will be. At the beginning of 2012 and the holding of a referendum on accession to the European Union, almost two thirds of voters clearly voted for accession (66, 27%), which indicates the pro-European orientation of the citizens of the Republic of Croatia. However, such an attitude does not exclude the existence of fears and skepticism towards the European Union. In this paper, a part of the research results will be presented, which deals with the expectations and attitudes of the citizens of the Republic of Croatia upon accession to the European Union and the extent to which these expectations and attitudes have changed over time. The research was conducted during the first year of Croatia's membership in the European Union. The research sample of 4, 000 respondents was conducted in four cycles (July 2013, November 2013, March 2014, July 2014) and collected the most important answers related to this issue. The research shows how the citizens of the Republic of Croatia perceive the European Union, what they fear the most, and what they hope for the most when joining the European Union, as well as to express some of their views on topics that were frequent in public debates Croatia to join the European Union or not?

Disertacija se bavi percpecijom Europske unije u hrvatskoj javnosti tijekom prve godine članstva (srpanj 2013. - srpanj 2014.). U teorijskom dijelu rada objedinjuje različite, interdisciplinarne pristupe razumijevanju identiteta i imidža Europe, funkcioniranja Europske unije kao zajednice država i naroda, s jedne strane, ali i birokratskog aparata u Briselu, s druge. Istodobno pruža kvalitetan uvid u nastanak i razvoj europske ideje, odnosno europskog zajedništva kroz sve njegove povijesne mijene i političke izazove. Također, donosi široku analizu važnosti identiteta i imidža u suvremenim međunarodnim odnosima s posebnim fokusom na različite teorijske koncepte, ali i praktične pokušaje upravljanja nacionalnim identitetom i imidžom, odnosno stvaranja nacionalnih brendova. Posebno analizira hrvatski pristupni put do članstva u EU. U empirijskom dijelu autor je proveo četiri vala istraživanja javnog mnijenja u Hrvatskoj kako bi istražio percpeciju Europske unije u hrvatskoj javnosti, te je proveo analizu sadržaja medijskih izvješataja o Europskoj uniji u hrvatskim dnevnim listovima.

Turizam je jedna od najbrže rastućih industrija u svijetu, te predstavlja vrlo važan ekonomski i društveni resurs za veliki broj zemalja. Njegov razvoj doveo je do segmentacije ponude pa tako danas jednu od njegovih najvažnijih sastavnica – turizam baštine, djelimo na brojne podvrste koje se obraćaju specifičnim publikama. Tako je oživljavanje viteških igara u cilju poboljšanja turističke ponude raširen globalni trend zadnja dva desetljeća. Svrha ovoga rada je prikazati važnost interdisciplinarnog pristupa (historiografija, etnologija, implementacija novih tehnologija) kod razvijanja ovog podtipa turističke ponude kako bi se komunicirajući prema potencijalnom turistu pomirile ambicije da se bude atraktivan i autentičan. Također, da bi se turiste uspješno odvelo u doba renesanse ili slavnih bitaka svoga kraja lokalno stanovništvo mora prije toga biti identitetski saživljeno s narativom koji se prezentira. Festivalizacija baštine daje priliku turističkom razvoju nekog kraja, ali predstavlja i opasnost od trivijalizacije povijesno- kulturnog nasljeđa. Rad, analizirajući nekoliko primjera ovog tipa turističke ponude u Hrvatskoj, pokušava odrediti koncepcijske sličnosti i razlike među njima. Autori također propituju kako globalni projekti, kao što je mega-popularna serija „Igra prijestolja“ čije su pojedine „povijesne“ scene snimane u Hrvatskoj, utječu na lokalnu turističku ponudu i da li taj fenomen popularne kulture ukazuje na neke buduće trendove u turizmu.

Tourism as one of the fastest growing sectors in the globalized world represents a very important economic and social resource for a large number of countries, regions and cities. Like all other sectors in the globalized world, tourism also is not invincible and immune to the crisis. Terrorist attacks, natural disasters, technological accidents and technical failures, the irresponsibility of the individual or collective, health crisis, economic crisis and political crisis can be a cause of a crisis in tourism. Considering that, in order to ease the crisis, it is necessary to be prepared in advance and to have developed methods of communication during crisis. Such thing (s) may reflect on the future activities in the tourism sector, regardless of whether we speak about tourist offices, hotels and other accommodation, social community and all other stakeholders involved in tourism. The importance of crisis communication in tourism, as well as the most common types of crises and crisis communication in tourism, is the purpose of this paper. As a reminder, Spanish tourism, as a fast growing sector, in the last 40 years until today, represents one of most the important tourist markets and areas world

Opera Nikola Šubić Zrinski autora Ivana pl. Zajca dijelo je koje godinama čini sastavni dio hrvatskih kazališnih repertoara i uvijek iznova izaziva interes javnosti i medija. Sadržaj opere opisuje pogibiju jednog od najpoznatijih predstavnika hrvatske aristokratske obitelji Zrinski nakon dugotrajne turske opsade grada Sigeta 1566. godine (NSK, 2012). Svijesni smo veličine i značaja ovog hrvatskog velikana (Skoko, 2014) stoga o ovom dijelu različite društvene skupine nastoje donijeti neku svoju interpretaciju. Kroz stoljeća Hrvatska se borila za svoju samostalnost, a jednako tako branila se i od osvajača kojima je Hrvatska bila zanimljiva. Međutim, sve su te borbe i težnje kroz povijest iznjedrile određene velikane koji su trajno ostali zapisani u našu, ali i svjetsku povijest. Jedan od znamenitih i na daleko poznatih hrvatskih velikana jest upravo Nikola Šubić Zrinski koji do današnjih dana ostaje neizostavna tema posebice kod velikih sportskih nadmetanja. Iako se stječe dojam kako je teško povjerovati da su upravo navijačke skupine sklone slušanju te interpretiranju opernih dijela, evidentno je kako su dva pokliča „U boj, u boj“ te „Za dom“ postali neizostavni dio navijakče kulture. Popularnosti pokliča prisutno je gotovo kod svakog sportskog ogleda, posebice kod nogometnih natjecanja, čime se dodatno daje motivacija i podrška s tribina igračima na terenu. Upravo su zbog pokliča „Za dom“ institucije Republike Hrvatske te navijačke skupine puno puta do sada bile kažnjavane, pa iako se navijačke skupine uvijek pravdavaju kako je riječ o starohrvatskom pozdravu iz opere Nikole Šubića Zrinskog, medijska interpretacija pokazuje diskrepanciju upravo iz razloga što se poklič koristio i godinama kasnije kada je dobio jednu sasvim drugu konotaciju. Najpoznatiji slučaj navijačke kulture koji se veže uz nogometaše, navijače i poklič „Za dom“ jest onaj Josipa Šimunića (HNS, 2016.). Upravo ćemo kroz metodu studije slučaja prikazati ovu problematiku te javno – medijsko oblikovanje navijačke kulture. Koliko su pokliči Zrinskog popularni dokazuje i činjenica da ih koristi Hrvatski nogometni savez i kod službene najave na svojim mrežnim stranicama: “U boj, u boj:Hrvatska vjeruje u uspješno otvaranje“ (HNS, 2016) stoga će nam ovakvi primjeri poslužiti kod analize diskursa kako bismo prikazali javno medijsku percepciju navijačke kulture i povezanost s navedenim pokličima. Istraživanje ćemo potkrijepiti kvalitativnom metodom intervjua te ćemo rad zaključiti anketom provedenom među navijačim skupinama gdje ćemo nastojati dati odgovor koliko su zapravo navijači upoznati sa značajem ovoga velikana te kontekstom navedenih pokliča.

