odnosi s javnošću - vodeća taktika u promociji turističkih regija

8/12/2019 Odnosi s javnou - vodea taktika u promociji turistikih regija

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SAETAK:Turistike regije najee suprirodni nositelji destinacijske turistikeponude. Prema politikom sustavu, regije su uHrvatskoj podijeljene u upanije, a turistikeregije svrstane su u tzv. klastere (engl. cluster= skupina, grupa). Klasteri uglavnom dobroteritorijalno pokrivaju prirodne i zemljopisnoprepoznatljive granice regionalnih turistikihdestinacija. Marketingom turistike destinacijeu hrvatskim regijama upravljaju upanijske(regionalne) turistike zajednice koje, u biti,predstavljaju oblik destinacijskih menadment/marketing organizacija. Jedna od osnovnih zadaaturistikih zajednica u regijama jest promocija

destinacije. U promociji se koriste svi poznatialati i taktike koje pridonose ostvarenju te vanezadae u uvjetima velike konkurencije u turizmu.Preteitu promocijsku funkciju u promocijiregija kao destinacija imaju oglaavanje i odnosis javnou. Autor je, uvodei novu metodologijuprepoznavanja i klasifikacije odnosa s javnouu promociji turistikih destinacija, napravioistraivanje na razini turistikih regija u Hrvatskoji doao do zakljuka da su odnosi s javnou

vodea marketinka taktika u promociji regija.Vrijednost objavljenih novinarskih priloga u

tiskanim i elektronikim medijima nekoliko puta

ABSTRACT:The tourism offer of a destination islargely created within a tourism region since inmost cases it is its inherent part. The Croatianpolitical system divides regions into counties,

while tourism regions are divided into clusters.Clusters are usually spread within recognisablenatural and geographic boundaries of regionaltourism destinations. Marketing in a tourismdestination in Croatian regions is managed by aCounty (Regional) Tourist Board, which functionsas a kind of destination management/marketingorganisation. One of the main tasks of touristboards in the regions is to promote a destination.Such promotion uses all the established toolsand tactics which contribute to this importantobjective amidst sharp competition in tourism.

Advertising and public relations perform the mainpromotional function in promoting the regions asdestinations. The author has conducted researchon the tourism regions of Croatia, introduced anew methodology of recognising and classifyingpublic relations in promoting tourist destinations,and has come to the conclusion that publicrelations are the leading marketing tactics inpromoting the regions. The value of publishedarticles and other contributions by journalists

in the print, electronic, and broadcast media is

mr. sc.Marinko

Jakovljevi

ODNOSI S JAVNOU VODEA TAKTIKA

U PROMOCIJITURISTIKIH REGIJA

PUBLIC RELATIONS LEADING TACTICSIN PROMOTINGTOURISM REGIONS

STRUNI RAD PROFESSIONAL PAPER

Mr. sc.Marinko Jakovljevi, Turistika zajednica opine Fuine, direktor adresa:Sv. Kri 2, 51 322 Fuine telefon:+385 51 835 163mobitel:+385 98 301 815 e-mail:[email protected]


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Marinko Jakovljevi ODNOSI S JAVNOU VODEA TAKTIKA U PROMOCIJI TURISTIKIH REGIJAMarinko Jakovljevi PUBLIC RELATIONS LEADING TACTICS IN PROMOTING TOURISM REGIONS

premauje ukupna sredstva kojima raspolauregionalne DMO. Istovremeno, na odnose s

javnou prosjeno se troi 62 posto ukupnihsredstava namijenjenih funkcionalnom marketingupa su i po toj osnovi odnosi s javnou vodeapromocijska taktika.

KLJUNE RIJEI: odnosi s javnou, turistikadestinacija, regija, promocija, marketing

UVOD

Turizam je izuzetno znaajna svjetskagospodarska djelatnost, za dio ijeg se globalnogkolaa svim silama bore svi od gospodarski ituristiki najrazvijenijih zemalja svijeta, do dravakoje u razvitku turizma vide svoju razvojnu igospodarsku priliku.

Svjetska turistika organizacija (UNTWO) udugoronim prognozama do 2020. godine predviadaljnji rast turistike aktivnosti na svjetskoj razinipo stopi od 4,1% godinje. Predvia se da eEuropa, usprkos ispodprosjenom rastu od 3%godinje i smanjujuem trinom udjelu (sa 60%na 46% u 2020. godini), ostati vodea svjetskaturistika makroregija. Jednako tako, prognozira seda e Mediteran zadrati poziciju najjae turistikemikroregije i u budunosti (UNTWO, 2001). Uzemlje rastueg turizma s dobrim se prognozamasvrstava i Hrvatska.

Kako bi se privukli gosti, u cilju koritenja irokepalete razliite turistike ponude, od neposrednog

je znaenja dobro ih informirati i na im boljinain iskoristiti brojne marketinke i promocijskeoblike koji e ih usmjeriti upravo u nau

destinaciju. Jedan od najznaajnijih naina kako topostii jest koritenje odnosa s javnou.

Kao specifian oblik komuniciranja, odnosi sjavnou posebnu primjenu nalaze upravo uturizmu. Rije je o komunikacijskom modelukojem je jedna od glavnih svrhovitosti stvaranje

several times higher than the total funds availablein regional destination marketing organisations(DMOs). Furthermore, 62% of the totalfunctional marketing budget is spent on publicrelations (PR) which also makes PR a leading partof the promotional tactics.

KEY WORDS: public relations, tourist destination,region, promotion, marketing

INTRODUCTION

Tourism is a hugely significant global economicactivity and everyone is fighting to get a slice ofthis global pie from the most developed globaleconomic and tourism powerhouses to countries

which see tourism as their chance for economicdevelopment.

The World Tourism Organization (UNWTO)has issued long-term forecasts until 2020 in whichthey see a further growth of 4.1% annually inglobal tourism activities. It foresees that Europe

will remain a global tourism macroregion, in spiteof its below average growth of 3% per year and itsdiminishing market share (from 60% to 46% by2020). The forecast also predicts that in the futurethe Mediterranean will keep its position as thestrongest tourism microregion (UNWTO, 2001).Croatia is included in the countries whose tourismis expanding and forecasts show that its tourism

will continue to grow.

A rich and diverse tourism offer has to be createdto attract guests. Potential guests need to be

well informed and numerous marketing andpromotional forms have to be used to the full so

that potential guests are channelled to a particulardestination. One of the most important ways ofattracting guests is to use public relations.

Public relations, as a specific form ofcommunication, find their perfect place intourism. They are a communication model


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prepoznatljive slike u javnosti. Ta je svrhovitostu turizmu izuzetno znaajna, pogotovo kad segovori o stvaranju pozitivne slike o odreenojdestinaciji.

