ANALYSIS OF MARKETING ACTIVITIES OF SELECTED ADVENT EVENTS IN EUROPE

Već dugi niz godina, urbane su destinacije vrlo privlačna turistička mjesta. Međutim, u vrijeme Adventa, takve urbane destinacije dobivaju još više na značenju. To je zasigurno uvjetovano kvalitetom turističkog sadržaja, ali i povećanim marketinškim aktivnostima koje se provode u svrhu promocije destinacije. Predmet ovog rada jest rast turističke potražnje za adventskim manifestacijama te kreiranje i rast turističkih ponuda u skladu s potražnjom za adventskim manifestacijama. U skladu s predmetom rada formiran je i cilj rada; analizirati te usporediti aktivnosti te turističku ponudu adventskih manifestacija u Europi. U radu su korišteni sekundarni podaci koji su prikupljeni iz stručne literature s predmetnog područja, a ona uključuje knjige, znanstvene članke te internetske stranice od interesa. Osim teorijskog dijela o marketingu u turizmu, u ovom će se radu analizirati marketinški miks tri popularne manifestacije u Europi; Advent u Zagrebu, Advent u Budimpešti te Advent u Beču.For many years, urban destinations have been very attractive tourist destinations. However, at the time of Advent, such urban destinations are gaining even more importance. This is certainly conditioned by the quality tourist content, but also by the increased marketing activities carried out for the purpose of promotional destinations. The subject of this paper is the growth of tourist demand for Advent events and the creation and growth of tourist offers in accordance with the demand for Advent events. In accordance with the subject of the paper, the goal of the paper was formed; analyze and compare the activities and tourist offer of Advent events in Europe. The paper uses secondary data collected from the professional literature in the subject area, and it includes books, scientific articles and websites of interest. In addition to the theoretical part on marketing in tourism, this paper will analyze the marketing mix of three popular events in Europe; Advent in Zagreb, Advent in Budapest and Advent in Vienna