Today, in 21th century when many destinations try to manage with own identity and image to achieve bigger income and other benefits. For that it is necessary competitive identity, as Simon Anholt called it, as well as tourism which is by him most 'loudest' and powerful channel of communication. To gain competitive identity that will be communicated through tourism is usually done using the power of culture - either popular culture or cultural heritage. As all destinations have his own history and specific cultural heritage, cultural heritage can be advantage for many destinations if they can recognize its uniqueness and advantages comparing to other competing destinations. The purpose of this paper is to see whether the cultural heritage is enough strong trump to set the city of Zadar (Croatia) as a city which could build their tourism brand on cultural heritage. The city of Zadar is a city with a very long and turbulent history which can provide to the city to create competitive identity. So far, Zadar achieves positive results within the context of Croatian tourism, but the question is whether and how to achieve even better results? The results obrained from the questionnaires will show us how powerful is cultural heritage of Zadar to attract tourists to Zadar and what tourists think about cultural heritage in Zadar.

Throughout history they have been generated topois or platitudes shall identify and designate territories and societies. Topical stories that do not always conform to reality, but which have served to spread it. So according to various reasons, the collective imagination that while maintaining its essence, be rearticulating to suit different socio-economic parameters, such as the phenomenon of globalization. One of the main signs and even engines it can be placed on the Internet, in this sense, has operated no longer a simplification of reality reference, but of collective or platitudes about countries and cities imaginary, turning them into real brands they interact and compete with each other in the social macroespacio emerging. That is, whatever the profile of the tourist and the selected destination in its bid ; one of its activities will focus on the visit of the icon, that could well be defined as its global logo. Therefore, this study focuses on the analysis of the images of two tourist destinations of great relevance: Cadiz in Spain and Zadar in Croatia, through a comparative analysis of the images included in the institutional portals of these two cities, in order collect and classify the selection of images that both institutions make to launch its global offering, and to assess the profitability of the proposed positioning.

Rad se bavi fenomenom brendiranja država. Analizira se svrha, načini i učinci procesa s jedne strane te percepcija i vrednovanje država kao brendova s druge strane. Pritom je naglasak na državama kao turističkim brendovima te se posebno istražuje međuovisnost procesa brendiranja i razvoja turizma, odnosno uloga turističke ponude i promocije u stvaranju brenda države. U tom kontekstu autori analiziraju četiri vodeća indeksa, odnosno institucije koje se bave vrednovanjem i rangiranjem država brendova – Nation Brand Index Simona Anholta, FutureBrand: Country Brand Index, Brand Finance i Bloom Consulting, kako bi otkrili zašto i kako pojedine države postaju brendovi te što utječe na promjenu njihova rejtinga, odnosno popularnosti. Pritom autori zaključuju kako je turistička ponuda tek jedan od segmenata koji pridonose snazi brenda te kako je brend države dugoročno neodrživ ukoliko se temelji samo na turističkoj ponudi bez drugih pozitivnih ekonomskih pokazatelja. Prateći aktualne trendove u turizmu i turističkoj promociji, autori posebno analiziraju iskustva iz Azije, koja posljednjih godina stvara najveći broj novih brendova u turizmu i bilježi kontinuirani rast broja posjeta i prihoda. Hrvatsku ocjenjuju kao turistički brend u razvoju, koji je prepoznatljiv na razini Europe, ali nedovoljno na globalnoj razini, te čiji su ključni adut uglavnom prirodne ljepote., The paper deals with the phenomenon of nation branding and analyses the purpose, methods and effects of branding on the one hand, and evaluating nations as brands on the other. In doing so, the emphasis is laid on nations as tourist brands, especially the interdependence of the branding process and tourism development, that is, the role of tourist offer and promotion in the creation of a nation brand. In this context, the authors analyse four leading indices, that is, institutions that deal with evaluating and ranking nation brands – Simon Anholt’s Nation Brand Index, Country Brand Index from Future Brand, Brand Finance and Bloom Consulting in order to discover how certain nations become brands, and how this impacts their rating, that is, popularity. The authors conclude that tourist offer is only one of the segments that contribute to brand strength and that the nation brand is unsustainable in the long term if it is based only on the tourist industry without other positive economic indicators. Following current trends in tourism and tourism promotion, the authors particularly analyse the experiences from Asia, which in recent years has created the largest number of new brands in tourism and recorded continuous growth in the number of visits as well as continuous revenue growth. Croatia is considered a developing tourism brand, recognised at the European level, but still insufficiently on the global scale, whose key asset is for the most part its natural beauty.

With its continued growth in the past few decades, tourism has become one of the fastest growing economic sectors in the world. Equally, tourism is one of most important sources of income for many countries in the world. According to Simon Anholt (2009, 24), tourism is one of the loudest promotional channels for strengthening a country's image, implying that tourist boards have large budgets and competent market experts. Therefore, tourism as a promotional channel mainly depends on communication methods. Good communication with good communication channels, which is simultaneously focused on targeted stakeholders, provides easier and efficient realization of the set aims. During the past few years, the so-called “Zagreb Ringˮ achieved very successful results. This paper researches the three major tourist boards in the “Zagreb Ringˮ: Zagreb Tourist Board, Samobor Tourist Board and Zagreb County Tourist Board. The authors’ hypothesis is that online communication is neglected in comparison to offline communication, and the main reasons are lack of creativity, lack of integrated strategic communication and failure to recognize communication trends in tourism. Thus, the purpose of this paper is to examine the ways in which the mentioned tourist boards used offline and online communication, and the reasons for this. Both qualitative (content analysis and semi-structured interview) and quantitative (questionnaire) methods were used as research methodology in this paper. The authors are particularly interested in the awareness of selecting communication channels because it is a fact that recipients (stakeholders) differ significantly by age, communication habits, culture, and other characteristics.

Turizam je jedan od najbrže rastućih sektora u svijetu, te predstavlja vrlo važan ekonomski i društveni resurs za veliki broj država, regija i gradova. Poput bilo kojeg drugog gospodarskog sektora, tako ni turizam nije neranjiv u slučaju pojave krize. Prirodne katastrofe, tehnološke nesreće, tehnički kvarovi, teroristički napadi, neodgovornost pojedinca ili kolektiva te još mnogo toga može biti uzrok koji će prouzročiti krizu u turizmu. Kako bi se kriza što lakše prebrodili potrebno je za nju biti pripremljen i unaprijed imati razrađene metode za komuniciranje tijekom krize. Ovisno o tome kako ćemo odgovoriti na krizu, o tome može uvelike ovisiti buduća djelatnost pojedinog subjekta u turizmu, neovisno govorimo li o turističkim zajednicama, prijevoznicima, hotelima i ili nekim drugim dionicima koji sudjeluju u turizmu. Svrha ovoga rada je prikazati važnost kriznog komuniciranja u turizmu, kao i najčešće vrste kriza i kriznog komuniciranja u turizmu. Također, autori donose primjere kriznog komuniciranja u turizmu iz svjetske i hrvatske prakse.

This paper deals primarily with keywords in political and public speeches of Croatian politicians and their impact on voters throughout the campaign for elections to the European Parliament. We have analyzed the survey results, and compared them with speeches of six elected candidates for the European Parliament, according to six keywords in the field of economics, culture, science, education, health and welfare. The issues that the public considers politicians should talk about and what politicians are really saying in their speeches, according to research, do not coincide. Also, areas such as education and science are neglected in political communication. This is a continuation of research into the discrepancies in the perception of the public political speech, in relation to political communication and understanding of the current situation and predicts possible directions of further development of political communication in Croatia.