S obzirom na to da je uoeno nedostatnoistraivanje na podruju odnosa s javnouu turizmu, autor kani utvrditi kakva je ulogaodnosa s javnou u promociji turistikih regijate imaju li oni zaista vodeu ulogu u promocijidestinacija. Kako bi se dolo do mjerljivih rezultataistraivanja, autor je proveo istraivanje na sustavuregionalnih turistikih zajednica u Hrvatskoj (21),koristei nov nain klasificiranja odnosa s javnou

u turizmu i marketingu destinacije.Odnosi s javnou klasificiraju se kao:

primarni odnosi s javnou,

poslovni (marketinki) odnosi s javnou,

odnosi s drutvenim okruenjem (zajednicom),

interni odnosi s javnou.

Novom klasifikacijom daje se doprinos izuavanjuteorije odnosa s javnou u turizmu te se dajemodel kojim je mogue mjeriti, analizirati i

procjenjivati stvarnu vanost odnosa s javnou umarketingu i promociji turistikih destinacija.

PROMOCIJA TURISTIKE DESTINACIJE

Za turistiku se destinaciju pojednostavljeno moerei da je potencijalno odredite u koje dolazegosti turisti. U turistikoj literaturi esto ese nai podatak da je, uz prostorno odreenje,destinacija mjesto gdje turist provede barem

jedno noenje (WTO, 2007).

Gosti shvaaju destinaciju kao skup proizvoda i uslugavanih za njihov odmor, od atrakcija i turistikihresursa do prateih slubi i svekolike ponude.

Poimanje izraza destinacija u prolosti idanas prilino se razlikuje. Ipak, i danas je,podruno gledano, izraz destinacija sinonim

and one of their main objectives is to create arecognisable public image. This objective is ofutmost importance in tourism, particularly increating a positive image of a destination.

There has not been much research in the fieldof public relations in tourism. Consequently,the author has sought to judge the role of publicrelations in promoting tourist regions and to gauge

whether public relations really do play a leading rolein promoting a destination. To obtain measurableresults, the author has conducted research into thesystem of regional tourist boards in Croatia (21)using a new method of classifying public relations in

tourism and in destination marketing.Public relations have been classified into:

Primary public relations,

Business (marketing) public relations,

Relations with the social environment(community),

Internal public relations.

The new classification contributes to the study of thetheory of public relations in tourism and provides

a model for measuring, analysing and assessing thereal importance of public relations in the marketingand promotion of tourist destinations.

THE PROMOTION OF A TOURIST DESTINATION

A tourist destination, simply put, is a potentialarrival point for guests-tourists. Tourismliterature often states that, besides its spatialdefinition, a destination is a place in which atourist spends at least one night (WTO, 2007).

Guests understand a destination as a series ofproducts and services important for their holidays,from attractions and tourism resources to auxiliaryservices and the entire offer.

The contemporary concept of a destinationsignificantly differs from the concept in the past.


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za turistiko odredite, bez obzira na njegovuveliinu, administrativne i politike granice.Meutim, destinacija vie ne oznaava samopodruje, ve kompleksan skup koji se sastojiod brojnih komercijalnih turistikih usluga,kao to su: smjetaj, prehrana, promet, zabavaitd. te elemenata bitnih za turistiki razvoj,kao to je krajobraz ili domicilno stanovnitvo(Laws, 1995).

Kad se govori o izboru mjesta odmora i privlaenjapotencijalnih gostiju, vie je relevantnih imbenikakoji su vani u borbi za gosta, a tiu se ne samoatraktivnosti, razvoja, imida i kvalitete destinacije,

ve cjelokupnog promiljanja sadraja i upravljanjaturistikom destinacijom.

Iskustva, naime, pokazuju da su danas (Weber,1994) najuspjenije one destinacije koje sushvatile da samo integralnost turistikog proizvodaomoguuje potpunu satisfakciju posjetitelja. Zatakve je destinacije znakovita briga o ouvanjuokolia i kulturnog identiteta lokalne zajednice. Unjima se marketing razvija kao zajednika funkcijarazliitih ponuaa, s jedne, i lokalne zajednice, sdruge strane.

U osnovi marketinkog razmiljanja, cilj svaketuristike destinacije jest kako privui to vei brojpotencijalnih gostiju u destinaciju, odnosno, kakouspjeno prodati svoj turistiki proizvod.

Nastavno na taj osnovni cilj veu se i ciljevituristike promocije. Svaka turistikadestinacija, naime, gradi ili nastoji graditi svojeprepoznatljive proizvode, svoju ponudu, imid,svoju prepoznatljivost na tritu. Sve to iniu cilju da privue panju i potakne zanimanjegostiju, da u njima pobudi elju za obilazak,odnosno da potakne potroaevu akciju.

Autori to skraeno navode kao AIDA model(Weber, Borani, 2000), prema engleskim izrazima:

Attract= zainteresirati, privui panju,Interest= potaknuti zanimanje,Desire= izazvati elju i

Action=potaknuti akciju.

However, even today, viewed as a location, theterm destination is a synonym for a place touriststravel to, regardless of its size or its administrativeor political borders. Nonetheless, destinationtoday denotes not just a location, but is a complexset consisting of numerous commercial tourismservices, including accommodation, food,transportation, entertainment, etc., and of theelements important for tourism development, likelandscape or the domicile population (Laws, 1995).

When considering how potential guests choose aholiday destination and how to attract them, severalfactors are relevant in the battle for guests. It is not

only the attractiveness, development, image and thequality of a destination that are important, but thewhole concept of creating facilities and managing atourism destination plays its part.

Experience shows (Weber, 1994) that todaythe most successful destinations are those

which have understood that only an integraltourist product provides complete satisfactionfor visitors. It is indicative that such destinationstake care of environmental conservation and thecultural identity of a local community. In suchdestinations, marketing is developed as a common

function of different providers on the one hand,and of the local community on the other.

The marketing concept implies that the objectiveof every tourism destination is to attract the largestpossible number of potential guests, in other wordsto successfully sell its tourism product.

Tourism promotion is based on this main objective.Every tourism destination builds, or endeavours tobuild, its recognisable products, its offer, its image,its recognisability on the market, in order to attractthe attention and arouse the interest of potential

guests, to create a desire to visit the destination, i.e.to stimulate consumer action.

Authors abbreviate this into the AIDA model(Weber, Borani, 2000):

Attention= attract attentionInterest= generate interest


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Ta etiri osnovna cilja promocije baza su pripremeokvira promotivnih aktivnosti turistike destinacije.

Poznato je da su za promociju destinacijezaduene posebne turistike institucije, kojeobjedinjuju napore u stvaranju imida turistikedestinacije. To su najee javna ili polujavnatijela na regionalnoj i nacionalnoj razinituristike zemlje.

