engleski

Branding Cities as Tourist Destinations : the Case of Slavonski Brod, Croatia

The purpose of this paper is to support the thesis that tourist destinations branding is lengthy process that includes an evaluation of the image by the visitors, but also by the target market groups. The special focus is given to review the issue of the process of determing the logo, slogan and visual identity of a destination. The methodology of the research includes the examples of good practice, analysis of the existing strategic documents in the segment of tourist destinations branding and activities on branding Croatia and Slavonia, as well as Slavonski Brod as a tourist destination. It also includes primary research conducted among the tourists and the locals, as well as the Tourist Board web visitors, city public institutions and tourism and hospitality sector. Approach - Synthesizing distinguishing elements on which one should build a long-term market recognition of Slavonski Brod, the Zagreb Institute for Tourism, during the development of tourism master plan, found that the tourist image of Slavonski Brod should be based on history and culture ; friendly people, a characteristic atmosphere and natural features space. That was the starting point for the primary research. Findings - In the past activities on the branding of the city of Slavonski Brod neither tourists nor the local population were dominated by negative associations. However, studies that were conducted among the various target groups during January and February 2014th showed that the practical application of the new visual identity of Slavonski Brod in tourism and hospitality sector was more or less absent, what is the reason why the city brand was not recognized by a sufficient number of tourists as well as service users in this sector which resides outside the city. The originality of this research – The originality of the model of the branding of the city of Slavonski Brod is based on the fact that it can be applied in surroundings. It also defines the steps that should be undertaken to create the new logo and slogan in a tourist destination.

Slavonski Brod; tourist brand; slogan; logo; visual identity; tourist destination

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