engleski

THE UMBRELLA BRAND AND BRANDING PROCESS IN THE KVARNER DESTINATION

THE “ UMBRELLA” BRAND AND BRANDING PROCESS IN THE KVARNER DESTINATION. Fierce competition on the world tourism market is making it necessary for tourist destinations to position themselves appropriately and to differentiate themselves from the competition. This paper looks at the importance of space as a key marker of a tourist destination, and focuses on the meaning of a brand in enhancing attractiveness on the tourism market and strengthening competitive ability. The paper is based on the example of the Kvarner destination, that is, the Primorsko-Goranska County.

umbrella brand; tourist destination

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