Pregled bibliografske jedinice broj: 628589
Possibilities and Constraints of Region Branding in Tourism - the Case of Dalmatia
Possibilities and Constraints of Region Branding in Tourism - the Case of Dalmatia // Tranzicija, 14 (2012), 30; 1-14 (međunarodna recenzija, originalni znanstveni rad, znanstveni)
CROSBI ID: 628589 Za ispravke kontaktirajte CROSBI podršku putem web obrasca
Naslov
Possibilities and Constraints of Region Branding in Tourism - the Case of Dalmatia
Autori
Krajnović, Aleksandra ; Bosna, Jurica ; Jašić, Dražen
Izvornik
Tranzicija (1512-5785) 14
(2012), 30;
1-14
Vrsta, podvrsta i kategorija rada
Radovi u časopisima, originalni znanstveni rad, znanstveni
Ključne riječi
region as a tourism brand ; umbrella brand in tourism ; tourism clusters ; tourist destination marketing ; Gad's 4-D branding model in tourism ; regional development of tourism ; sustainable tourism
(: region as a tourism brand ; umbrella brand in tourism ; tourism clusters ; tourist destination marketing ; Gad's 4-D branding model in tourism ; regional development of tourism ; sustainable tourism)
Sažetak
This paper presents the authors' original model for branding the region as an umbrella brand in tourism, in line with the Gad's 4 dimension branding. Dalmatia, as the Croatia's region featuring most of natural and cultural- historical tourism attractions, has served as the model for the development and marketing management of the tourism system, with the aim of branding the region. According to the authors' model, the region is an "umbrella brand" consisting of different but mutually interrelated tourism clusters. Each of them develops their "point-of-parity" that makes them part of the region and which is characteristic for the region, as well as the "point-of-difference", i.e. their own recognisable image within the tourism region, in accordance with the principles of sustainable development in tourism. Furthermore, the paper presents a comparative analysis of the tourism turnover between Dalmatia and Istria, kindred and nearby Croatian tourism region. Although it is geographically much smaller and featuring less natural and cultural-historic attributes, Istria has so far achieved better results in tourism than Dalmatia, due to a better structured marketing and management model, compared with Dalmatia which is fragmented by administrative boundaries. Finally, the authors have made a critical analysis of constraints that impede the development of similar marketing and management models in the tourism industry of Croatia and, it is assumed, in other post-transition countries.
Izvorni jezik
Engleski
Znanstvena područja
Ekonomija
POVEZANOST RADA
Projekti:
303-0000000-2451 - Održivi turizam u Hrvatskoj: izrada akcijskog plana održivosti turizma Istre (Vitasović, Aljoša, MZOS ) ( CroRIS)
Ustanove:
Sveučilište u Zadru
Citiraj ovu publikaciju:
Uključenost u ostale bibliografske baze podataka::
- CAB Abstracts
- HRČAK