U sedmom veku, Hrvati su naselili istočni obalu Jadranskog mora. Kroz hrvatsku istoriju, postojali su razni kulturološki utjecaji na hrvatsku kulturu od strane različitih kultura i nacija kao što su Rimljani, Iliri, Mađari, Osmanlije, Nemci, i drugi. Također, kroz sve to vreme Hrvati su koristi tri različita pisma (latinicu, ćirilicu i glagoljicu), kao i nekoliko različitih jezika (latinski, slavenski, hrvatski, mađarski, talijanski, nemački, itd.). Kao posledica toga, hrvatski kulturni identitet predstavlja jedinstven mozaik koji je obeležen raznovrsnom mešavinom istočnjačke (orijentalne) i zapadnjačke kulture, okupljajući narode iz svih krajeva Jugoistočne Evrope. To je razlog zašto je teško definisati hrvatski kulturni identitet, koji se uveliko razlikuje u svakoj njezinoj regiji. Cilj ovoga rada jest prikazati obeležja hrvatskog kulturnog identiteta, koji ima sve veći utecaj na hrvatsku turističku ponudu.

Rad se bavi važnošću brendiranja u suvremenim međunarodnim odnosima. Naime, na izrazito konkurentskom tržištu države, regije i gradovi međusobno se natječu kako bi privukli međunarodnu pozornost, turiste, ulagače, kupce svojih proizvoda ili pak smanjili broj neprijatelja. Pritom nastoje upravljati vlastitim identitetom i imidžom, odnosno brendirati se, koristeći marketing, odnose s javnošću, javnu diplomaciju i druga komunikacijska sredstva. U tom kontekstu rad analizira snagu filma u jačanju i promjeni imidža država, regija i gradova. Autori navode primjere mnogobrojnih država koje su iskoristile film kako bi stekle popularnost, odnosno jačale ili pak mijenjale uvriježene percepcije. Također analiziraju fenomen vanjskog brendiranja, odnosno slučajeve kad filmovi utječu na imidž pojedine države ili naroda, neovisno o njihovoj volji. Posebnu pozornost posvećuju ulozi tema i filmskih žanrova u promociji država, regija i gradova.

Cilj ovog rada bio je istražiti kako novinari percipiraju vlastitu autonomiju na temelju svojih iskustva i stavova. Empirijski podaci su prikupljeni kvalitativnom metodom polustrukturiranog intervjua. U istraživanju je sudjelovalo pet novinara koji imaju iskustva rada u tiskanim i digitalnim medijima. Analizom rezultata istraživanja zaključeno je kako intervjuirani novinari smatraju da imaju visoku razinu autonomije u svome radu. Također, ispitanici autonomiju smatraju veoma važnom za svoj rad uzi poštivanje etičkih normi i profesionalnih standarda. Što se tiče sigurnosti novinara, kao primjere njenog ugrožavanja novinari navode govor mržnje na društvenim mreža. Kao glavne izvore utjecaja i pritisaka na svoj rad, intervjuirani novinari spominju: oglašivače, političare te utjecaj digitalne tehnologije. Uspoređujući tiskane i digitalne medije nailazimo na glavne razlike kao što su forma i sadržaj vijesti te važnost brzine prenošenja informacija., The aim of this paper was to investigate how journalists perceive their own autonomy based on their experience and attitudes. Empirical data were collected using the qualitative method of a semi-structured interview. Five journalists with experience working in print and digital media participated in the research. The analysis of the research results concluded that the interviewed journalists believe that they have a high level of autonomy in their work. Also, respondents consider autonomy to be very important for their work, as well as respect for ethical norms and professional standards. As for the safety of journalists, journalists cite hate speech on social networks as examples of its endangerment. As the main sources of influence and pressure on their work, the interviewed journalists mention: advertisers, politicians and the influence of digital technology. Comparing printed and digital media, we come across major differences such as the form and content of news and the importance of the speed of information transmission.

Cilj provedenoga istraživanja bio je doprinijeti dodatnim podacima već postojećim istraživanjima o greenwashingu te podići svijest potrošača i educirati ih o problematici. Istraživanje je provedeno u kontekstu greenwashinga u modnoj industriji te je obuhvatilo dvije kompanije, H&M i Zaru. Istraživalo se primjenjuju li kompanije iz modne industrije greenwashing te na koji ga način primjenjuju. U istraživanju je korištena metoda analize sadržaja. Istraživala su se dva aspekta kompanija, njihovi Izvještaji o poslovanju i održivosti iz 2021. godine te web-stranice, odnosno dijelovi web-stranica kompanija posvećeni održivosti. Rezultati istraživanja pokazali su da je u poslovanju i komunikaciji obiju kompanija prisutan greenwashing te da, samim time, kompanije ne posluju društveno odgovorno., The goal of the conducted research was to contribute with additional data to already existing research on greenwashing and to raise consumer awareness and educate them about the issue. The research was conducted in the context of greenwashing in the fashion industry and included two companies, H&M and Zara. It was investigated whether companies from the fashion industry apply greenwashing and in what way they apply it. The content analysis method was used in the research. Two aspects of the company were investigated, their Business and Sustainability Reports from 2021 and the websites, i.e. parts of the company's website dedicated to sustainability. The research results showed that greenwashing is present in the operations and communication of both companies and that, at the same time, the companies do not operate socially responsibly.

Cilj provedenoga istraživanja bio je doprinijeti dodatnim podacima već postojećim istraživanjima o greenwashingu te podići svijest potrošača i educirati ih o problematici. Istraživanje je provedeno u kontekstu greenwashinga u modnoj industriji te je obuhvatilo dvije kompanije, H&M i Zaru. Istraživalo se primjenjuju li kompanije iz modne industrije greenwashing te na koji ga način primjenjuju. U istraživanju je korištena metoda analize sadržaja. Istraživala su se dva aspekta kompanija, njihovi Izvještaji o poslovanju i održivosti iz 2021. godine te web-stranice, odnosno dijelovi web-stranica kompanija posvećeni održivosti. Rezultati istraživanja pokazali su da je u poslovanju i komunikaciji obiju kompanija prisutan greenwashing te da, samim time, kompanije ne posluju društveno odgovorno. The goal of the conducted research was to contribute with additional data to already existing research on greenwashing and to raise consumer awareness and educate them about the issue. The research was conducted in the context of greenwashing in the fashion industry and included two companies, H&M and Zara. It was investigated whether companies from the fashion industry apply greenwashing and in what way they apply it. The content analysis method was used in the research. Two aspects of the company were investigated, their Business and Sustainability Reports from 2021 and the websites, i.e. parts of the company's website dedicated to sustainability. The research results showed that greenwashing is present in the operations and communication of both companies and that, at the same time, the companies do not operate socially responsibly.

Punk se kao žanr u Velikoj Britaniji pojavljuje krajem 1970-ih godina te svoju najveću popularnost doživljava tada te tijekom 1980-ih godina. U tom periodu je inspirirao nekoliko društveno aktivističkih pokreta koji su se iskazali kao otpor rastućoj desnici, dok su i sami izvođači i pripadnici punk subkulture javno iskazivali mišljenja o tadašnjoj političkoj i društvenoj situaciji. Stoga ovaj rad za svrhu ima identificiranje motiva i tema koji se najviše pojavljuju u društveno-politički angažiranim britanskim punk pjesmama pojavom samog punk žanra i tijekom njegove najveće popularnosti u Velikoj Britaniji. Istraživanje je rađeno na 128 pjesama koje svojim sadržajem odgovaraju nekoj političkoj, socijalnoj ili ekonomskoj situaciji spomenutih perioda te su postale teme punk pjesama, a dio su albuma koji su postigli barem srebrnu nakladu. U istraživanju je korištena analiza sadržaja., Punk as a genre appeared in Great Britain at the end of the 1970s and experienced its greatest popularity then and during the 1980s. In that period, it inspired several social activist movements that expressed themselves as resistance to the growing right, while the performers themselves and members of the punk subculture publicly expressed their opinions about the political and social situation at the time. Therefore, the purpose of this work is to identify the motifs and themes that appear most in socio-politically engaged British punk songs with the emergence of the punk genre itself and during its greatest popularity in Great Britain. The research was done on 128 songs whose content corresponded to political, social, or economic situation of the mentioned periods and became the themes of punk songs and are part of albums that achieved at least a silver certification. Content analysis was used in the research.

