Branding traditional and natural products by providing tourist experience: What are the effects (CROSBI ID 683258)
Prilog sa skupa u zborniku | izvorni znanstveni rad | međunarodna recenzija
Podaci o odgovornosti
First Komen, Ivana ; Stamenić Oštrić, Sanja
engleski
Branding traditional and natural products by providing tourist experience: What are the effects
The mission of this research is to analyze how small producers of natural and traditional products can strengthen their position in the market and bring positive change to themselves and their stakeholders by establishing a brand and making it stronger through storytelling, organic certification and providing tourist experience. The study was approached inductively, by applying in-depth multiple source analysis on an identified exemplar case. The results show that creating a brand story and getting and presenting organic label are important factors for the market success, but yield limited results without consumers having the opportunity to experience the brand and its story. Producers of natural and traditional products are adviced to think of ways of how to provide consumer experience and how to get consumers in touch with their products, i.e. how to turn a non touristic business into a touristic one. This will have the strongest effect on their own sales, but will also benefit the other stakeholders the most.
industrial tourism ; tourist experience ; storytelling ; traditional and natural products
nije evidentirano
nije evidentirano
nije evidentirano
nije evidentirano
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nije evidentirano
Podaci o prilogu
291-306.
2019.
objavljeno
10.20867/tosee.05.29
Podaci o matičnoj publikaciji
ToSEE - Tourism in Southern and Eastern Europe 2019 Creating innovative Tourism Experiences: The way to Extend the Tourist Season
Zadel, Z. ; Smolčić Jurdana, D.
Opatija: Fakultet za menadžment u turizmu i ugostiteljstvu Sveučilišta u Rijeci
1848-4050
Podaci o skupu
5th International Conference Tourism in Southern and Eastern Europe: Creating Innovative Tourism Experiences: The Way to Extend the Tourist Season (ToSEE 2019)
ostalo
16.05.2019-18.05.2019
Opatija, Hrvatska
Povezanost rada
Ekonomija