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Destination branding challenges in the multiethnic context: The case of Bosnia and Herzegovina (CROSBI ID 605972)

Prilog sa skupa u zborniku | izvorni znanstveni rad | međunarodna recenzija

Herceg, Nevenko ; Krešić, Damir ; Miličević, Katarina Destination branding challenges in the multiethnic context: The case of Bosnia and Herzegovina // International critical tourism studies conference. 2013

Podaci o odgovornosti

Herceg, Nevenko ; Krešić, Damir ; Miličević, Katarina

engleski

Destination branding challenges in the multiethnic context: The case of Bosnia and Herzegovina

Destination branding is still a relatively an underinvestigated phenomenon, especially the influence of destination branding on the destination competitiveness. However, the current body of knowledge provides growing evidence that destination branding has a significant impact on destination competitiveness. The process of destination branding, which is a very complex process in itself, becomes even more complex in the context of those destinations, such as Bosnia and Herzegovina, which have multiethnic character. Given the fact that Bosnia and Herzegovina is a country of three constituent peoples (ethnic groups), and therefore is characterized by very complex and complicated governmental structures and administrative- territorial organization, the question arises how is it possible to efficiently implement tourism destination branding process in such a complex environment. Taking into account all the constitutional and legislative complexities, the lack of jurisdictions on the national level and the overlapping jurisdictions on the lower levels of government and significant fragmentation and functional incoherence of the governmental institutions, it can be concluded that the tourism branding process of Bosnia and Herzegovina will face with many challenges

tourism destination ; branding ; multiethnicity ; Bosnia and Herzegovina

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Podaci o prilogu

2013.

objavljeno

Podaci o matičnoj publikaciji

International critical tourism studies conference

2053-7468

Podaci o skupu

International critical tourism studies conference V

predavanje

25.06.2013-28.06.2013

Sarajevo, Bosna i Hercegovina

Povezanost rada

Ekonomija