Veganstvo je stil života poznat još od davnih dana, a u današnje doba ono je postalo trend koji ne nestaje, već bilježi stalni porast. Iza veganstva stoje jasno artikulirana načela i vjerovanja koja čine njegov identitet, a koji mu je omogućio vjerodostojnu osnovu da postane brend kojeg sve više ljudi prati jer vjeruju da će ne konzumacijom životinjskih proizvoda bilo koje vrste doprinijeti dobrobiti čovječanstvu, planetu i životinjama. Budući da je danas sve moguće brendirati, tako je i veganstvo postalo brend koji ima svoju priču, ispunjava obećanja i pobuđuje duboke emocije. Poznate i ugledne osobe su najbolji ambasadori brendova jer imaju značajan utjecaj na javno mnijenje. Stoga, kako bi se istaknuo značaj procesa brendiranja, cilj ovog rada je istražiti na koje su načine celebrityji pridonijeli jačanju veganstva kao brenda. Studijom slučaja dobiven je uvid u strategije i taktike poznatih osoba prilikom promoviranja veganstva te razloge zbog kojih su one postale vegani. U svrhu detaljnijeg shvaćanja slučaja, rad donosi i analizu sadržaja hrvatskih najčitanijih portala kojom se analizirao imidž veganstva u hrvatskom medijskom prostoru te povezanost poznatih osoba s veganstvom na hrvatskim mainstream portalima. Rezultati provedenog istraživanja mogu pružiti kvalitetan kontekst budućim istraživanjima veganstva, ali i pomoći upravljačima brendova u usmjeravanju komunikacije pri samom procesu brendiranja., Veganism has been a lifestyle known since ancient times, and nowadays, it has become a trend that is not disappearing, but it is constantly growing. Behind veganism are clearly articulated principles and beliefs that make up its identity, which has provided him a credible basis to become a brand that more and more people follow because they believe that the non-consumption of animal products of any kind will contribute to the well-being of humanity, the planet and, animals. Since it is possible to brand everything today, veganism has become a brand that contains its own story, fulfills promises, and arouses deep emotions. Famous and honorable people are the best ambassadors of brands because they possess a significant influence on public opinion. Hence, to highlight the importance of the branding process, this paper aims to explore how celebrities have contributed to strengthening veganism as a brand. The case study provided insight into the strategies and tactics of celebrities in promoting veganism and the reasons why they became vegans. To understand the case in more detail, the paper presents a content analysis of Croatia's most widely read portals, which analyzes the image of veganism in the Croatian media space and the connection of celebrities with veganism on Croatian mainstream portals. The research results can provide a quality context for future research on veganism, but also help brand managers in directing communications in the branding process.

Svrha ovog rada je bila putem analize indeksa koji rangiraju brend države, prikazati snagu brenda Hrvatske. Analiza indeksa omogućila je da se korištenjem različitih izvora i metodologija, koji su specifični za svaki indeks dobije ideja koliko je brend Hrvatske jak i prepoznat u svijetu. Brendiranje je danas raširena pojava koji nije zaobišla ni lokacije i zemlje, zahvaljujući činjenici da prepoznatljiv brend ima mnogo prednosti za zemlju koju predstavlja. Jak brend ima ekonomske i političke prednosti, stoga predstavlja veliku priliku za zemlju koja razumije proces izgradnje svojeg imidža i predstavljanja sebe u svijetu, te koja kontinuirano radi na tome. Hrvatska ima još neostvareni potencijal u brendiranju sebe kao nešto više od turističke destinacije, što je analize indeksa i pokazala. Snaga hrvatskog brenda leži uglavnom u turizmu, što ju čini podložnu slabljenju brenda ukoliko ta grana gospodarstva iz nekog razloga oslabi. Najsnažnije svjetske zemlje kada je brend u pitanju su izgradile svoj imidž na više stabilnih i jakih temelja, i dominiraju u mnogim društvenim sferama. Iz tog razloga potrebno je raditi na brendiranju, i iskoristiti hrvatsku turističku moć za građenje brenda i na drugim poljima, kao što su to napravile najbolje rangirane zemlje., The main goal of this paper was to show the strength of Croatia's brand, by analyzing different indexes that rank a country’s brand. Analyzing those indexes allowed the use of different sources, all of which have different focus and methodology, and using the results of that analysis to try and get an idea how strong and recognizable Croatia’s brand is in the world. Branding is a widespread practice in this day and age, and it can be applied to both locations and whole countries, owing to the fact that a recognizable brand holds a lot of advantages for a country. A powerful brand ha both economic and political benefits, so it represents a big opportunity for a country that understands the process of creating an image and representing itself on the world’s stage and continues to work on perfecting it. Croatia still has an untapped potential in the field of branding itself as something more than just a recognizable tourist destination, which was show by the results of index analysis. The main strength of Croatia’s brand lies in its tourism sector, and should that sector for any reason experience certain difficulties, the whole brand is exposed to weakening. The strongest country brands have built their image on numerous strong foundations, and they dominate in a lot of various societal operations. For that reason, it is important to continue working on Croatia’s brand, and use that big tourist draw to expand and create new aspects of the brand, just as the best ranked countries have done.

Dolazak modernog doba i pojava novih trendova utjecali su i na turizam, a naročito na interese modernog turista. Turističke destinacije razvile su jednaku ponudu. Turist u moru turističkih proizvoda ne može prepoznati posebnost mjesta, pa ni upoznati kulturu i tradiciju određenog područja. S druge strane, mala naselja na jadranskoj obali ne obiluju turističkom ponudom, ali su autentična i posebna, a jedino što nude su prirodne ljepote i svoj „karakter“. Cilj ovog istraživačkog rada bio je kroz metodu ankete analizirati zadovoljstvo ponudom malih naselja na primjeru mjesta Martinšćica na otoku Cresu. Kroz četiri istraživačka pitanja pokazalo se kako su prirodne ljepote i gostoljubivo stanovništvo prednosti ponude, dok su nedostaci slaba ponuda sportskog i zabavnog sadržaja. Osim toga rezultati su pokazali da bi osobe koje imaju bilo kakvu poveznicu s malim mjestom, boravile u mjestu kad bi se razvilo u veliku destinaciju, ali i da smatraju kako su prirodne ljepote i „karakter“ malih mjesta ono što čini njihov brend. Mala mjesta na jadranskoj obali se mogu brendirati na temelju onog što nude i što ih čini jedinstvenima na tržištu. Bilo kakav pokušaj masovnog turizma rezultirao bi uništavanjem njihovog identiteta, koji već sada čini brend., Modern age and new trends have also influenced tourism, and especially the interests of modern tourists. Tourist destinations have developed an equal offer. A tourist in the sea of tourist products cannot recognize the uniqueness of a place, also he cannot get to know the culture and tradition of a certain area. On the other hand, small places on the Adriatic coast do not have a wide offer, but they are authentic and special, and the only thing they offer are natural beauties and their "character". The aim of this research work was to analyze the satisfaction with the offer of small places through the method of an online pool on the example of place Martinšćica on the island of Cres. With four research questions, it was shown that the natural beauties and local population are the advantages of the offer, while the disadvantages are the weak offer of sports and entertainment content. Also, the results showed that people who have any connection with a small places would stay in the certain place if it would be developed into a large destination, but also that they believe that the natural beauty and "character" of small places is what makes their brand. Small places on the Adriatic coast can be branded based on what they offer and what makes them unique in the market. Any attempt at mass tourism would result with the destruction of their identity, which is already the brand.

