ࡱ> !# '`YbjbjLULU 8^.?.?&YYY8Y,Y"Sj[6\"X\X\X\3]3]3]$h%bY_3]3]__X\X\ @@@_:X\X\@_@@rTX\[ tYz VBL#0Sd@3]v]T@]DA^E3]3]3]3]3]3]S____"""7Y"""Y Silvija Vitner Markovi, M.Sc. Karlovac University of Applied Sciences Trg J. J. Strossmayera 9, 47 000 Karlovac e-mail: silvija.vitner@vuka.hr phone: 047/843-540 fax.: 047/843-549 Neven `eri, Ph.D. Faculty of Economics University of Split Matice hrvatske 31, 21 000 Split e-mail: nevseric@inet.hr phone: 021/430-659 fax: 021/430-601 Managing brand of cross-border tourist destinations: case study cross-border cooperation Karlovac County (CRO) Southeast Slovenia (SLO) Silvija Vitner Markovi Karlovac University of Applied Sciences, Karlovac, Croatia Neven `eri University of Split, Faculty of Economics, Split, Croatia MANAGING BRAND OF CROSS-BORDER TOURIST DESTINATIONS: CASE STUDY CROSS-BORDER COOPERATION KARLOVAC COUNTY (CRO) SOUTHEAST SLOVENIA (SLO) ABSTRACT Evaluation of strengthening interregional cooperation of the countries in the area of the European Union shows the potential of forming joint tourist brands of two, or more cross-border areas. Tourist resources on parts of Croatian-Slovenian border represent a research challenge. Economic contribution in this case is seen in potentially efficient tourism branding of the continental part of Croatia. Future perspective of the development of bordering area of the Karlovac County (CRO) and Southeast Slovenia (SLO) is in mutual branding of evaluated tourist resources with the aim of creating a recognizable cross-border tourist product. Thus it creates a model, which encourages faster and more efficient social-economic integration. The creation of joint tourist brand of the bordering areas helps to create competitiveness and higher differentiation of comprehensive tourist product in the global tourist market. The vision which is based on long-term aims of managing a recognizable tourist brand helps the overall economical development of the area. The branding of bordering areas introduces a cluster concept, which is a useful platform in creating an efficient marketing strategy of bordering areas by presenting themselves together in the global market. Key words: cross-border, cooperation, tourism, brand, development JEL classification: M31/Q56 1. INTRODUCTION Tourist brand is a special product considered in relation to its name, identity and reputation. It may also be defined as a name that makes it unique among similar destinations. "Brands have become the main communicators in the global market." (Kuhn and Alpert, 2009) A strong tourist brand simplifies a tourists behaviour and decision-making, it even reduces the risk of incoherent choosing. It establishes quality and high expectations. Strong tourist brands create strong thoughts and emotions in the tourist's awareness. The main premise of brand management in tourism is creating added value for the tourist. For that reason the right marketing strategy for the brand management in tourism has become the biggest intangible asset of the tourist brand. The identity of a tourist brand is the main concept of a valorisation. Brand image is the perception of a tourist brand in the tourist's consciousness or the reputation of a tourist destination in the tourist's perception. The right marketing strategy in tourism interacts with the tourist brand identity. It is suggested to carry out the evaluation of the brand management from the platform of the marketing strategy, which is the key to right brand management nowadays. People evaluate products and services, choose them, like or dislike them based on stereotypes. It is very difficult for a tourist brand to convince its customer what to think about it. At the moment, adopting an adequate marketing strategy for the tourist brand is the most logical reaction to the prevalent difficulties in the tourist market in recession. This can be defined by the income increase, the retention and growth of tourist market share, as well as the future development of the branded tourist destination. An efficient marketing strategy for brand management in tourism is primarily influenced by the brand perception on the part of tourist demand. Commercialisation of tourist resources in the bordering area through a model of cross-border cooperation contributes to the competitiveness and recognition of the brand of the tourist area. Due to this fact, cross-border cooperation can be used as a platform for branding. The paper presents a proposal of possible cross-border cooperation in the tourism of the Karlovac County (CRO) and Southeast Slovenia (SLO). For this purpose, the field research was conducted and an inventory of existing tourism resources in these bordering areas was carried out. Based on the data collected, tourist resources which represent the potential for the formation of specific partial brands and a potential umbrella brand were selected. The aim is to point out the possibility of branding in the bordering areas through cross-border cooperation in tourism and create an umbrella brand of the region. These are the prerequisites of an efficient management of bordering tourism destination. The following hypotheses are tested in this research: H1 bordering areas of the Karlovac County and Southeast Slovenia (Bela Krajina) have relevant resources for forming recognizable brands of partial tourist products, H2 bordering areas of the Karlovac County and Southeast Slovenia (Bela Krajina) have sufficient resources to create a recognizable umbrella brand of the wider region. The practical contribution is reflected in the evaluation of resources for potential branding in the specific bordering area of the Karlovac County (CRO) and Southeast Slovenia (SLO). Scientific contribution is reflected in the creation of a