Kako navode Kriman-Pavlovi i ivoli (2008),mnoge turistiki razvijene zemlje, osobito oneeuropske, uoile su krajem 1980-ih i poetkom1990-ih godina neprimjerenost postojeeg nainaupravljanja marketingom u turizmu u odnosu

na zahtjeve trita te su zapoele s procesomnjegova reinenjeringa. Taj je proces uglavnomobuhvatio uspostavu turistikih destinacija kaoponudbenih jedinica na turistikom tritui organizacijskih sustava (engl. Destination

Marketing Organizations DMOs) koji eupravljati marketingom turistike destinacije,dok su druge izvrile reorganizaciju postojeihturistikih organizacija.

Prema Gretzlu (et al.) (2006), prije dvadesetakgodina definicija akronima DMO bila jedestinacijska marketing organizacija. Danas,DMO je prerasla u destinacijsku marketing imenadment organizaciju, postiui vii stupanjupravljanja u kojem je odgovorna ne samo zakupce, ve i razvoj destinacije koju predstavlja.

U Hrvatskoj, u sluaju koji se istrauje, to suregionalne destinacijske marketing/menadmentorganizacije upanijske turistike zajednicekoje upravljaju marketingom i promocijom uhrvatskim regijama.

DMO se u promociji koriste razliitim tehnikamai taktikama. Najee se one temelje na tzv.promotivnom spletu koji se najee koristi umarketinkoj literaturi, a sastoji se od posebnogspoja oglaavanja, unaprjeenja prodaje, odnosa s

javnou i osobne prodaje koji neka tvrtka koristiu svrhu postizanja svojih marketinkih ciljeva(Kotler, Bowen, Makens, 2006).

Desire= create desireAction= stimulate action

These four main goals of promotion are the basisfor preparing a framework for the promotionalactivities of a tourist destination.

As is well known, specific tourism institutions areresponsible for promoting a destination. Theycombine every effort into creating an image for atourism destination. These institutions are mainlypublic or semi-public bodies at a regional ornational level of a tourism country.

As stated by Kriman-Pavlovi and ivoli (2008),

many countries with developed tourism,particularly European countries, realised inthe 1980s and 1990s that the management ofmarketing in tourism as it was practised then wasnot appropriate to the demands of the marketand they started a process of re-engineering themanagement of marketing in tourism. This processmainly involved establishing tourism destinations asunits of offer on the tourism market and foundingDestination Marketing Organisations DMOs),

while other destinations have reorganised theexisting tourism organisations.

According to Gretzl et al. (2006), Some twentyyears ago the acronym DMO stood for destinationmarketing organisation. Today, DMO has growninto a destination marketing and managementorganisation, achieving a higher level ofmanagement where it is responsible not onlyfor buyers but also for the development of thedestination it represents.

In Croatia, in the case which has been researched,these regional marketing/managementorganisations of a destination are county touristboards which manage marketing and promotion inCroatian regions. DMOs use various techniquesand tactics in promotion, mostly based on theso-called promotional mix. This concept veryoften features in marketing literature, and consistsof a specific combination of advertising, salespromotion, public relations and personal selling


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ODNOSI S JAVNOU

Termin odnosi s javnou, engl.public relations,u irokoj je uporabi. Procjenjuje se da je danas uliteraturi vie od 600 razliitih definicija odnosa s

javnou (Tomi, 2008).

Ilustrativno je navesti definiciju Philipa Kotlera(2001) da je javnost bilo koja skupina koja imastvarni ili potencijalni interes za uspjeh tvrtke/organizacije ili moe utjecati na sposobnosttvrtke/organizacije da postigne svoj cilj. Odnosis javnou podrazumijevaju razliite programeizraene kako bi promovirali i/ili zatitili imidtvrtke ili njezinih pojedinanih proizvoda.

Cutlip, Center i Broom (2003) proiruju pojamodnosa s javnou od jednosmjerne i dvosmjernekomunikacije na upravljanje komunikacijom,interaktivnost, prilagodbu organizacija svojojokolini i na koncu savjetovanje voditeljaorganizacije te planirane programedjelovanja.

James Grunig sa Sveuilita u Marylandu istie(Deuschl, 2006): Najvanija svrha odnosa s

javnou je uteda novca organizaciji temeljemizgradnje odnosa s javnostima koje primoravajuorganizaciju ili unaprjeuju njenu sposobnost daostvari svoju misiju.

Primjenjujui definicije i podruje djelovanjaodnosa s javnou te njihova znaenja na jezikturizma, mogli bismo konstatirati (Senei,

Vukoni, 1997) da pod pojmom odnosa sjavnou u turizmu valja razumijevati sveaktivnosti kojima nositelji turistike ponudenastoje u javnosti stvoriti to povoljnije miljenjeo cjelokupnoj svojoj aktivnosti, o svom radu,svojim uslugama i ciljevima rada. Odnosi s

javnou oznaavaju svjesnu, smiljenu i planiranuaktivnost, a ne miljenja koja bi se u javnosti moglastvoriti stihijski ili pod utjecajem nekih drugihprilika i okolnosti na tritu.

Kad se govori o odnosima s javnou u turizmu,vrijedno je zabiljeiti da postoje odnosi s javnou

that a company uses with the aim of achieving itsmarketing goals (Kotler, Bowen, Makens, 2006).

Public relations involve a variety of programmesdesigned to promote and/or protect a companysimage or its individual products among the public.

PUBLIC RELATIONS

The term public relations is widely used. It isestimated that there are more than 600 differentdefinitions of public relations today in literature(Tomi, 2008).

As an illustration, I shall state the definition givenby Philip Kotler (2001): A public is any group

which has a real or potential interest in the successof a company or has an impact on a companysability to achieve its objectives. Public relationsinvolve a variety of programmes designed topromote and/or protect a companys image or itsindividual products.

Cutlip, Center and Broom (2003) expand the ideaof public relations from one-way and two-waycommunication to communication management,interactivity, the adaptation of a company to itsenvironment, ultimately including the advising ofthe organisation manager and planning actionprogrammes.

James Grunig from the University of Marylandpoints out (Deuschl, 2006) that the mostimportant purpose of public relations is to savemoney through building relations that drive theorganisation or those which advance its ability toachieve its mission.

If we apply the definitions of public relations,their meaning and their pertaining areas, anduse them in the field of tourism, it could be said(Senei, Vukoni, 1997) that The concept ofpublic relations in tourism should include allactivities through which providers of tourismendeavour to create the best possible attitudetowards their entire activities, their work, services


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koji djeluju u korist marketinga(to autor elipokazati u ovom radu, na primjeru promocijeturistike destinacije). Ta se vrsta aktivnostiengleskim terminom oznaava kaoMarketing

Public Relations(MPR). Prema Kotleru, MPR sesastoji od niza alata, koje moemo klasificiratipod engleskim akronimom PENCILS (Kotler,2005), odnosno:

P (publication) publikacije (asopis kompanije,godinja izvjea, broure za kupce);

E (events) dogaanja;

N (news) vijesti (dobre prie o kompaniji, njenim

ljudima i proizvodima);C (community involvement activities) ukljuivanjezajednice (vrijeme i novac prilagoeni potrebamalokalne zajednice);

I (identity media) identitet (pisai pribor,poslovne kartice, kod odijevanja);

L (lobbying acitivity) lobiranje (nastojanje dase utjee na pozitivne odluke i smanji negativanutjecaj nepovoljnih odluka u zakonodavstvu);

S (social responsibility activities) drutvenoodgovorne aktivnosti (stvaranje dobre reputacije).