Osobno brendiranje sve je više popularno u svijetu te se sve više primjenjuje bilo da se radi o ljudima, proizvodima, uslugama ili tvrtkama. Samopromocija jedna je od važnih alata i strategija u marketingu da bi nešto bilo popularnije i privlačnije ljudima, odnosno publici. Ono što je specifično kod poznatih i slavnih osoba je to što su stalno pod povećalom javnosti i prisutni u medijima, a upravo takav život je imala pjevačica Britney Spears koja je bila prva meta paparazza i tabloida. Njezin život se promatrao kroz stalnu kritiku, ne štedeći ju bez obzira na godine i neiskustvo. Ona je odličan primjer kako talentirana osoba može izgraditi dobar imidž, ali jednako tako ga i srozati. U ovom radu analiziran je način na koji je Britney Spears stvorila osobni brend, u čemu leži tajna njezinog brenda te može li povratiti snagu brenda kao što je bio na početku karijere. Koristeći kvalitativnu metodu intervjua dobiven je uvid u snagu njezinog osobnog brenda prije 25 godina i danas., Personal branding has become increasingly popular in the world and is one of the methods used to brand people, products, services and companies. Self-promotion is an important tool and strategy in marketing, used to increase the popularity and attraction of a subject among the general population, or more accurately, a particular audience. What is specific to celebrities is the fact that they live their lives in front of the public, under a magnifying glass. One such example is Britney Spears, a singer who was one of the first celebrities to become a major target of the paparazzi and the tabloids. Her life was constantly questioned and criticized, without taking into account her age and her lack of experience. She is an excellent example of how a talented individual can build up a good image, as well as how they can tear it down. This thesis is an analysis of the way in which Britney Spears has managed to create her personal brand and whether or not she could restore her brand to its former glory. Using the qualitative interview method, we have gained an insight into her personal brand as it was 25 years ago and as it is today.

U ovom radu se praćenjem komunikacije Konzuma, Lidla i SPAR-a nastojala prikazati njihova uspješnost u tome. Kako bi se došlo do tih podataka, korištene su dvije metode: online anketni upitnik i analiza sadržaja. Cilj je bio pronaći odgovore na pitanja o tome koje su glavne značajke vodećih trgovačkih lanaca u komunikaciji putem društvenih mreža te koje su glavne razlike u strateškoj komunikaciji između trgovačkih lanaca na društvenim mrežama. U online anketnom upitniku sudjelovale su 94 osobe, a upitnik je bio dostupan za rješavanje u periodu od 10. svibnja 2022. do 9. lipnja 2022. Rezultati su pokazali da ispitanici u najvećoj mjeri na društvenim mrežama prate Konzum i Lidl, a glavni razlog zbog kojega ih prate je kako bi saznali trenutne akcije. Anketni upitnik je pokazao da se ispitanicima najviše sviđa Lidlov službeni profil i na Facebooku i na Instagramu. Analiza sadržaja provedena je za razdoblje od 1. travnja 2022. do 1. lipnja 2022., a rezultati su pokazali da Lidl ima najviše objava u tom periodu te da ima najveći broj likeova i komentara. Konzum je u svojim objavama najviše poticao na interakciju s korisnicima., In this paper, by monitoring the communication between Konzum, Lidl and SPAR, we tried to show their success in that. To obtain this data, two methods were used: an online survey questionnaire and a content analysis. The aim was to find answers to questions about what the main features of leading retail chains in communication through social networks are and what are the main differences in strategic communication between retail chains on social networks. 94 people participated in the online survey questionnaire, and the questionnaire was available for solving in the period from May 10, 2022, to June 9, 2022. The results showed that the respondents mostly follow Konzum and Lidl on social networks, and the main reason for which they follow is to find out current actions. The survey questionnaire showed that respondents liked Lidl's official profile the most on both Facebook and Instagram. Content analysis was conducted for the period from April 1, 2022, to June 1, 2022, and the results showed that Lidl has the most posts in that period and has the largest number of likes and comments. In its announcements, Konzum mostly encouraged interaction with customers.

Poput drugih umjetničkih i kulturnih institucija, i Koncertna dvorana Vatroslava Lisinskog suočava se s izazovima digitalizacije i starenjem publike. Mlađa publika u malom broju odlazi na programske sadržaje u dvoranu Lisinski. U ovom radu nastoji se istražiti koji su razlozi otuđenosti mladih od klasične glazbe ili nezaintersiranosti za istu, koliko često i s kime mladi najčešće odlaze u Lisinski i što bi ih potaknulo da češće posjećuju Lisinski. Nastoje se razviti taktike i strategija komunikacije Koncertne dvorane Vatroslava Lisinskog prema mladima koje idejno mogu pomoći i drugim kulturnim institucijama u dopiranju do mlađe publike., Like other art and cultural institutions, the Vatroslav Lisinski Concert Hall faces the challenges of digitalization and its aging audience. According to this paper, younger people rarely go to concerts and plays in the Lisinski Hall. Furthermore, this paper tries to explore the reasons for young people's detachment from classical music or lack of interest in it, as well as how often and with whom young people most often go to Lisinski and what would encourage them to visit Lisinski more often. It also tries to develop communication tactics and strategies for the Vatroslav Lisinski Concert Hall towards young people, which can functionally help other cultural institutions in reaching a younger audience.

Diplomski rad „Navike čitanja i informiranja korisnika Gradske knjižnice Ivan Goran Kovačić u vrijeme pandemije COVID-19“ istražuje koliko su korisnici tijekom 2020. i 2021. godini koristili usluge knjižnice. Za vrijeme pandemije, u 2020. i 2021. godini, karlovačka knjižnica, kao i ostale u Hrvatskoj, suočile su se sa izazovima u poslovanju i komunikaciji sa korisnicima. Karantena, a zatim i epidemiološke mjere otežale su rad knjižnice. U uvodnom dijelu rada objašnjeno je značenje i kontekst čitalačkih navika, knjižnice, pandemije COVID-19, a jedno se poglavlje osvrće i na Godinu čitanja. Ključan dio diplomskog rada je istraživanje učinjeno prema metodi intervjua s ravnateljicom i dijelom zaposlenika Gradske knjižnica Ivan Goran Kovačić u Karlovcu. Analizirani su odjeli knjižnice, promidžba i odnos prema korisnicima tijekom 2020. i 2021. godine. Zaključci istraživanja su da je Gradska knjižnica u Karlovcu tijekom pandemije COVID-19 izgubila dio korisnika, ali unatoč smanjenju, članovi su više koristili usluge knjižnice. Početak pandemije bio je izazovan za knjižničare i korisnike, a kako bi se osigurali što bolji epidemiološki uvjeti, karlovački knjižničari organizirali su drive-in sustav posudbe knjiga i COVID karantenu za vraćene knjige. Tijekom 2020. i 2021. godine društvene mreže pokazale su se kao brz i jednostavan kanal za komunikaciju sa korisnicima. Knjižnica je tijekom pandemije COVID-19, a usprkos zahtjevnim uvjetima rada, dokazala kako se može približiti svojim korisnicima., The diploma thesis " Reading and Informing Habits of Users of the Ivan Goran Kovačić City Library During the COVID-19 Pandemic " investigates the extent to which users used library services in 2020 and 2021. During the pandemic, in 2020 and 2021, the library in Karlovac, like others in Croatia, faced challenges in business and communication with users. Quarantine and then epidemiological measures made the work of the library difficult. The introductory part of the paper explains the meaning and context of reading habits, the library, the COVID-19 pandemic, and one chapter reviews the Year of Reading. The key part of the diploma thesis is the research conducted using the interview method with the director and part of the staff of the City Library Ivan Goran Kovačić in Karlovac. The library's departments, publicity and attitude towards users during 2020 and 2021 were analyzed. The conclusions of the research are that the Karlovac City Library lost some of its users during the COVID-19 pandemic, but despite the reduction, members used the library's services more. The beginning of the pandemic was challenging for librarians and users, and in order to ensure the best possible epidemiological conditions, librarians from Karlovac organized a drive-in book loan system and a COVID quarantine for returned books. During 2020 and 2021, social networks proved to be a fast and simple channel for communicating with users. During the COVID-19 pandemic, despite the demanding working conditions, the library proved how it can get closer to its users.