methodological approach of the evaluation of tourist resources. Exploratory research, benchmark analysis of the bordering area of the Karlovac County (CRO) and Southeast Slovenia (SLO) and the comparative method of analysis of secondary data was carried out. 2. DESTINATION AS A TOURIST MARKET BRAND Destinations as tourist brands are created as a consequence of growing competitiveness and globalisation. Marketing strategy in tourist brand management represents and comprises all brand assets. In todays tourism marked by crammed markets, fast marketing, and deluge of information, brand management has become the principal and the most important distinguishing feature of a particular destination. Marketing strategy in brand management refers to a managerial process that endows any given brand with a unique identity and image, presents brand with a possibility of being clearly and positively identified and thus different and recognizable from other destinations. Compared to classical branding, marketing strategy in tourism brand management is a process whereby a brand actively creates its identity with the objective of as quality as possible positioning in the global tourist market as a desirable item for tourists. A tourist always chooses with emotions and the mind. The marketing strategy in brand management indicates a direct connection of particular parts (brand mix of the destination) and their possible influence in the future period either as fall or increase depending on the success of the branding process. 2.1. The brand mix of the destination From the aspect of communication the tourist destination could be a tourist brand, tourist name, used to differentiate it from others. As subjects of perception, tourist brands actually affect the tourist's feelings, their emotions and requests. For this reason, the image of a tourist destination is defined as a set of images, notions or feelings the tourist has acquired or keeps acquiring about a destination. The tourist brand is, among other things, subordinated to the destination itself. One of the important differences between ordinary branding and brand management in tourism nowadays through the marketing strategy is that the tourist brand is strongly recommend to be reduced to only one or two segments on the market. Sometimes it is complicated in the case of an ordinary marketing strategy for the brand management. Brand management in tourism through a marketing strategy is more complex, there are more influences and more possibility for success. The process of branding a tourist destination is not simple, and it is quite long, but brand management in tourism through a marketing strategy is the result of the need to establish a strong image of a destination and creating sights - recognizable features of a destination. Marketing strategy in brand management in tourism is not a promotional campaign. Results become visible in future, in the course of years. From the aspect of marketing strategy in tourist brand management, the role of tourist brand as communicator is the process or the manner of managing the destination at the construction of one's own brand identity based on recognizable features chosen for their competitiveness, uniqueness and desired identity. Brand management in tourism through marketing strategy is an addition to the process. It has to secure loyalty of tourists, and recognition of branded destinations through years. Branding and creating a tourist brand is a prolonged part of business strategy. A tourist brand has a certain truth. The truth is actually the core that accumulates all marketing and branding efforts. All such efforts need to be the prerequisite for the right marketing strategy for brand management in tourism. Marketing strategy in such a process has to teach us how to listen to market information, how to recognize tourists wishes and needs, and how to behave in the global tourist market. Basic functions of a destination branding is communicating, creating the perception of the destination, creating the relations and creating the destination value. Brand identity actually means communicating a desired image and vision of the destination to tourists. The right marketing strategy will make the overall destination identity measurable, tangible and communicating. The identity of the tourist brand through the marketing strategy is something we would want tourists to think about a branded destination. Identity and brand image are quite different. From the perspective of branding perception considerations of perception are focused on the tourist brand. From the perspective of marketing strategy for the brand management, perception and considerations of perception are focused on the added value of the destination. Tourist brands attempt to construct character and uniqueness. In such a way, they create and enter into a mutual relation with tourists. Such relations are particularly related to tourists' attempts to construct their own image through a particular destination image. The tourist and the tourist brand realize a certain interdependent relationship. Marketing strategy for brand management in tourism requires interaction with the elements of the branding mix along with the interaction and the creation of relations with tourists. Among them brand evaluation is very important. 