Prilagoeno turistikom tritu, to suodnosi s javnou u funkciji marketinga kojipodrazumijevaju odnose s potencijalnim gostima,posrednikim kuama, lansiranje proizvoda,stvaranje imida i prepoznatljivosti, proizvodnjupromocijskih materijala, organiziranje sajmova idruge aktivnosti.

Prema Deuschlu (2006a), standardni alati koji sekoriste u odnosima s javnou u turizmu jednakisu onima koji se koriste i u drugim djelatnostima,

ali ima i specifinih: priopenja za novinare,novinarske mape, govori, broure, pamfleti,izlobe, putovanja, specijalna dogaanja. Takoer,tu su jo video zapisi, prepoznatljive web stranice,domai i meunarodni sajmovi,familiarizationili fam izleti, najee za turistike novinare,specijalizirani turistiki asopisi.

and the objectives of their work. Public relationsdenote a conscious, deliberate and plannedactivity, and not attitudes that can be created inthe public in an uncontrolled way or prompted bythe circumstances on the market.

Regarding public relations in tourism, it is worthnoting that there arepublic relations which supportmarketing, and that is what this author attemptsto show in the current work in the case of thepromotion of a tourism destination. The conceptis called Marketing Public Relations (MPR).

According to Kotler, MPR involves a series oftools which can be denoted by the acronym

PENCILS (Kotler, 2005):P (publication) company bulletin, annualreports, brochures for buyers

E (events)

N (news) positive stories about a company, itspeople and products

C (community involvement activities) time andmoney devoted to the needs of a local community

I (identity media) stationery, business cards, clothes

L (lobbying activity) attempts to influenceand obtain positive decisions and minimise thenegative impact of unfavourable laws

S (social responsibility activities) establishing agood reputation.

Adapted to the tourism market, public relationsas a function of marketing include relations withpotential guests and intermediaries, launchingproducts, creating an image and recognisability,producing promotional materials, organising fairsand other activities.

According to Deuschl (2006 a), the standard toolsused in public relations in tourism are the same asthose used in other activities. However, there aretourism specific press briefings, press portfolios,speeches, brochures, pamphlets, exhibitions,trips, special events, as well as video recordings,


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Klasifikacija odnosa s javnou u turizmu

S obzirom na razliitu metodologiju uporabe ipraenja odnosa s javnou te da bi se postavkao vanosti odnosa s javnou u promociji mogladokazati, autor je uveo nov nain razlikovanjaodnosa s javnou prilagoen turizmu idestinacijskom marketingu (Jakovljevi, 2009):

1. osnovni (primarni) odnosi s javnou;

2. poslovni (marketinki) odnosi s javnou;

3. odnosi s drutvenim okruenjem;

4. interni odnosi s javnou.

Osnovni (primarni) odnosi s javnoupredstavljajugrupu koja obuhvaa prepoznatljive i najeekoritene oblike odnosa s javnou. Oniobuhvaaju odnose s medijima i publicitet,studijska putovanja novinara, suradnju snovinarima i medijima.

Poslovni odnosi s javnoupredstavljaju kategorijuodnosa s javnou koja neposredno i izravnodjeluje u korist marketinga ili se s njimemeusobno uspjeno dopunjuje. Moe ih senazvati i marketinkim odnosima s javnou. Tu

vrstu odnosa s javnou predstavljaju: turistikisajmovi, prezentacije, work-shopovi, road-showprezentacije, info aktivnosti, studijska putovanjaagenata te korporativni imid, odnosno ovdje imid destinacije. U tu se grupu odnosasvrstavaju i neposredni odnosi s potroaima.

Odnosi s drutvenim okruenjemupravo su specifiniza destinacijski marketing. Podrazumijevajucjelokupne odnose s domaom javnou na razinidestinacije. Odnosi se razvijaju u cilju postizanjazajednikog uinka i meusobnog razumijevanja kodostvarivanja ciljeva razvitka turistike destinacije. Utu se grupu svrstavaju i odnosi s tijelima vlasti, kao iodnosi s politikom javnou. Dio tih oblika odnosas javnou su takoer sponzorstvo te oglaavanje,ukoliko je u slubi utjecaja na drutvenu zajednicu ane na prodaju. Takoer, dio odnosa s drutvenomzajednicom je i lobiranje.

distinctive websites, fairs at home and abroad,familiarisation trips (or fam trips), mostly fordomestic and foreign tourism journalists, andspecialised tourism magazines.

Classification of public relations in tourism

Regarding the different methodology ofimplementing and monitoring public relations,and regarding the possibility of proving theimportance of public relations in promotion, theauthor has introduced a new way of differentiatingpublic relations adapted to tourism and todestination marketing (Jakovljevi, 2009):

1. Primary public relations;2. Business (marketing) public relations;

3. Relations with the social environment;

4. Internal public relations.

Primary public relationscover a group ofrecognisable and the most frequently used formsof public relations. They include relations with themedia and publicity, field studies for journalists,cooperation with journalists and the media.

Business public relationsare a PR category whichdirectly support marketing or successfullysupplement it. They can also be called marketingpublic relations. Tourism fairs, presentations,

workshops, road shows, informational activities,study tours for agents, and the corporative image the destination image in this case fall intothis category. This category also includes directrelations with consumers.

Relations with the social environment are specific fordestination marketing. They include completerelations with the local public at the level of adestination. The relations are developed with theaim of achieving a common effect and mutualunderstanding in the process of reaching thegoals of developing a destination. This categoryincludes relations with government bodies and thepolitical public. One form of such public relations is


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Interni odnosi s javnouobuhvaaju unutarnjeciljne javnosti. To su odnosi sa zaposlenima,menadmentom, odnosi s cjelokupnim ustrojemdrutvene turistike organizacije, odnosi sasindikatima, udrugama.

METODIKA ISTRAIVANJA

Kao temelj provoenja cjelokupnog istraivanjauzeta je metoda analize i sinteze podataka, i to naprimjeru upravljanja marketingom i promocijomna razini turistikih regija (upanija) u Hrvatskoj.Ukupno je prouena relevantna poslovna

dokumentacija svih 20 regionalnih turistikihzajednica i Turistike zajednice grada Zagreba.Izvreno je intervjuiranje te je istraena uporaba iprimjena odnosa s javnou.

Kao predloak za istraivanje, autoru su prijesvega posluili pregledi poslovanja regionalnihturistikih organizacija u petogodinjem razdobljuod 2005. do 2009. godine, programi rada, analizapromotivnih aktivnosti i odnosa s javnou, kaoi empirijska saznanja. Takoer, koriteni supodaci destinacijske menadment organizacije nanacionalnoj razini.