Brendovi i brendiranje pojmovi su koji se sve češće susreću u našoj modernoj svakodnevici. Promatrajući odnose s javnošću i njihov utjecaj u turizmu, nemoguće je ne primijetiti važnost brendova – posebno brendiranja turističkih destinacija. Ovaj rad bavi se upravo načinima i odrednicama brendiranja turističke destinacije – u ovom slučaju Staroga Grada na otoku Hvaru. Destinacija više nije samo grad uz more, već potpuni turistički doživljaj obogaćen jedinstvenom ponudom i atrakcijama. Osnovni cilj istraživanja bio je dokazati da uz iskorištavanje postojećih potencijala, Stari Grad može postati prepoznatljiva turistička destinacija. Rad je utemeljen na dvije ankete – jedna namijenjena lokalnom stanovništvu kako bih se ustanovio identitet mjesta, a druga namijenjena posjetiteljima Staroga Grada kako bi se ustanovio njegov imidž. Zahvaljujući odgovorima ispitanika, osmišljena je strategija kojom bi se ispunili postavljeni ciljevi, a uz strategiju i niz taktika kojima bi Stari Grad postigao svoj potpuni potencijal. Također, brendiranje Staroga Grada kao turističke destinacije unaprijedilo bi kvalitetu života lokalne zajednice na otoku., Brands and branding process are terms that are increasingly encountered in our modern, everyday life. Looking at public relations and their impact on tourism, it is impossible not to notice the importance of brands - especially the process of branding tourist destinations. This paper deals with the ways and determinants of branding a tourist destination - in this case Stari Grad on the island of Hvar. The destination is no longer just a town by the sea, but a complete tourist experience enriched with a unique offer and attractions. The main goal of the research was to prove that by exploiting the existing potentials, Stari Grad can become a recognizable tourist destination. The paper is based on two surveys - one intended for the local population to establish the identity of the place, and the other intended for visitors of Stari Grad to establish its image. Thanks to the answers of the respondents, a strategy has been devised to fulfill the set goals, and in addition to the strategy, a series of tactics by which Stari Grad would reach its full potential. Also, branding Stari Grad as a tourist destination would improve the quality of life if the local community on the island.

Hrana i kuhinja postali su važni elementi u promociji i diferencijaciji turističkih odredišta. Brendiranje turističkog odredišta ima za cilj učiniti destinaciju privlačnijom i konkurentijom na turističkom tržištu. Hrana se može koristiti kao faktor u strategiji brendiranja destinacije, kako bi se stvorila konkurentnost kroz ponudu autentičnih lokalnih proizvoda. Svrha ovoga istraživanja je pokazati utjecaj koji gastronomija ima na turisičku posjećenost Južne Dalmacije. Istraživanje se odnosi na domaće turiste u Hrvatskoj, a zaključuje da Južna Dalmacija nudi bogatu autohtonu kuhinju koja doprinosi atraktivnosti regije i privlači domaće turiste da ju posjete., Food and cuisine have become an important element in promoting and differentiating tourist destinations. Destination branding has a goal of making the destination more attractive and competitive on the market. Food can be used as a factor in strategic branding of the destination while creating competitiveness through authentic local products offer. The aim of this paper is to show the impact of gastronomy on tourist arrivals in South Dalmatia. The research is based on Croatian tourists and concludes that Southern Dalmatia offers a rich autochthonous cuisine which contributes to the attractiveness of the region and lures tourists to visit it.

Gastronomija nekog prostora jedna je od temeljnih odrednica kulture i zajedničkih vrijednosti naroda koji na tom prostoru obitava. Ukoliko se njome pravilno upravlja, ona može postati i slika koja predstavlja taj narod u očima drugih kultura. To se postiže pažljivim upravljanjem imidža i procesom brendiranja. Na taj način su nastale neke od najjačih spona između hrane i kulture koju predstavljaju – poput pizze i Italije, sushi u Japanu te hamburgera sa Sjedinjenim Američkim Državama. Takva povezanost rezultira boljim međunarodnim imidžem, što se pozitivno odražava na različite sektore poput proizvodnje, ugostiteljstva i turizma. Zbog toga je cilj ovog diplomskog rada utvrditi postoje li u Hrvatskoj preduvjeti za proces brendiranja gastronomije, zatim kakav je potencijal hrvatske kuhinje u odnosu na ostale gastro-sile, njene prednosti i nedostatci, i finalno, koje se promjene moraju dogoditi na institucionalnom, restoraterskom, ekonomskom i drugim planovima kako bi se otvorio prostor za emancipaciju hrvatske gastronomije. Koristeći polustrukturirani intervju, konzultirano je pet stručnjaka iz područja gastro-novinarstva, kulinarstva, ugostiteljstva i marketinga te kvalitativnom analizom njihovih odgovora formirala se predodžba o trenutnom stanju hrvatske gastronomije, kao i o njenoj mogućoj budućnosti. Rezultati su pokazali da hrvatska gastronomija ima velik potencijal za brendiranje, pogotovo uzimajući u obzir broj kvalitetnih sastojaka svjetske razine te različitost njenih geo-gastronomskih regija, no također da postoji velik broj promjena koje se moraju dogoditi na institucionalnom, marketinškom te zakonodavnom planu prije nego se takav proces pokrene., The gastronomy of an area is one of the core determinants of culture and collective values of a nation occupying that area. If properly managed, it can become the image which represents that nation in the eyes of other cultures. To achieve this, its image must be carefully curated alongside the process of branding. Some of the strongest bonds between food and the culture they represent were made this way – pizza and Italy, sushi in Japan and hamburgers with the United States of America. This sort of connection results in an improved international image, which reflects positively onto different sectors such as production, the hospitality industry and tourism. Therefore, it is the goal of this Master's thesis to determine if there are sufficient prerequisites in Croatia to support the process of gastronomy branding as well as its potential in relation to other gastronomic powers, it's strengths and weaknesses and, finally, the changes that would have to happen on an institutional, restaurant, economic and other levels to open up space for the emancipation of Croatian cuisine. Using a semi-structured interview, five experts from the fields of gastro-journalism, cookery, hospitality and marketing have been consulted and, using qualitative analysis, their answers formed an image of the current state of Croatian gastronomy and its possible future. The results have shown that Croatian gastronomy carries great branding potential, especially when considering the number of high quality ingredients and the variety of its geo-gastronomic regions, however, they've also shown that many changes must be made on institutional, marketing and legislative levels before such a process can be initiated.

