RELATION BETWEEN MEDIA AND TOURISM – EXAMPLE OF CROATIA AS TOURIST DESTINATION ROMANA LEKIĆ, PhD, Chair of Tourism Department VERN’ University of Applied Sciences Zagreb TENA FRANJIĆ, M.A. in Economics, Director Omega Group Zagreb Prof.Mr.Sc. MARTINA MENCER SALLUZZO, Lecturer

GOALS AND RESEARCH QUESTIONS ToSEE - Tourism in South East Europe 3rd International Scientific Conference Sustainable Tourism, Economic Development and Quality of Life University of Rijeka, Faculty of Tourism and Hospitality Management Opatija GOALS AND RESEARCH QUESTIONS What promotional activities and what media are used these days for promotion of Croatian tourism? Which media are used most frequently as the source of information for tourists who visit Croatia? Which types of social networks have the greatest influence on planning the trip and choosing a tourist destination? (Research done on the sample of student population, full- and part- time students of the VERN’ University of Applied Sciences)

RESEARCH METHODS Desk research – secondary sources of data ToSEE - Tourism in South East Europe 3rd International Scientific Conference Sustainable Tourism, Economic Development and Quality of Life University of Rijeka, Faculty of Tourism and Hospitality Management Opatija RESEARCH METHODS Desk research – secondary sources of data Primary research: On-line survey – The survey was seen by 818 people, and 325 filled it in. 118 students filled the questionnaire in the paper form, at VERN’ University, while 207 students filled it in on-line (statistical response rate 39.73%)

ToSEE - Tourism in South East Europe 3rd International Scientific Conference Sustainable Tourism, Economic Development and Quality of Life University of Rijeka, Faculty of Tourism and Hospitality Management Opatija INTRODUCTION In promoting a tourist destination media have an important role, stressing particular values and attractions. Media presentation determines the “leading product” of a particular tourist destination. Internet plays a major role in informing customers about any topic or product, including tourist product. It is therefore and important factor in promotion of a tourist destination. Each tourist organization, destination or company that wishes to follow the trends is and must be present on the web. Besides internet pages and sites, there is an increasing number of different web portals, virtual magazines, and presentations of destinations and companies on social networks. In European and world framework, it is obvious that new technologies are main motor of economical and social modernisation.

ToSEE - Tourism in South East Europe 3rd International Scientific Conference Sustainable Tourism, Economic Development and Quality of Life University of Rijeka, Faculty of Tourism and Hospitality Management Opatija RESULTS The research results indicate that for planning of travel people use different sites and social networks. They read blogs and posts as part of their getting informed about a destination and accommodation. Facebook is the most popular social network (student survey shows that 97.2% of those who answered are members and most regularly update their profile) The available data (HTZ Gazette) and information gathered through interviews and conversations with employees of the main office of the Croatian National Tourist Board in Zagreb show that the in 2012 and 2013 Croatian National Tourist Board sent and published on their web pages over 400 press and media releases. In 2013 they responded to the requests of 150 domestic media, and in the first ten months of 2014, PR service responded to 262 information requests of the domestic and 45 requests of the foreign media from the markets that are not covered by on of the Tourist Board representative offices. Over 300 press releases were published, out of which over 100 were sent directly to different media.

ToSEE - Tourism in South East Europe 3rd International Scientific Conference Sustainable Tourism, Economic Development and Quality of Life University of Rijeka, Faculty of Tourism and Hospitality Management Opatija RESULTS Comparing the data from our analyses of the media presence based on the activity of Croatian Tourist Board representative offices in Croatia and abroad and the TOMAS research (summer 2007 and 2010) about the ways of getting informed about Croatia through the media one can see that results are similar: In Tomas (summer 2010) question about ways of getting informed, media take 29.4 percent, Croatian Tourist Board web pages 42 percent, while a high 35.4 percent is taken by sites such as TripAdvisor, Expedia, Adriatica.net, Holidaycheck.de and similar, and social networks (Twitter, YouTube, FaceBook, MySpace, blogs) 30.1 percent To the guests in hotels and tourist resorts, primary source of information are different media (35%), and an increasing number is also using internet (31%). To younger guests (up to 29 years old), Internet is the primary source of information (39%), and they also rely more on the recommendations of family and friends (35%) than the older guests, who greatly refer to their previous stay. This corresponds to the results of the survey conducted at the VERN’ University, where almost all surveyed students (93.5%) use Internet in the course of planning of their travel, and 84% ask their family and friends for advice.

ToSEE - Tourism in South East Europe 3rd International Scientific Conference Sustainable Tourism, Economic Development and Quality of Life University of Rijeka, Faculty of Tourism and Hospitality Management Opatija RESULTS The questionnaire was seen by 818 users and 325 filled it in; 118 students filled the survey in the written form, at VERN’ University, while 207 persons filled it in online. Sociodemographic analysis shows that majority (73.5%) are between the ages of 18 and 25 , female (60.9%). They are educated (44.6% are students and 32.9% already have the baccalaureus degree. 64.4 percent have income of less than 5000 kn per month Behaviour related to travel: 36 percent says they were on 3-4 leisure trips in the course of the last year, 18.2 % went to 5-6 trips, 9.8% to 7-8, and 10.22% to more than nine) About 34% start planning their trip 1-3 weeks before the actual travel, 37 % start 3-8 weeks before, and some (18.8%) start up to 4 months before Facebook is the most popular social network, with 97.2 percent of surveyed persons being members and regularly updating their profile Online experience: over 50 percent of surveyed students often read other people’s posts

ToSEE - Tourism in South East Europe 3rd International Scientific Conference Sustainable Tourism, Economic Development and Quality of Life University of Rijeka, Faculty of Tourism and Hospitality Management Opatija CONCLUSION Tourist destination in Croatia improve in the process of becoming aware of the great potential they have Destinations should gather more and more systematic data about the extent to which the information on tourist products and experiences that are found on social networks sites with “social content” can influence the potential consumers Media could take a more pro-active role, by thematically uniting the experiences and using them as a special generator of the mood. A successful destination communicates strong emotions Mediating through blogs and social networks a conclusion was made that it is possible to influence the motivation and the real or the expected experiences

SCIENTIFIC CONTRIBUTION ToSEE - Tourism in South East Europe 3rd International Scientific Conference Sustainable Tourism, Economic Development and Quality of Life University of Rijeka, Faculty of Tourism and Hospitality Management Opatija SCIENTIFIC CONTRIBUTION … possibility that tourist destinations of the future create synergy of DMOs and DMCs and with the contribution of different media they can transform their clients/ tourists into active participants, capable of creating bridged between the real and virtual world. Tourists can be creators and mediators of the story (stories) that is/are being told IMPLICATION FOR FURTHER RESERACH … could be found in new forms of economy, such as the economy of experience and impressions, the so-called affective economies What should be researched – the transformation of brands into the so-called lovemakers could soften the line of division between amenities and activities that are offered at a destination and branding of a destination (guests become co-creators)

Thank you for your attention! ROMANA LEKIĆ, PhD, Chair of Tourism Department, VERN’ University of Applied Sciences Zagreb, Iblerov trg 10/1, 10000 Zagreb 099/2479-538 romana.lekic@vern.hr TENA FRANJIĆ, M.A. in Economics, Director, Omega Group Zagreb, Mihanovićeva 40, 10000 Zagreb 091/6666-000 tena1franjic@net.hr Prof.Mr.Sc. MARTINA MENCER SALLUZZO, Lecturer, VERN’ University of Applied Sciences Zagreb, Iblerov trg 10/1, 10000 Zagreb 091/1350-555 martina.mencer.salluzzo@vern.hr