U istraivanju je koritena nova metodologijaklasifikacije odnosa s javnou u turizmu, koju jepostavio autor.

REZULTATI ISTRAIVANJA

Upravljanje marketingom i promocijom narazini regionalnih destinacija u RepubliciHrvatskoj odvija se putem sustava turistikihzajednica koje predstavljaju jedan oblik

destinacijskih menadment/marketingorganizacija. Rije je o javnim i neprofitnimorganizacijama, iji su lanovi organizacije ipojedinci koji se bave turizmom, ugostiteljstvomi djelatnostima povezanim s turizmom (Zakon oturistikim zajednicama i promicanju hrvatskogturizma, 2008).

sponsorships and advertising if the aim is to influencethe social community and not to sell. Lobbying is also

a form of public relations with the social environment.

Internal public relationsare oriented towards theinternal target publics: relations with employees,the management, relations with the wholestructure of the social tourism organisation,relations with trade unions, and with NGOs.

RESEARCH METHODOLOGY

Data analysis and synthesis was the method

applied in conducting the research on themanagement of marketing and promotion inthe tourism regions (counties) of Croatia. Therelevant business documents of twenty regionaltourist boards and of the Zagreb Tourist Board

were studied. Interviews were carried out and theuse of public relations examined.

The author primarily studied the businessdocuments of regional tourism organisations ina five-year period (2005-2009), examined theiraction plans, analysed promotional activities andpublic relations and obtained empirical evidence.

Data on the destination management organisationat the national level were also studied.

A new methodology of classifying public relationsin tourism has been used, as devised by the author.

RESULTS OF THE RESEARCH

The management of marketing and promotion inregional destinations in the Republic of Croatiais carried out through a system of tourist boards

which represent kinds of destination managementand marketing organisations. These are publicnon-profit organisations whose members areorganisations and individuals employed intourism, the hospitality industry and industriessupporting tourism (the Tourist Boards andPromotion of Tourism Act, 2008).


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Upravljanje odnosima s javnou u promocijidestinacija analizirano je na temelju poslovanjaregionalnih DMO, koje upravljaju sljedeimturistikim klasterima u Hrvatskoj: Istra, Kvarner,Dalmacija, Sredinja Hrvatska, Lika-Karlovac,Slavonija i Grad Zagreb. Takoer, koriteni su ipodaci koje na razini Hrvatske prikuplja krovnaDMO Hrvatska turistika zajednica.

Primjena odnosa s javnou

Primarni (osnovni) odnosi s javnou najeesu nabolje prepoznat oblik meu tehnikamaodnosa s javnou i esto ih veina ljudi

generalno poistovjeuje s odnosima s javnoukao kategorijom u cjelini. Njihova uloga upromociji izuzetno je snana i zauzima jedno odnajznaajnijih mjesta u turizmu.

Odnosi s javnou i komunikacija sa stranimpredstavnicima medija imaju kljunu ulogu ustvaranju imida destinacije, uvoenju novedestinacije, proizvoda, stvaranju opeg miljenjai razvijanja samog turizma te znaajno utjeu namiljenje i stavove potroaa, turista, a time i njihovedolaske.1(Hrvatska turistika zajednica, 2009).

Posebno velika panja poklanja se studijskimputovanjima i susretima s novinarima, redovnominformiranju novinara, konferencijama zanovinare, informiranju novinara putem interneta,izdavanjupresspriopenja i drugim oblicimasuradnje. Cjelokupni posao komuniciranja odvijase kroz kompletan sustav turistikih zajednica.

Studijska putovanja predstavnika medijarezultirajuobjavljenim pisanim, televizijskim i radioreportaama, ija procijenjena vrijednost

viestruko nadilazi trokove samih putovanjate omoguuje prisutnost u medijima koju je

nemogue tako efikasno i jednakim utroenimsredstvima postii oglaavanjem.

Studijska putovanja novinara posljednjih nekolikogodina konstantno se unapreuju. Organizirajuse zajedniki na razini regija i krovne turistikeorganizacije. Njihov cilj je motivirati novinare

The management of public relations in promotingdestinations was analysed through the businessoperations of regional DMOs which managethe following tourist clusters in Croatia: Istria,Kvarner, Dalmatia, Central Croatia, Lika-Karlovac, Slavonija and the City of Zagreb.

The data gathered by the umbrella DMO theCroatian National Tourist Board were also used.

Implementation of public relations

Primary public relationsare in most cases the bestrecognised form of public relations techniquesand most people often identify them with the

public relations category in general. Their rolein promotion is very strong and of outstandingimportance in tourism.

Public relations and communication with foreignmedia representatives have a pivotal role in creatingan image of a destination, introducing a newdestination, launching a product, creating publicopinion and developing tourism itself, and theysignificantly influence the opinions and attitudes ofconsumers, tourists, and thereby their decision tocome1(Croatian National Tourist Board, 2009).

Particular attention is paid to study tours and tomeetings with foreign journalists, regular briefingsare conducted with the press, and other activitiesinclude press conferences, informing journalists

via the Internet, press releases and otherforms of communication and cooperation. Allcommunication activities are carried out throughthe entire tourist board system.

Study tours of media representativesresult inpublished written reports or television and radiobroadcasts whose estimated value is several timeshigher than the costs of the travelling involved.

This provides presence in the media which isimpossible to achieve as efficiently in any otherway with the same amount of money.

Study tours for journalists have been constantlyimproving in recent years. They are organised

jointly by tourist regions and the umbrella tourist


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da piu o Hrvatskoj, ojaati imid Hrvatske teosigurati turistike informacije potencijalnim

korisnicima i struci.Objavljeni materijali u medijima najee suafirmativnog karaktera i rezultat su kontinuiranekomunikacije s predstavnicima medijima.

Prema podacima u Tablici 1, izmeu 2005. i2009. godine Hrvatsku je posjetilo 3 439 stranih

organisation. The goal is to motivate journaliststo write about Croatia, to strengthen the image

of Croatia and provide tourism information topotential users and to the profession.

The published and broadcast materials mostoften present the country in a positive light andare the result of continuous communication withmedia representatives.