Gastronomija nekog prostora jedna je od temeljnih odrednica kulture i zajedničkih vrijednosti naroda koji na tom prostoru obitava. Ukoliko se njome pravilno upravlja, ona može postati i slika koja predstavlja taj narod u očima drugih kultura. To se postiže pažljivim upravljanjem imidža i procesom brendiranja. Na taj način su nastale neke od najjačih spona između hrane i kulture koju predstavljaju – poput pizze i Italije, sushi u Japanu te hamburgera sa Sjedinjenim Američkim Državama. Takva povezanost rezultira boljim međunarodnim imidžem, što se pozitivno odražava na različite sektore poput proizvodnje, ugostiteljstva i turizma. Zbog toga je cilj ovog diplomskog rada utvrditi postoje li u Hrvatskoj preduvjeti za proces brendiranja gastronomije, zatim kakav je potencijal hrvatske kuhinje u odnosu na ostale gastro-sile, njene prednosti i nedostatci, i finalno, koje se promjene moraju dogoditi na institucionalnom, restoraterskom, ekonomskom i drugim planovima kako bi se otvorio prostor za emancipaciju hrvatske gastronomije. Koristeći polustrukturirani intervju, konzultirano je pet stručnjaka iz područja gastro-novinarstva, kulinarstva, ugostiteljstva i marketinga te kvalitativnom analizom njihovih odgovora formirala se predodžba o trenutnom stanju hrvatske gastronomije, kao i o njenoj mogućoj budućnosti. Rezultati su pokazali da hrvatska gastronomija ima velik potencijal za brendiranje, pogotovo uzimajući u obzir broj kvalitetnih sastojaka svjetske razine te različitost njenih geo-gastronomskih regija, no također da postoji velik broj promjena koje se moraju dogoditi na institucionalnom, marketinškom te zakonodavnom planu prije nego se takav proces pokrene. The gastronomy of an area is one of the core determinants of culture and collective values of a nation occupying that area. If properly managed, it can become the image which represents that nation in the eyes of other cultures. To achieve this, its image must be carefully curated alongside the process of branding. Some of the strongest bonds between food and the culture they represent were made this way – pizza and Italy, sushi in Japan and hamburgers with the United States of America. This sort of connection results in an improved international image, which reflects positively onto different sectors such as production, the hospitality industry and tourism. Therefore, it is the goal of this Master's thesis to determine if there are sufficient prerequisites in Croatia to support the process of gastronomy branding as well as its potential in relation to other gastronomic powers, it's strengths and weaknesses and, finally, the changes that would have to happen on an institutional, restaurant, economic and other levels to open up space for the emancipation of Croatian cuisine. Using a semi-structured interview, five experts from the fields of gastro-journalism, cookery, hospitality and marketing have been consulted and, using qualitative analysis, their answers formed an image of the current state of Croatian gastronomy and its possible future. The results have shown that Croatian gastronomy carries great branding potential, especially when considering the number of high quality ingredients and the variety of its geo-gastronomic regions, however, they've also shown that many changes must be made on institutional, marketing and legislative levels before such a process can be initiated.

U ovom radu istražuju se način brendiranja korporativnih kompanija u odnosu na personalizirane kompanije. Za potrebe istraživanja napravljen je teorijski okvir u kojem su definirane ključne teme poput brendiranja, društvenih mreža i influencera. Istraživanje se temelji na dva korporativna brenda – Schwarzkopf i Maybelline i dva personalizirana brenda – Gisou i Huda Beauty. Cilj je ustanoviti koliko su uspješne kompanije koje se tradicionalno smatraju tržišnim gigantima u suprotnosti s brendovima koji su novi na tržištu i koji su osnovani od strane influencera. Uz pomoć analize jedne od najpopularnijih društvenih mreža današnjice, Instagrama, napravljena je analiza komunikacije uz pomoć koje je u cilju bilo doznati uspješnost komunikacije prijašnje navedenih kompanija., This paper investigates the way of branding corporate companies in relation to personalized companies. For the purposes of the research, a theoretical framework was created in which key topics, such as branding, social networks and influence were defined. The research is based on two corporate brands - Schwarzkopf and Maybelline and two personalized brands - Gisou and Huda Beauty. The aim is to establish how successful companies, that are traditionally considered market giants, are in contrast to brands that are new to the market and that have been established by influencers. An analasys was done on one of the most popular social networks today, Instagram, were it was trying to be determained the succes of communication of the previously mentioned companies.

Brendiranje je postalo neizbježan i ključan alat za turističke destinacije. Uzevši u obzir izrazito konkurentno tržište, turističke destinacije primorane su stvarati snažne brendove kako bi se diferencirale od konkurencije i povećale tržišnu vrijednost. Sve većim razvojem i ulaganjem u selektivne oblike turizma, otvaraju se brojne mogućnosti za stvaranje primamljive turističke ponude pa se tako mnoge destinacije odlučuju na autentično s ciljem stvaranja pozitivnih i jedinstvenih emocionalnih asocijacija kod turista. Međutim, postoje još uvijek destinacije koje nisu iskoristile svoj puni potencijal u procesu brendiranja, a jedna od tih destinacija je upravo grad Nin. Već dugi niz godina, grad Nin je sve poznatiji kao romantična destinacija, a njegova romantična komponenta koju su prepoznali brojni turisti i mještani, rezultat je bogate povijesne, kulturne i prirodne baštine. Cilj ovog istraživanja koje je provedeno među domaćim i stranim turistima te lokalnom stanovništvu u Ninu, jest utvrditi postoji li potencijal da se grad Nin profilira kao turistička destinacija. Zaključno je da unatoč svim predispozicijama za kreiranje imidža primamljive turističke destinacije, puni potencijal uslijed nedostataka ambicije i sredstava ostaje neiskorišten. Branding has become an inevitable and key tool for tourist destinations. Given the extremely competitive market, tourist destinations are forced to create strong brands in order to differentiate themselves from the competition and increase market value. With the increasing development and investment in selective forms of tourism, numerous opportunities are opening up for the creation of an attractive tourist offer, so many destinations are choosing to be authentic with the aim of creating positive and unique emotional associations among tourists. However, there are still destinations that have not used their full potential in the branding process, and one of these destinations is precisely the city of Nin. For many years, the city of Nin has been increasingly known as a romantic destination, and its romantic component, recognized by many tourists and locals, is the result of its rich historical, cultural and natural heritage. The goal of this research, which was conducted among domestic and foreign tourists and the local population in Nin, is to determine whether there is a potential to profile the city of Nin as a tourist destination. It is concluded that despite all the predispositions for creating the image of an attractive tourist destination, the full potential remains unused due to the lack of ambition and resources.

Napad 11. rujna uzrokovao je mnoge posljedice koje su i dan danas prisutne. Nakon napada 11. rujna dogodila se revolucija sigurnosnog sistema zrakoplovnih kompanija te su uvedene stroge i detaljne mjere u zračnim lukama zajedno s sigurnosnom provjerom putnika i provjerom sve prijavljene prtljage. Osnovana je agencija specifično za sigurnost prometa koja nadgleda sigurnosne provjere te ih provodi i na teritoriju Sjedinjenih Američkih Država i diljem svijeta. Pokazalo se kako su nedovoljne mjere sigurnosti u zračnim lukama bile jedan od mnogih ključnih faktora koji su omogućili realizaciju napada. Zajedno s revolucijom sigurnosnih sistema u zračnim lukama, dogodila se i određena revolucija u poimanju krizne komunikacije i kriznog menadžmenta. S obzirom kako su mnogi komunikacijski kanali bili nedostupni te ljudi traumatizirani, uspješna krizna komunikacija i nalaženje kreativnih komunikacijskih kanala pokazala se od iznimne važnosti. Nakon identificiranja svih propusta postalo je jasno kako je potrebno imati kvalitetan plan za krizne situacije koji omogućava kriznu komunikaciju. Isti propusti su rezultirali mnogim lekcijama na temelju kojih možemo učiti i poboljšati određene parametre. Iako je prošlo 20 godina od samog napada, mnoge posljedice koje su nastale kao direktan odgovor na napad i danas se provode – kao savršeni primjer služi sama revolucija sigurnosnog sustava u zračnim lukama , te se veliki fokus stavlja na kontinuirano poboljšanje sistema kako se tragedija ovakvih razmjera i katastrofalnih posljedica ne bi nikad ponovila., The attack on September 11 caused many consequences that are still present today. Following the 9/11 attacks, a revitalization of the airline security system took place, and strict and detailed measures were introduced at airports along with security screening of passengers and screening of all checked baggage. A traffic safety-specific agency has been established to oversee and conduct security checks in the United States as well as around the world. Insufficient security measures at airports proved to be one of the many key factors that enabled the attacks to take place. Along with the revolution of security systems at airports, there was a certain revolution in the understanding of crisis communication and crisis management. Given that many communication channels were inaccessible and people were traumatized, successful crisis communication and finding creative communication channels proved to be extremely important. After identifying all the shortcomings, it became clear that it is necessary to have a quality crisis plan that allows for crisis communication. The same omissions have resulted in many lessons based on which we can learn and improve certain parameters. Although 20 years have passed since the attack itself, many of the consequences of the direct response to the attack are still being implemented today - the airport security system revolution serving as a perfect example and the main focus is on continuously improving the system as a tragedy of this magnitude and the catastrophic consequences could never be repeated.

