engleski

DESTINATION BRANDING: MEASURING TOURIST PERCEPTION OF DESTINATION BILJE, EASTERN SLAVONIA

Creating and branding a tourist destination includes a visible external display of all tangible and intangible elements. In recent years, the goal of tourism content trends has been to transform Croatia into a tourist destination that offers more than a family vacation, and more than sun and sea. In such circumstances, the removal of a number of developmental constraints remains an essential factor in the success of tourism development according to the master plan and strategy of tourism development in the Republic of Croatia until 2020. As Slavonia faces challenges such as unemployment, lack of content and programs of active, cultural and ecotourism, poor visibility and promotion of the region - tourism can become the key for the development of Eastern Slavonia. This paper analyzes what factors are necessary for establishing a stronger tourist identity of tourist destination in Slavonia: Bilje. As an ecotourism destination, Bilje is increasing the number of tourist arrivals and overnight stays, but it has to enhance cross- sectoral and cross-border cooperation with that and, thus, improve the overall socio-economic situation in the region. The aim of this paper is to research the perception of the tourist offer of Bilje as a tourist destination, to examine the views and opinions of potential and actual visitors on the offer, and to examine the level of satisfaction with the tourist offer. Research goal is to find out to what extent are respondents familiar with the tourist offer of the municipality of Bilje and its visual identities with the aim of improving the tourist offer by creating different visitor profiles. The methodology used considers the basic principles of destination management that imply the development of new, innovative ecotourism contents, programs, products, and infrastructure visible through numerous tourist products.

Bilje, tourism, perception, destination branding.

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