TABLICA 1. BROJ NOVINARA KOJI SU POSJETILI HRVATSKU PREMA ZEMLJAMA (2005- 2009)

TABLE 1. NUMBER OF JOURNALISTS WHO VISITED CROATIA, BY COUNTRY (2005-2009)

ZEMLJACOUNTRY

2005 2006 2007 2008 2009

1 Austrija / Austria 45 22 53 14 51

2 Belgija / Belgium 37 33 16 44 22

3 eka / The Czech Republic 40 38 32 29 26

4 Francuska / France 74 69 58 66 77

5 Italija / Italy 14 53 45 59 57

6 Japan - - 5 57 51

7 Maarska / Hungary 14 9 21 25 17

8 Nizozemska / The Netherlands 22 31 35 28 379 Njemaka / Germany 42 87 84 110 98

10 Poljska / Poland 26 18 35 26 28

11 Ruska Federacija / The Russian Federation 22 12 23 20 33

12 SAD / USA 28 31 32 32 35

13Skandinavija (vedska, Danska, Finska, Norveka)Scandinavia (Sweden, Denmark, Finland, Norway)

30 42 44 63 56

14 Slovaka / Slovakia 17 20 19 20 18

15 Slovenija / Slovenia 13 8 25 5 19

16 panjolska / Spain - 16 35 51 49

17 vicarska / Switzerland 9 12 38 64 23

18 Velika Britanija i Irska /Great Britain and Ireland 42 50 41 56 55

19 Ostale zemlje / Other countries 21 44 48 16 100

Sveukupno / Total 518 595 689 785 852

UKUPNO 2005-2009.TOTAL 2005-2009

3.439

Izvor: izrada autora / Source: Author


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0


TABLICA 2. UKUPNA PROCIJENJENA VRIJEDNOST OBJAVLJENOG PISANOG, TELEVIZIJSKOG I RADIOMATERIJALA U KUNAMA I EURIMA (2005-2009)

TABLE 2. TOTAL ESTIMATED VALUE OF PUBLISHED AND BROADCAST (TELEVISION AND RADIO)MATERIALS IN HRK AND EUR (2005-2009)

GODINAYEAR

VRIJEDNOST U KUNAMA MLRDVALUE IN HRK BILLION

VRIJEDNOST U EURIMA MILVALUE IN EUR MILLION

INDEKSINDEX

2005. 1,014 138,90 100

2006. 1,373 188,08 135

2007. 1,516 207,67 149

2008. 1,736 237,81 171

2009. 1,713 234,66 169


TABLICA 3. VRIJEDNOST OBJAVLJENIH NOVINARSKIH PRILOGA U ODNOSU NA UKUPNI PRIHOD,NACIONALNA I REGIONALNE DMO, 2009. (KN)

TABLE 3. VALUE OF PUBLISHED AND BROADCAST JOURNALISTS CONTRIBUTIONS IN RELATION TO THETOTAL REVENUE OF THE NATIONAL DMO AND REGIONAL DMOS (IN HRK) IN 2009

DMO UKUPNI PRIHODTOTAL RE VENUE

VRIJEDNOST OBJAVLJENIH PRILOGAVALUE OF PUBLISHED ANDBROADCAST MATERIAL

INDEKS INDEX

HTZCroatian National Tourist Board

276.376.560 Tiskani / Print 1.316.114.620

Istra / Istria 9.468.786Radio i TVRadio and TV

397.121.811

Kvarner 10.061.447 149

Dalmacija / Dalmatia 19.616.180 171

Sredinja HrvatskaCentral Croatia

15.515.384 169

Slavonija / Slavonia 5.279.575

Lika-Karlovac 2.499.386

Grad ZagrebThe City of Zagreb

63.400.000

UKUPNO / TOTAL 338.880.718 1.713.236.431 505,56Izvor: izrada autora / Source: Author


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novinara, a ekvivalent objavljenih tekstova ipriloga u elektronikim medijima procjenjuje seod 1 milijarde kuna (2005) do vie od 1,7 milijardikuna (2009), odnosno oko 235 milijuna eura.

Vidljiv je izuzetan uinak koji imaju odnosi smedijima te prihvat grupnih i individualnihstudijskih putovanja novinara. Vidljivo je da se

vrijednost objavljenih informacija iz godine ugodinu poveava, kao i koliina, odnosno nakladaili minute trajanja objavljenih priloga. To loginoprati kontinuiran porast dolazaka inozemnihnovinara i zanimanje za Hrvatsku kao turistikudestinaciju u cjelini. Preraunaju li se prikazani

podaci u eure, dobivamo podatke prikazane uTablici 2.

Samo u petogodinjem razdoblju, vrijednostobjavljenih novinarskih priloga narasla je za 70posto, to govori ne samo o uspjenosti promocijei odnosa s javnou, ve upravo o dvosmjernojkomunikaciji karakteristinoj za odnose s javnou,koji su pokazatelj zanimanja inozemnih medija zanau turistiku ponudu.

U Tablici 3 daje se procijenjena usporedbaobjavljenih pisanih radova u tisku i priloga uelektronikim medijima u odnosu na ukupnigodinji proraun svih regionalnih DMO i krovneDMO na razini drave.

Iz tablice su vidljivi viestruki uinci odnosa smedijima i novinarima u promocijskom smislu.Procijenjena vrijednost objavljenih pisanih,televizijskih i radijskih materijala prela je 1,7milijardi kuna, to je pet puta vie od ukupnogaprorauna kojim su raspolagale regionalne ikrovna DMO u 2009. godini.

Ukoliko bi se samo na temelju ovih podataka ouporabi primarnih odnosa s javnou procjenjivaonjihov ukupan znaaj i uloga, odnosi s javnousvakako zauzimaju vodee mjesto u promocijituristikih regija i drave u cjelini.

Druga mogunost procjene uporabe odnosa sjavnou u promociji regija postavljena je natrokovnom principu. Autor je, analizirajui

According to the data in Table 1, 3,439 foreignjournalists visited Croatia between 2005 and2009, and the equivalent value of their texts andbroadcasts, including the electronic media, isestimated at between HRK 1 billion (2005) andmore than HRK 1.7 billion (2009), equivalent toabout EUR 235 million.

The strong impact of media relations and studytours for groups of journalists or for individual

journalists is clear. As can be seen, the valueof published and broadcast information hasincreased from year to year, as has the quantity ofinformation through a wider circulation or more

minutes of broadcasting time. There has been acontinuous increase in the number of journalistswho come to Croatia and in the interest shown inCroatia as a tourist destination. When the shownfigures are converted into Euros, we get theresults as shown in Table 2.

In the five-year period, the value of publishedand broadcast reports increased by 70%, whichnot only shows that promotion and publicrelations were successful but indicates the two-

way communication character of public relations,which is an indicator of the interest shown by the

foreign media in our tourism offer.Table 3 gives an estimated value of publishedwritten contributions in the press andcontributions in the electronic media andcompares it with the total annual budget of allregional DMOs and the national umbrella DMO.

The table shows the multiple effects that relationswith the media and journalists had on promotion.The estimated financial result of published andbroadcast contributions exceeds HRK 1.7 billion,

which is five times more than the total budgets

available to regional DMOs and the nationalumbrella DMO in 2009.

If we had to evaluate the general importanceand role of public relations through the resultsof primary public relations alone, we could saythat public relations certainly have a leading


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2


prikupljene podatke s terena, razvrstavajuih ihprema novopostavljenoj klasifikaciji, doao do

zakljuka da se, pri upravljanju marketingomturistikih destinacija u Republici Hrvatskoj,objektivno troe znatna sredstva za odnoses javnou, to govori o njihovoj svestranoji irokoj uporabi. Prikaz trokova daje se u

Tablici 4.