Ličko-senjska županija površinom je najveća županija u Republici Hrvatskoj, a po broju stanovnika je najmanje naseljena. U Lici se nalazi oko 58 % ukupne površine svih nacionalnih parkova i parkova prirode Hrvatske. Mirna okolina, domaći prehrambeni proizvodi, bogata tradicionalna kultura, rekreativni sadržaji samo su neki od čimbenika koji ovu destinaciju čine plodnim tlom za razvoj ruralnog turizma. Naime, turizam u Ličko-senjskoj županiji disproporcionalno je razvijen, pa su tako Plitvička jezera i primorski dio prepoznate turističke destinacije dok s druge strane, unutrašnjost županije ostaje ne zapažena od strane znatiželjnih pogleda posjetitelja. Unazad nekoliko godina zamijećen je napredak u razvoju turizma na tom području, međutim Lika se još nije ucrtala u turističku kartu svijeta kao poželjna ruralna destinacija. Razloga je puno, a kao neki od njih nameću se depopulacija, loša infrastruktura, nedostatak kapaciteta, ne postojanje strategije za razvoj pa i promidžbu ruralnih destinacija, te u konačnici ne dovoljna educiranost stanovništva o turističkoj djelatnosti. Kada je riječ o brendiranju destinacije važnu ulogu u tom procesu imaju turističke zajednice kojima je u Republici Hrvatskoj to i zakonski propisana obaveza. Uzevši u obzir kako je Internet danas jedan od glavnih aduta promotivnih aktivnosti, ovaj istraživački rad bavi se analizom službenih internetskih stranica svih turističkih zajednica koje djeluju na području Ličko-senjske županije. U radu su korištene kvantitativna i kvalitativna metoda istraživanja, a za sintezu rezultata odabran je mješoviti pristup. Kvalitativni dio istraživanja proveden je kroz polustrukturirane intervjue s devet sugovornika koji su svojim radom uključeni u turističku djelatnost Ličko-senjske županije. Analizom sadržaja službenih mrežnih stranica turističkih zajednica uočeno je kako one svojim sadržajem Liku predstavljaju kao ruralnu i održivu turističku destinaciju. Međutim, rezultati istraživanja pokazuju i kako te stranice nisu jednostavne i praktične za korištenje, a ni informacijski nisu cjelovite, pa tako turist na njima ne mogu pronaći neke osnovne podatke o mjestu. Također, zamijećena je i nedovoljna zastupljenost gastronomske i smještajne ponude, kao i poljoprivrednih gospodarstava u sadržaju službenih stranica turističkih zajednica. Takvi rezultati mogu se objasniti nedovoljnim brojem istih tih usluga u stvarnoj turističkoj ponudi Like. Rezultati provedenih intervjua upućuju kako Lika obiluje potencijalom za razvoj ruralnog turizma, no kako bi to postigla potrebna joj je edukacije stanovništva, jasna strategija, ulaganje u infrastrukturu, te razvoj gospodarstva. Unatoč brojnim ograničavajućim čimbenicima, vjeruje se kako je napredak i razvoj Ličko-senjske županije razuman i ostvariv cilj. A ovim radom želi se istaknuti važnost kvalitetnog i održivog plana za razvoja Like, pa samim tim i njezine turističke ponude, koji je neophodan ako uistinu želimo oživjeti Lički (k)raj., Lika-Senj County is the largest county in the Republic of Croatia and the least populated one. About 58% of the total areas of all national parks and nature parks in Croatia are located in Lika. Peaceful surroundings, local food products, rich traditional culture, and recreational facilities are just some of the factors that make this destination fertile ground for the development of rural tourism. Namely, tourism in Lika-Senj County is disproportionately developed, so the Plitvice Lakes and the coastal part are recognized tourist destinations, while on the other hand, the interior of the county remains unnoticed by curious visitors. A few years ago, progress was noticed in the development of tourism, however, Lika has not yet entered the tourist map of the world as a desirable rural destination. There are many reasons for this, and some of them include depopulation, poor infrastructure, lack of capacity, lack of a strategy for the development and promotion of rural destinations, and ultimately insufficient education of the population about tourism. When it comes to destination branding, tourism boards play an essential role in the process, and in the Republic of Croatia, this is a legally prescribed obligation. Taking into account that the Internet is one of the main advantages of promotional activities today, this research paper deals with the analysis of the official websites of all tourist boards operating in Lika-Senj County. Quantitative and qualitative research methods were used in the article, and a mixed approach was chosen for the synthesis of the results. The qualitative part of the research was conducted through semi-structured interviews with nine interlocutors who are involved in the tourism industry of Lika-Senj County. By analyzing the content of official websites of tourist boards, it was observed that they present Lika as a rural and sustainable tourist destination. However, the results of the research also show that these sites are not user-friendly, nor are they complete in terms of information, so tourists cannot find some basic information necessary to plan their trip. Insufficient representation of gastronomic and accommodation offers, as well as agricultural farms, was noticed in the content of the official pages of tourist boards. Such results can be explained by the insufficient number of these same services in the actual tourist offer of Lika. The results of the conducted interviews indicate that Lika has a lot of potential for the development of rural tourism. Still, to achieve this, it needs population education, a clear strategy, investment in infrastructure, and economic development. Despite numerous limiting factors, it is believed that the progress and development of Lika-Senj County is a reasonable and achievable goal. This paper wants to emphasize the importance of quality and sustainable plan for the development of Lika, and therefore its tourist offer, which is necessary if we truly want to revive the Lika region.

Brendiranje je postalo neizbježan i ključan alat za turističke destinacije. Uzevši u obzir izrazito konkurentno tržište, turističke destinacije primorane su stvarati snažne brendove kako bi se diferencirale od konkurencije i povećale tržišnu vrijednost. Sve većim razvojem i ulaganjem u selektivne oblike turizma, otvaraju se brojne mogućnosti za stvaranje primamljive turističke ponude pa se tako mnoge destinacije odlučuju na autentično s ciljem stvaranja pozitivnih i jedinstvenih emocionalnih asocijacija kod turista. Međutim, postoje još uvijek destinacije koje nisu iskoristile svoj puni potencijal u procesu brendiranja, a jedna od tih destinacija je upravo grad Nin. Već dugi niz godina, grad Nin je sve poznatiji kao romantična destinacija, a njegova romantična komponenta koju su prepoznali brojni turisti i mještani, rezultat je bogate povijesne, kulturne i prirodne baštine. Cilj ovog istraživanja koje je provedeno među domaćim i stranim turistima te lokalnom stanovništvu u Ninu, jest utvrditi postoji li potencijal da se grad Nin profilira kao turistička destinacija. Zaključno je da unatoč svim predispozicijama za kreiranje imidža primamljive turističke destinacije, puni potencijal uslijed nedostataka ambicije i sredstava ostaje neiskorišten., Branding has become an inevitable and key tool for tourist destinations. Given the extremely competitive market, tourist destinations are forced to create strong brands in order to differentiate themselves from the competition and increase market value. With the increasing development and investment in selective forms of tourism, numerous opportunities are opening up for the creation of an attractive tourist offer, so many destinations are choosing to be authentic with the aim of creating positive and unique emotional associations among tourists. However, there are still destinations that have not used their full potential in the branding process, and one of these destinations is precisely the city of Nin. For many years, the city of Nin has been increasingly known as a romantic destination, and its romantic component, recognized by many tourists and locals, is the result of its rich historical, cultural and natural heritage. The goal of this research, which was conducted among domestic and foreign tourists and the local population in Nin, is to determine whether there is a potential to profile the city of Nin as a tourist destination. It is concluded that despite all the predispositions for creating the image of an attractive tourist destination, the full potential remains unused due to the lack of ambition and resources.