Organizacija i provedba marketinga u projektu "Turistički brod na rijeci Dravi u gradu Osijeku"

Na početku ovog diplomskog rada detaljno je objašnjena usluga turističkog broda na rijeci Dravi u gradu Osijeku, programi koji bi bili ponuđeni te je analizirana situacija ciljnog tržišta. Kroz analizu potencijalnog tržišta obuhvaćene su glavne demografske te geografske odrednice, koje u ovom slučaju predstavljaju određeni potencijal za uvođenje navedene usluge. U drugom djelu diplomskog rada većinom je riječ o marketinškim aspektima navedene usluge,odnosno detaljno su predstavljeni načini organizacije i provedbe marketinga. Kroz analizu sekundarnih podataka iz različitih izvora o tradicionalnim medijima (novine,TV,radio i sl.) zaključeno je kako je najisplativije korištenje lokalnih medija s obzirom na potencijalne ciljane skupine potrošača. Najviše vremena posvećeno je analizi i istraživanju Internet oglašavanja u službi promocije turističkoga broda pa prema tome govori se i o display-oglašavanju, oglašavanju na tražilicama,te oglašavanju na društvenim mrežama. Međutim, u ovom radu najviše se govori o promocijskim alatima, odnosno društvenim mrežama koje bi se u ovom slučaju najviše koristile (s obzirom na učinkovitost), a to su Facebook i Instagram. Također, pojašnjeni su razlozi korištenja navedenih društvenih mreža, njihove prednosti te načini na koji bi one pomogle u komunikaciji sa potencijalnim i postojećim korisnicima. Potencijal uvođenja usluge vožnje turističkim brodom istražen je kroz anketni upitnik na 122 ispitanika, koji žive u gradu Osijeku ili su bili u gradu Osijeku te su upoznati sa turističkom ponudom grada.At the beginning of this graduation thesis the service of tourist boat on the river Drava in the city of Osijek was explained in detail, as well as programs that would be offered and analysis of the situation of the target market. The analysis of potential markets covered the main demographic and geographical determinants which in this case represent a certain potential for the introduction of this service. The second part of thesis is mainly about marketing aspects of this service, respectively ways of organizing and implementing marketing are presented in detail. Through the analysis of secondary data from various sources of traditional media (newspaper, TV, radio etc.) it was concluded that the most cost – effective is use of local media with regard to the potential target group of consumers. Most attention was devoted to analysis and research of internet advertising in the service of promoting tourist boat, therefore it was discussed about display advertising, advertising on internet search engines and advertising on social networks. However, in this thesis, is mostly argued about promotional tools, respectively social networks that could be in this case the most used (with regard to efficiency), such as Facebook and Instagram. Also, the reasons for using these social networks are explained, as well as their advantages and ways in which they can help in communicating with potential and existing customers. The potential of introduction of driving tourist boat was examined through questionnaire which included 122 participants who live in the city of Osijek, or were in the city of Osijek, and are familiar with the tourist offer of the city