Najvie novca troi se za poslovne (marketinke)odnose s javnou (69,74%), jer oni obuhvaaju inajvei spektar poslova. Poslovni odnosi s javnouu izravnoj su marketinkoj funkciji, a imaju inajvee trokove. Utroak je logian, jer poslovni

odnosi s javnou ukljuuju financijski zahtjevneaktivnosti, kao to su nastupi na inozemnimsajmovima, poslovni nastupi i prezentacije teizrada prateih info i promocijskih materijala, gdjesu izdaci znatno vei no kod, primjerice, osnovnihodnosa s javnou.

role in promoting tourist regions and thecountry as a whole.

Another way to estimate the value of publicrelations in promoting regions is by using thecost principle. The author collected data fromthe field, classified them according to the newlydesigned classification and concluded thatsignificant amounts of funds are spent on publicrelations in managing the marketing of tourismdestinations in the Republic of Croatia, whichtestifies to the versatile and widespread use of PR.

The costs are shown in Table 4.

The greatest amount of money was spent on

business (marketing) public relations (69.74%)since they cover the largest range of businessactivities. Business public relations are a directfunction of marketing and incur the biggest costs.

These costs are justifiable since this area involvesfinancially demanding activities, such as presence

TABLICA 4. TROKOVI ODNOSA S JAVNOU PO KATEGORIJAMA, REGIONALNE I NACIONALNA DMO, 2009.

TABLE 4. PUBLIC RELATIONS COSTS BY CATEGORY IN REGIONAL DMOS AND IN THE NATIONAL DMO, 2009

DMO OSNOVNI OSJPRIMARY PR MARKETINKI OSJMARKETING PR ODNOSI S DRUTVENOMZAJEDNICOMRELATIONS WITH THESOCIAL ENVIRONMENT

INTERNI OSJINTERNAL PR

1. Istra / Istria 1.476.137 4.206.568 582.404 216.742

2. Kvarner 186.770 2.545.946 300.046 979.933

3. Dalmacija / Dalmatia 924.334 6.846.077 674.470 433.644

4. Sredinja Hrvatska /Central Croatia

91.170 2.335.450 741.928 829.733

5. Slavonija / Slavonia 265.394 1.183.086 468.527 341.479

6. Lika-Karlovac 74.237 637.083 179.697 197.497

7. Zagreb 940.000 38.296.000 345.000 1.030.5008. HTZ

Croatian National Tourist Board7.164.003 45.963.955 7.216.143 1.998.515

UKUPNO / TOTAL 11.122.045 63.756.421 10.508.269 6.038.043

% 12,17% 69,74% 11,49% 6,60%



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Osnovni odnosi s javnou upravo govore onjihovoj izuzetno visokoj efikasnosti i efektivnostikoju je autor u ovom radu pokazao. Odnosis novinarima i medijima te visok promotivniuinak koji imaju objavljeni novinarski priloziu tiskovinama i elektronikim medijima, udananjim uvjetima, kada informacija ima

visoku uporabnu vrijednost, svakim danom susve znaajniji. Istovremeno, primarni odnosi s

javnou, koji u promociji daju vrlo visok povratulaganja, troe, u ukupnosti trokova odnosa s

javnou, najmanja sredstva od svega 12,17% nanacionalnoj i regionalnim razinama zajedno.

Za destinacijski su marketing u Hrvatskoj znaajnii odnosi s drutvenom zajednicom, za koje se troi11,49% ukupnih sredstava namijenjenih odnosimas javnou na dravnoj i regionalnim razinama.Hrvatska je turistika zemlja i eli li i dalje graditisvoj turistiki imid, gostoljubivost i razvijatiosjeaj za turizam kod svih stanovnika, nuno jeulaganje u odnose s drutvenom zajednicom.

U internim odnosima s javnou u relativnimpokazateljima troi se najmanje sredstava(6,6%). Krovna DMO i regionalne zajedniceu apsolutnom iznosu izdvajaju neto vie od 6

milijuna kuna za interne odnose s javnou.U zavrnoj tablici daje se pregled trokova odnosas javnou na razini regionalnih DMO. Naregionalnim razinama sredstva za funkcionalnimarketing puno su vie ograniena nego to je tosluaj na razini Hrvatske turistike zajednice tesu odnosi s javnou i prema kriterijima trokovaprimarni izbor meu promocijskim taktikama(Tablica 5).

Temeljem provedenog istraivanja dolazise do zakljuka da su odnosi s javnou na

razini regionalnih destinacijskih menadmentorganizacija u Hrvatskoj najznaajnija promocijskai marketinka taktika i tehnika, koja se najeekoristi. Prosjeno odnosi s javnou u trokovimafunkcionalnog marketinga sudjeluju sa 61,96%,relativno najmanje koriste se u DMO kontinentalneHrvatske (53,14%), a najznaajniji korisnici odnosa

at international fairs, business meetings andpresentations, the production of informative andpromotional material, so the expenses here aremuch higher than, say, in primary public relations.

Primary public relations are highly efficientand effective, as the author has shown in this

work. Relations with journalists and the mediaand the strong promotional impact of publishedand broadcast material in the press and in theelectronic media have been constantly gainingin importance. It is of utmost relevance today,

when information has high user value. That said,primary public relations, which give a very high

return on investment, account for the smallestpart of the total cost of public relations at nationaland regional levels combined only 12.17%.

Relations with the social environment play asignificant role in destination marketing in Croatia,and consume 11.49% of total PR funds available atnational and regional levels combined. Croatia isa tourism country which seeks to further build itsimage, hospitality, and sensitivity to tourism withall its citizens. To achieve this, it needs to invest inrelations with the social community.

Internal public relations need the smallestamount of money, relatively speaking (6.6%).

The umbrella DMO and regional boards set asideslightly more than HRK 6 million for internalpublic relations in absolute terms.

Table 5 gives a review of the costs of publicrelations in regional DMOs. Funds available forfunctional marketing at regional levels are muchmore limited than the funds of the CroatianNational Tourist Board assigned for the samepurpose, so public relations are the first choiceamong promotional techniques by the cost

criteria, too (Table 5).The research carried out draws the conclusionthat public relations in regional destinationmanagement organisations in Croatia are themost significant promotional and marketingtactics and technique, and the ones which are


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4


s javnou u poslovanju su DMO Dubrovako-neretvanske upanije (ak 75%) i DMO Kvarnera(72%). Kako je rije o razvijenim regionalnimturistikim zajednicama, to govori u prilog injenicida se razvijena i turistiki popularna odreditauspjeno koriste odnosima s javnou.

the most frequently used. Public relationsaccount on average for 61.96% of the functionalmarketing costs; they are relatively least usedin the DMOs of continental Croatia (53.14%).

