MARKETING OF CULTURAL EVENTS ON EXAMPLE OF MOTOVUN FILM FESTIVAL 2018

Predmet rada je kulturni turizam i marketing kulturnih evenata u Hrvatskoj. Kulturni turizam je oblik turizma u kojem prevladava interes potražnje za sadržajima i objektima kulturnog karaktera. Kulturni event može se definirati kao javna manifestacija koja je rezultat organizacije programskih aktivnosti u obliku zabavne tematike ili jednog modela aktivnosti koja na specifičan način privlači znatan broj turista. Osnovni cilj rada je ukazati na važnost marketinga prilikom organizacije evenata kako bi svaki kulturni event bio uspješan i kako bi svaki turist zadovoljio svoje želje i potrebe te sa zadovoljstvom napustio destinaciju gdje se održava event. Marketing kulturnih evenata prikazan je kroz Motovun Film Festival. Motovun Film Festival zamišljen je kao nenatjecateljski festival no iz godine u godinu dodavao je nove nagrade. Unatoč tome, nagrade nikad nisu obuzele smisao festivala. U 2018. godini u pet festivalskih dana na filmskom brdu prikazano je više od stotinu nezavisnih filmova, a za nagrade natjecalo se njih deset. Propeler Motovuna je glavna nagrada festivala koju dodjeljuje međunarodni žiri najboljem filmu u glavnom programuThe topic is about cultural tourism and marketing of cultural events in Croatia. Cultural tourism is a form of tourism mostly concentrated on searching for contents and objects with cultural characteristis. Marketing of cultural events can be define aa result of program activities that attract a number of tourists. The main task is to show importance of marketing in organizing events so that every cultural event is successful and that each tourist meets their wishes and needs and leave the destinations where the event takes place. Marketing of cultural events is show through the Motovun Film Festival. The Motovun Film Festival was conceives as a non-competitive festival but year after year it added new awards. However, it never affected on it’s quality and uniqueness. In 2018, through five festival days in film hill has been played more than hunderd different movies. In the run for awards was them ten. The Propeler of Motovun is main prize awards by international jury to the best movie in the main program