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Analysing Destination Readiness for Branding: A Case Study of Croatia

There has been a growing interest in tourism destination branding among both academics and destination marketing practitioners over the last decade. Croatia has been no exception with national, regional and local branding strategies being usually tackled within destination development or marketing plans. Judging, however, from current destination management practices in Croatia, there does not seem to be sufficient understanding of the destination branding process on either the consultants’ or the stakeholders’ side. This research study aims to address stakeholder dynamics as these may bear on the readiness and capability of Croatian destinations to engage in branding.

destination; branding; Croatia; stakeholders

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