20.500.12556/RUL-121623 Učinki komuniciranja na percepcijo gledališkega festivala pri mladih gledalcih. Primer Festivala Borštnikovo srečanje primer Festivala Borštnikovo srečanje The effect of marketing communications on the perception of a theatre festival with young audience. Case study of Maribor Theatre Festival magistrsko delo Vsaka kulturna organizacija, ki si želi zagotoviti dolgoročno preživetje, mora zagotoviti stalen dotok novega (mladega) občinstva. Pri tem pomembno vlogo igra ugled kulturne organizacije kot tržne znamke in njena percepcija pri (potencialnemu) občinstvu. V pričujoči magistrski nalogi zato pogled usmerjamo proti gledalcem. Na primeru Festivala Borštnikovo srečanje raziskujemo učinke tržnega komuniciranja gledališkega festivala na percepcijo le-tega pri mladih gledalcih. Pri tem analiziramo Festival Borštnikovo srečanje kot samostojno tržno znamko ter identiteto in razvoj znamke skozi več kot 50-letno zgodovino Festivala. Glavni namen naloge je ugotoviti, ali se percepcija, ki jo o festivalu imajo mladi gledalci, ujema z identiteto znamke Festival Borštnikovo srečanje, in kakšna je vloga, ki jo pri tem zaseda tržno komuniciranje Festivala. V sklopu raziskovalnega dela naloge smo izvedli poglobljene intervjuje z organizacijsko ekipo, ki je Festival vodila med letoma 2009 in 2017, ter z dvema fokusnima skupinama, v katerih so sodelovali mariborski dijaki. V nalogi pridemo do zaključka, da mladi gledalci Festival Borštnikovo srečanje percipirajo v skladu z njegovo identiteto. Pri tem še posebej pomembno vlogo igra tržno komuniciranje Festivala, saj ima prav vsakokratna celostna grafična podoba festivala največji vpliv na percepcijo Festivala pri mladih gledalcih. Any arts organization that wants to survive long term, must ensure a constant influx of new (young) audience. In their efforts, brand reputation and brand perception an art organization enjoys among its audience are especially important. The following MA thesis turns the spotlight towards the audience. Based on a case study of Maribor Theatre Festival, we investigate the role of marketing communication on brand perception of the Festival in the minds of its young audience. We analyse Maribor Theatre Festival as a brand, its brand identity and development throughout its 50 years of history. The main aim of the thesis is to identify whether brand perception of the Festival among young audience coincides with its brand identity and the role of Festival’s marketing communication activities in this process. As part of our research we conducted an in-depth interviews with organization team which lead the Festival between 2009 and 2017, as well as interviews with two focus groups with high school students from the city of Maribor. In the thesis, we come to a conclusion that young audience indeed perceives Maribor Theatre Festival in accordance with its brand identity and that marketing communication is the most important factor in this process, especially its corporate visual identity. marketing kulture znamčenje v kulturi identiteta tržne znamke razvoj občinstva percepcija tržne znamke. arts marketing branding the arts brand identity audience development brand perception. true true false [G. Lacić] Slovenski jezik Angleški jezik Magistrsko delo/naloga 2020-10-21 07:36:07 2020-10-21 07:36:12 2022-09-02 04:00:15 0000-00-00 00:00:00 2020 0 Ljubljana 0 Ljubljana 130 str. 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 316.77:792(043.2) 122724 36771843 4160.pdf 4160.pdf 1 E6BEA1607EF2A8A8C3E15FBDC4D6398C 26e1f8e0621fe4a7afa9ae52b23ccd4b0f1fa647e6bd3b928290d11c7c024d38 efd5c16a-a1ba-11eb-a523-00155dcfd717 https://repozitorij.uni-lj.si/Dokument.php?lang=slv&id=136608 Fakulteta za družbene vede 0 0 0