engleski

The branding of Požega –Slavonia Country by means of Integral Quality Managament of a tourist destination

The purpose of this paper is to examine the way in which tourist destinations, understood as complex tourist spaces including different resources and stakeholders, and defined by the relationship between the local community, attractions and tourists, approach the process of branding by using the model of integral quality management.. Methodology - Primary research is conducted by examining the attitudes of key stakeholders in private tourist sector who create and launch tourist products in Požega-Slavonia County, the examination of public workshops and audit, as well as the study of strengths and weaknesses of its tourist business entities. The results of the research, presented in this paper, are formulated on the basis of the data collected and analysed in this manner. Contribution - Investigating strengths and weaknesses and analysing the image of a destination are the first steps in the creation of a tourist destination brand. Complementary advantages, nature, climate, geographical position, monuments, are no longer enough. A tourist destination not managing its quality development is left to its own resources, and faces the threat of losing its attributes in the future. This paper illustrates the process of quality management of a destination on the example of Požega-Slavonia County, the goal of which is to define the standard and criteria of quality, named regionally Zlatna Slavonia (Golden Slavonia). The interconnectedness of the offer, information, the development of the destination product, the offer of local products, and a systematic and continued education are goals in establishing integral quality management system of a tourist destination.

Tourist system: branding: tourist destination: integral quality management : Požega- Slavonia County

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