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Turizam je s vremenom postao globalan skup odnosa i pojava s različitim motivima, od slobodnog vremena i avanture do poslovnih putovanja i kulturnog istraživanja. Pojavile su se i mnoge destinacije koje pokušavaju privući pažnju na sebe. Povezano s time su nastali i koncepti brendiranja i imidža turističkih destinacija. Destinacije žele putem društvenih medija privući potencijalne posjetitelje pa tako na njima kreiraju raznolik sadržaj. U ovom radu su prikupljeni primarni podatci s ciljem istraživanja imidža o destinaciji Norveškoj na društvenom mediju Instagram. Ispitanici su podijeljeni u dvije skupine, oni koji su imali pristup Instagram profilu i oni koji nisu imali. Ukupno je prikupljeno 110 ispitanika. U anketama su bila pitanja otvorenog i zatvorenog tipa, a ispitivali su se stavovi o obilježjima destinacije i afektivni stavovi o destinaciji. Korištene su Likertove skale i TOMA metoda, putem koje su se dobile asocijacije o destinaciji. Teorijski dio je napisan istraživanjem sekundarnih podataka, koji su pronađeni u raznim znanstvenim radovima i knjigama. Podatci su se analizirali u tablicama i grafikonima, a rezultati su obrađeni u programima Excel i SPSS. Glavni cilj istraživanje je dobiti uvid o percepcijama ispitanika o državi Norveškoj te saznati postoje li razlike u percepcijama na osnovi dostupnosti Instagram profila. Prva hipoteza je odbačena te je utvrđeno da postoje razlike između percepcije imidža destinacije kod ispitanika koji su imali pristup Instagramu i onih koji nisu. Druga hipoteza je potvrđena te je ustanovljeno da ne postoje razlike o percepciji imidža destinacije s obzirom na prethodnu upoznatost s destinacijom. Još jedan cilj ovog istraživanja bio stvoriti temelj za naredna istraživanja na ovu temu te usmjeriti aktivnosti destinacijskih marketing organizacija. With the time, tourism has become a global set of relationships and phenomena with different motives, from leisure and adventure to business travel and cultural exploration. Many destinations have also appeared that are trying to draw attention to themselves. Concepts of branding and image of tourist destinations were also created in connection with this. Destinations want to attract potential visitors through social media, so they create diverse content on them. In this paper, primary data was collected with the aim of researching the image of the destination Norway on the social media Instagram. The respondents were divided into two groups, those who had access to an Instagram profile and those who did not. A total of 110 respondents were collected. The surveys included open-ended and closed-ended questions, and attitudes about the characteristics of the destination and affective attitudes about the destination were examined. Likert scales and the TOMA method were used, through which associations about the destination were obtained. The theoretical part was written by researching secondary data, which were found in various scientific papers and books. The data were analyzed in tables and graphs, and the results were processed in the Excel and SPSS programs. The main goal of the research is to gain insight into respondents' perceptions of Norway and to find out if there are differences in perceptions based on the availability of Instagram profiles. The first hypothesis was rejected and it was determined that there are differences between the perception of the destination's image among respondents who had access to Instagram and those who did not. The second hypothesis was confirmed and it was established that there are no differences in the perception of the destination's image with regard to previous familiarity with the destination. Another goal of this research was to create a foundation for subsequent research on this topic and to direct the activities of destination marketing organizations. |
