engleski

THE ISLAND OF RAB – TOURISM POSITIONING AND DESTINATION BRANDING

The process of defining a tourist destination in terms of positioning on the tourist market has to serve the purpose of creation an identity and quality, which depends on the megatrends in tourism. Depending on the economic power of a particular destination and the aims of the management body in positioning process it is necessary to create a product development action plan, while one of the steps also includes destination branding. This paper presents the results of the revision on the research and activities carried out in the period from 2014 to 2017 by the Croatian Tourist Board offices on the island of Rab. Measuring brand impact is necessary in understanding the success of destination management plan. The results of measuring brand impact will reveal how travelers perceive the destination regarding brand differentiation and the brand esteem. The paper will present the results of the survey conducted in March 2018 in relation to "Brand Development Rab - The Happy Island".

positioning, destination branding, competitive advantage, tourist destination of the island of Rab, brand tracking survey

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