Improving destination image through creative guerilla marketing in cultural events promotion

Kulturne institucije i kulturni događaji u povijesti nisu toliko ovisile o marketingu i oglašavanju kao što je situacija danas. Kako bi privukli i zadovoljili potrebu publike bio im je potreban samo tradicionalni oblik marketinga. Današnji ljudi žive ubrzanim načinom života, imaju sve manje slobodnoga vremena za zabavu, ali veliki izbor različitih oblika zabave. Zbog toga kulturne institucije i organizatori kulturnih događaja moraju prihvatiti nove, moderne i neuobičajene oblike marketinga i promocije kako bi zainteresirali i privukli publiku. Upravo je kreativni gerilski marketing jedan od primjera nekonvencionalnog načina oglašavanja koji na zanimljiv, neuobičajen i drugačiji način može pomoći u promociji kulturnih događanja. Njegovom implementacijom kulturne institucije i kulturni događaji mogu privući novu publiku, ali i sponzore, te postati jedinstveni i prepoznatljivi na tržištu. Turističke destinacije moraju aktivno pratiti različite relevantne čimbenike kao što su potrebe i želje turista, utjecaj okoline, prilike i potencijale koje sama destinacija ima, i interakciju svih sudionika turističke ponude, među kojima se nalaze kulturne institucije i kulturni događaji. Na taj način destinacija stvara konkurentsku prednost na tržištu, što rezultira unaprjeđenjem imidža destinacije.Cultural institutions and historical events are less dependent on marketing and advertising today. They only needed a traditional form of marketing to attract and satisfy the audience's needs. Today's people live a fast-paced lifestyle; they have less free time for entertainment and a large selection of different forms of entertainment. That is why cultural institutions and organizers of cultural events must accept new, modern, and unusual conditions of marketing to interest and attract an audience. Creative guerilla marketing is one example of an unconventional way of advertising that, in its attractive, unusual, and different way, can help promote cultural events. Through its implementation, cultural institutions and events can attract new audiences and sponsors and become unique and recognizable. Tourist destinations must actively monitor various relevant factors, such as the needs and wishes of tourists, the influence of the environment, the opportunities and potentials that the destination has, and the interaction of all participants in the tourist offer, including cultural institutions and cultural events. In this way, the destination creates a competitive advantage in the market, which improves the destination's image