2.2. Branding strategies of the tourist destination Branding strategy in tourism needs to assume a new role in the management of a destination. Brand management has to proactively cooperate with tourist resources that could help in preventing even the crisis of arrivals. The branding strategy therefore collects information on the tourist market, systematically adapts it to the model of brand management and launches corrective activities based on actual tourist perceptions. This definition places the branding strategy inside a destination. It is a crucial link that connects the destination and a guest through added value. The central concern of the marketing strategy in brand management in tourism is a well branded destination. The success of all the tasks done by brand management can ultimately be judged by the level of market success the branded destination makes. There are some branded destinations that are more likely to succeed even during global crises. These destinations, leading tourism destinations in a region are usually supported by some special tourism resources. But in such cases there were some interesting branding strategies in the past. So, the benchmarking could be very helpful. Especially because the development of such a branded destination is very long. The interaction between brand management and marketing strategy in tourism is an absolute prerequisite for securing a market share in the future. Regardless of the expected quality of a branded destination, each subject in the destination has to get the same standard. The loss of tourism market share, coupled with a lack of destination competitiveness, can most certainly ruin a built brand. Also there are different crises in the tourism market. Each one is quite unique, and could be long-term, or short-term. Because of these reasons it is an absolute necessity for brand management to use a certain strategy to have concrete measures at its disposal. During the recession in tourism the potential guests of a destination are fully aware of their significance, so they expect the tourist offer to recognize their specific wishes and demands. After all, the tourists are loyal only to the branded destination that fulfils their needs. The branding strategy is essentially a platform that directly transfers clear information concerning the tourist market demand to the branded destination, which needs such information to make relevant decisions for holidays. Nowadays, in these times of strong competition in the global tourist market, characterised by a constant price pressure, managers continuously need to reduce the costs of the tourist service cycles. Also, the offer has to be continuously modified in order to meet the expectations of the tourist demand. An efficient branding strategy is absolutely necessary for the economic success of a branded tourist destination. Summing up the activities for the development of a branding strategy it is important to collect and analyse tourist market information about tourists perception of the destination. It is important to develop exact tactics that are in congruence with the tourist demand of the targeted guests. Branding strategy is a supporting platform of the destination, and the starting point for adequate positioning of the branded destination in the global tourist market. The effectiveness of a branding strategy suggests the use of a project method in order to up grade brand communication. Project method is a programme of reorganization of the brand tactics. The reorganization implies a stabilization of basic operating tactics. Other suggestions are formation of the tactics group, analysis of conditions of a destinations tourist resources, a strategic marketing analysis, and the making of a project that deals with the reorganization and revitalization of the branded destination. Important changes should be based on the destination-tourist market-profitability analysis. The final modification is the actual concrete re-branding in guest perception. The exact model encompasses different activities that lead to the revival of the branded destination: - the formation of the new brand management structure of the destination; - identification of strategic brand activities (touristic resources) of the destination; - formulation of a new vision of the destination; - the assurance of resources and conditions to implement new tactics in the destination brand management. This approach focuses on the destination itself. Because of this, the whole branding strategy as well as certain specific tactics for the exact destination have to adapt to the expectations of the guests. Defining the starting point of the branding process of the bordering areas includes the determination of the appropriate model of destination umbrella brand management. The brand should be adjusted to the image of the destination. Specifics of the bordering areas of two or more neighboring countries determine the terms of a model of brand management in the global tourist market. Depending on a particular case, sometimes it is appropriate to define a common strategy of branding bordering areas, despite the uneven level of achived tourism development in those areas. Uneven level of achived tourism development of bordering areas determines the characteristics of the selected model of brand management. 