The most important users of public relations intheir business operations include the DMO ofDubrovnik-Neretva County (as much as 75%)and the DMO of Kvarner (72%). As these aredeveloped regional tourist boards, it can be saidthat developed destinations, popular with tourists,successfully implement public relations.

TABLICA 5. TROKOVI ODNOSA S JAVNOU, REGIONALNE DMO, 2009.

TABLE 5. PUBLIC RELATIONS COSTS, REGIONAL DMOS, 2009

DMO REGIJEDMO REGIONS

TROKOVI ODNOSA SJAVNOUPUBLIC RELATIONS COSTS

UKUPNI FUNKCIONALNITROKOVITOTAL FUNCTI ONAL COSTS

UDIO ODNOSAS JAVNOUSHARE OF PUBLICRELATIONS

1. Istra / Istria 6.481.851 10.464.537 62,00%

2. Kvarner 4.022.595 5.584.482 72,00%

3. Dalmacija / Dalmatia

Zadar 1.863.604 3.420.019 54,49%

ibensko-kninska The ibenik-Knin region

1.261.132 1.762.677 71,55%

Splitsko-dalmatinska The Split-Dalmatia region 4.536.365 7.701.647 58,90%

Dubrovako-neretvanska The Dubrovnik-Neretva region

1.217.384 1.622.728 75,02%

4. Kontinent

Sredinja Hrvatska Central Croatia

3.998.335 7.524.009 53,14%

Slavonija / Slavonia 2.258.486 3.730.274 60,54%

Lika-Karlovac 1.088.514 1.489.980 73,05%

5. Grad Zagreb The City of Zagreb

30.617.500 49.253.000 62,16%

UKUPNO / TOTAL 57.345.500 92.553.363 61,96%



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ZAKLJUAK

Na visoko konkurentnom turistikom tritu,gdje se svakodnevno pojavljuju novi ponuai ipredstavljaju nove destinacije s razliitim vrstamaatraktivne turistike ponude, od izuzetnog jeznaaja uspjeno promovirati i predstaviti gostima

vlastitu destinaciju.

Uspjena promocija i upravljanje promocijomturistike destinacije stoga je, prvenstveno uzkvalitetan proizvod, od presudnog znaaja zapribliavanje destinacijske ponude potencijalnimgostima turistima i njihovo privlaenje u destinaciju.

Odluujui posao u marketingu turistike destinacijeodrauju destinacijske menadment organizacije,ije je marketinko i promocijsko djelovanjenajea i najznaajnija zadaa, tim vie ukolikose radi o neprofitnim destinacijskim menadmentorganizacijama, kakav je sluaj u Hrvatskoj.

Pri komuniciranju s tritem koriste serazliite tehnike pri promociji destinacije, nou promocijskom spletu kojim se destinacijskemenadment organizacije koriste, najznaajnijemjesto imaju odnosi s javnou kojima, najee,uz bok stoji oglaavanje, a obje marketinketehnike daju odlian sinergijski rezultat.

Temeljeno na provedenom istraivanju, autorje doao do zakljuka da odnosi s javnou,u upravljanju marketingom i promocijom udestinacijskim menadment organizacijama uHrvatskoj, imaju vodeu ulogu za odabir destinacijeturistikog putovanja kod gostiju i najznaajnijisu initelj kreiranja pozitivne prepoznatljivosti(imida) destinacije. Takoer, odnosi s javnouimaju izravan utjecaj na kontinuirani uzlaznitrend dolazaka i broja noenja gostiju. To se

posebno odnosi na primarne odnose s javnou,tj. odnose s medijima i stranim novinarima ustvaranju pozitivnog publiciteta zemlje kao cjeline iregionalnih turistikih destinacija.

O vodeoj ulozi odnosa s javnou govorerezultati dvaju provedenih temeljnih istraivanja.

CONCLUSION

In a highly competitive market, where newproviders appear every day and introduce newdestinations with various types of attractivetourism offers, it is of utmost importance tosuccessfully promote and present to guests onesown destination.

Once you have a quality product, the successfulpromotion and the management of the promotionare vital in order to introduce the destination topotential guests-tourists and to attract them tothis destination.

Destination management organisations play thebiggest role in marketing a tourism destination,and marketing and promotional activities are theirmost frequent and most important tasks. This iseven more important if DMOs are, as in the caseof Croatia, non-profit organisations.

Different destination promotion techniquesare used for communicating with a market. Inthe promotional mix used by DMOs, the mostimportant tool is public relations, most often closelyfollowed by advertising, and the two marketingtechniques have an excellent synergistic effect.

Based on the findings of the conducted research,the author has drawn the conclusion that inmanaging marketing and promotion in destinationmanagement organisations in Croatia, publicrelations have the leading role in influencingpotential guests to choose a destination, andare a crucial factor in creating a positive andrecognisable image of a destination. Furthermore,public relations have a direct impact on thecontinuous upward trend of arrivals and on thenumber of overnight stays. This particularly

relates to primary public relations, i.e. relationswith the media and foreign journalists, which helpcreate favourable publicity for the country as a

whole and for its regional tourist destinations.

The results of two basic research studies testify tothe leading place of public relations. The value of


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Vrijednost objavljenih novinarskih radova uinozemnim tiskovinama i elektronikim medijima

je pet puta vea od prorauna kojima raspolauregionalne i nacionalna destinacijska menadmentorganizacija u Hrvatskoj. Istovremeno, na odnoses medijima i organizaciju studijskih putovanjanovinara kao primarnih odnosa s javnou troise samo 12,17% ukupnih sredstava namijenjenihodnosima s javnou.

Drugo istraivanje govori o preostalimkategorijama odnosa s javnou (marketinkim sajmovi, prezentacije, info aktivnosti, studijskaputovanja agenata i dr.), internim odnosima s

javnou i odnosima s drutvenim okruenjem.U tim se kategorijama ukupno troi 61,96%(regionalne DMO) sredstava namijenjenihfunkcionalnom marketingu.

Kad se doda visoka uloga primarnih odnosa sjavnou, potvruje se teza o vodeoj ulozi odnosas javnou u promociji i upravljanju marketingomturistike destinacije.

BILJEKA

1

Hrvatska turistika zajednica,Program rada za 2010. godinu

journalists print and broadcast contributions inthe press and electronic media is five times higherthan the combined budgets of regional and thenational destination management organisationsin Croatia. At the same time, only 12.17% of thetotal funds devoted to public relations is spent onmedia relations and field tours of journalists, i.e.primary public relations.

The second study refers to the remainingcategories of public relations (marketing fairs,presentations, informational activities, studytours by agents, etc.); internal public relations;and relations with the social environment. These

categories use 61.96% of DMOs funds set asidefor functional marketing.

When the valuable role of primary public relationsis added, the thesis that public relations are aleading tool in the promotion and marketingmanagement of a tourist destination is confirmed.

REFERENCE

1Croatian National Tourist Board,Programme ofWork for 2010.


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