Naslov
BRANDING OF CROATIAN ISLANDS ON SELECTED EXAMPLES

Autori
Bekić, Ivana ; Božičković, Nina ; Mrkonjić, Zrinka

Vrsta, podvrsta i kategorija rada
Radovi u zbornicima skupova, cjeloviti rad (in extenso), znanstveni

Izvornik
Economic and Social Development / Ismayilov, Altay ; Aliyev, Khatai ; Benazi, Manuel - Baku : Varazdin Development and Entrepreneurship Agency ; University North ; Azerbaijan State University of Economics (UNEC) ; Faculty of Management University of Warsaw ; Faculty of Law, Economics and Social Sciences Sale - Mohammed V University in Rabat ; Polytechnic of Medimurje in Cakovec, 2020, 864-873

Skup
55th International Scientific Conference on Economic and Social Development

Mjesto i datum
Baku, Azerbajdžan, 18.06.2020. - 19.06.2020

Vrsta sudjelovanja
Predavanje

Vrsta recenzije
Međunarodna recenzija

Ključne riječi
branding, destination, strategy, emotional connection, sustainable competitive advantage

Sažetak
Today's evolving macro environment conditions are characterized by hyper-production and hyper- competition. Remaining competitive requires differentiation through utility and emotional values, which is made possible by branding. Destination branding brings multiple benefits. Primarily helps achieve desired market placement and consequently builds an emotional connection with tourists that leads up to creating a sustainable competitive advantage. In order for the branding process to be successfully implemented, it is necessary to develop a strategic framework for communicating the values present in the foundations of the brand. Effective implementation of destination branding strategies presupposes the interactive involvement of the public and private sectors. The aim of this paper is to point out the importance and potential of branding of Croatian islands. To this end, a secondary and primary survey was conducted, i.e. an analysis of selected statistical indicators and a survey of managers of tourist boards on the islands of Cres, Mljet and Rab. The contribution of the research stems from the conclusion that the strategically driven branding process is a prerequisite for year-round tourist attendance.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

POVEZANOST RADA