3. FEATURES OF BORDERING AREAS IN DESTINATION BRANDING "Frontier regions are often blessed with few natural resources and may suffer the problems of relative or absolute inaccessibility, a small or even nomadic population, and insufficient market for successful convention development, as well as weak political influence. Frontiers tend to suffer from being on the political periphery in absolute terms, which may be compounded by problems of security and also may be regarded as unimportant in anything but strategic terms. By that definition, such regions are peripheral, at least to the mainstream of the countries to which they belong and may very well be peripheral in terms of climate and environment, which increases the overall difficulty of development." (Butler, 2002:4) "Many frontier regions are characterized by limited infrastructure such as transportation, accomodation and other services." (Butler, 2002:15) Bordering areas are attractive for investment due to economic reasons. These are areas with a rich cultural and historical heritage and often with preserved landscape, which are the bases for the development of specialized tourist products. "Bordering areas are very special because of their natural-geographic features, historical-administrative-political characteristics, demographic structure, production orientation, level of economic development, land-property relations, cross-border employment, cross-border traffic, etc." (Belec, 1996:313). Tourism in these areas is developed with different intensity in different strategic context. "The myth of the frontier has been a powerful one, and is still to be seen clearly today in advertisements relating to specific forms of tourism such as ecotourism and adventure travel." (Dann, 1994. in Butler, 2002:6) Tourism development has to be compatible with the environment, the resources, the population and used for long term success. Long-term tourism development in certain areas is based on the development of comparative advantages and recognition. "It is of equal importance to maintain attributes of a region that make it different from other tourist regions in order to maintain its competitivness and appeal." (Butler, 2002:5) "Tourism development in the bordering areas should be oriented towards market demand and strategic thinking depending on the efficiency of interactions between tourism organisations and destinations." (Peachlaner, 1999:342). That is why, tourism should simultaneously evaluate a group of tourist resources, coordinate and program the tourist infrastructure, coordinate the policy of free time and form a common strategy for tourism development in bordering areas. A creative approach of forming a common strategy for tourism development in bordering areas assumes a common recognition of a specific area in the global tourist market. The recognition of bordering areas can be improved by partial components of recognition and specificity, but also through a complementary upgrade of tourist resources in bordering areas into a unique, distinctive and competitive unit. 3.1. Cross-border cooperation platform for branding cross-border tourist destinations Cross-border cooperation in bordering areas enables a higher tourist and economic competitiveness of all entities that act in bordering areas, taking into account the development opportunities arising from the joint cross-border action. Opportunities are recognized in the development of tourism in bordering areas, among other things. Cross-border cooperation of neighboring countries encourages the development of tourism of the whole region through various national and international projects. Cross-border cooperation between neighboring countries in the area of tourism is recognized in a common evaluation of tourist resources and harmonization of infrastructure. Valuation of common tourism opportunities can be achived by the formation of common tourist products and common promotion. "Harmonizing of infrastructure includes the creation and coordination of statistics about the availability of accommodation facilities, the development of sports facilities, establishing trainig programs, or training in the field of tourism, the harmonization of policies of the free time, collective investment in cultural projects, the determination of outlets for tickets for different events on the both sides of the border, exchange of music and theater groups, etc." (Toplak, 1999:31) "There are three main phases of the development of the cross-border cooperation. The first stage includes preliminary activities to create a framework and conditions for effective participation, the second stage represents the transition to development-oriented and strategic based cooperation with defined goals, a third stage leads to the formation of common structures of cross-border cooperation by linking the existing holders at the regional and local level into the local level working groups, councils etc." (Toplak, 1999. in Vodeb, 2007:55) "State institutions support forms of organized cross-border cooperation as an international instrument which the international law recognizes as an appropriate framework for relations in bordering regions." (Vodeb, 2007:65) There are two basic forms of cooperation: coordinated benchmarking and making special agreements. The European Union has developed two institutional frameworks of cross-border cooperation in tourism Interreg and the concept of the Euroregion. "Interreg is responsible for associating interests at the international level and is one of the most interesting frameworks for the development of cooperation and linking countries. Its development programs are broad topics and they are based on the goals of public benefit. The concept of Euroregion is an initiative of a wider regional framework, and usually refers to certain areas of common interest. Euroregion is an idea of a common area where there would be rational, balanced economic development, despite borders. The main objective of the Euroregion is to achive international cooperation and coordination of common projects." (Vodeb, 2007:66) European Union programs in tourism, in the context of cross-border cooperation of Croatia and Slovenia, are within the PHARE CBC instrument for EU financial assistence. Different forms of horizontal, vertical and diagonal business connections are emphasized in the context of cooperation between business entities in the tourism industry. Various business connections allow businesses in tourism industry to cross borders and expand their tourist markets. Partners in tourism from different countries empower their competitive advantage in the international tourist market through business connections. Bussines connections should be the potential development approach between the Republic of Croatia and Slovenia through cross-border cooperation. Subregions can be set and a series of networks and contacts between the settlements along the border on both sides can be established. 