engleski

The complexity of island branding and image formation: The case study of the island of Hvar, Croatia

Tourism destination is consisted of various tangible and intangible attributes, it can be perceived as a brand or a means for destination differentiation in a competitive environment. Island place brands need to be developed on specific insular cultural and geographical elements and identities. Tourism destination branding is one of the most complex, dynamic and challenging processes in marketing theory and practice because of the multi-attributed nature of destinations and the heterogeneity of existing and potential generating markets. As a result of an increasing number of tourism destinations with similar attributes, tourism destinations have come under extreme pressure to reinvent their selves in order to differentiate against their competitors. Reinvention usually occurs through cultural representation, interpretation, stereotyping which finally results in cultural realignment. A destination cannot be branded as if it were a single product. Main purpose of branding is to build a positive and appealing destination image and to correctly transmit it to the potential visitors. In the interdisciplinary field of Island Studies, islands are considered to be the objects of consistent and global branding exercise. Local politicians have recognized the need for a unique recognisable brand “Island of Hvar” which would serve as a common denominator for all of the island’s tourism supply. This research is focused on the possible issues which could arise from the process of branding the island of Hvar, such as homogenization and stereotypisation of cultural identities by creating generic images, a choice of islandness features in adding value to the selected local products and the problem concerning the promotion of the entire island by Hvar’s tourist boards. There are currently five tourist boards which are organised at the local self-governmental level and there is no institutionalised form of tourism supply integration or promotion covering the entire island.

branding ; islands ; tourism ; identity ; Hvar

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