3.1.1. State borders and cross-border tourism cooperation "For the successful development of tourism in the observed area it is necessary to coordinate the activities of all administrative bodies (national, regional, local, municipal) in accordance with their responsibilities and competences." (Vodeb, 2007:60) Partnership between the governing bodies of the same level is extremly useful in the effective management of tourism resources in bordering areas. These partnerships contribute to sustainable evaluation and harmonization of the economic, social and environmental standards. "There are four types of cross-border relations in terms of movement of people across national borders. The first involves the forms of alienated border areas in which case we can not talk about partnership. Political relations between these countries are tense and cultural deversity of the population is significant. The second form refers to the situation when the bordering areas are in coexistence and the border is opened for a minimal co-operation. The third form refers to interdependent bordering areas which want to shape the cross-border partnerships and the fourth form relates to integrated bordering areas where all the political and economic restrictions between states are lifted and the smooth flow of people and goods across borders is enabled." (Timothy, 2000. in Vodeb, 2007:61) State borders affect tourism in many ways, primarily in terms of throughput. The conditions that determine the state borders throughput depend on relationships between countries. "There are four the most common types of relationships between internationals borders and tourism: international border crossing is a constraint for tourism and other socio-economic relations; borders and bordering areas between countries are a tourist destination; bordering area is a modifier of a tourist area; the border is a transit zone or space through which people move to the target destination." (Timothy, 1995:142) If there is a tourist zone that exists adjacent to the boundary on only one side, some people will be attracted to visit the other side as well. That presents opportunities for tourism development to spill onto the non-tourist side of the border. If there is a tourist zone that extend across or meet at borders, there may be communication and cooperation between the two sides, so that the entire natural or cultural attraction system operates as one entity. "The best boundaries are those that follow natural features, such as rivers and crests of mountain ranges because they are more permanent than human-created lines." (Timothy, 2001:4) In the European Union there is an obvious effort to encourage connection of smaller tourist destinations that are adjacent into larger destinations, to create new tourism products. Such projects are interesting for investors and they are contributing to the economic development and population of areas. The reality of bordering areas is unbalanced economic development and uneven population, so the integration of tourism activities encourages the approval of funding common projects. Joint presentation in the global tourist market provides a higher level of differentiation and competitiveness. 4. RESEARCH CROSS-BORDER TOURISM COOPERATION KARLOVAC COUNTY (CRO) AND SOUTHEAST SLOVENIA (SLO) IN BRANDING TOURIST DESTINATIONS Research that preceded includes the bordering area of the Karlovac County and Southeast Slovenia. The river Kupa separates the bordering areas. The research includes analysis of tourist resources and the achieved level of tourist development in bordering areas on both sides of national borders, separation of partial tourist products for each bordering area separately, proposals for common tourist products as well as determining the image of tourist products of the observed cross-bordering areas, which is the foundation of creating the competitive tourism brand. 4.1. Tourist resources and the achieved level of tourist development An analysis of tourist resources has been carried out for research purposes, and an evaluation of the reached level of tourist development has been made for both bordering areas. Below are the results of the analysis. 4.1.1. Tourist resources and the reached level of tourist development in the bordering area of the Karlovac County (CRO) The tourist traffic of the Karlovac County is studied through achieved tourist arrivals and overnight stays of foreign and domestic tourists, the structure of tourist traffic according to the countries of origin and the average length of stay of tourists. The bordering area of the Karlovac County, studied in this research, includes the municipality of Kamanje, the municipality of }akanje, the town of Ozalj and the municipalities of Ribnik, Netreti and Bosiljevo. In the Karlovac County the hydrographic network presents a special resource usable in tourism. A network of rivers, rivulets and streams has created a unique scenery attractive for tourism. The Kupa is the longest river, its flow running entirely through the territory of Croatia, but a significant part of it forms the border with the neighboring country of Slovenia, which forms a platform for the development of common specialized tourist products (kayak tours, rafting, etc.). "It is 296 km long from its source at the foot of mount Risnjak near Gerovo in Gorski kotar all the way to is confluence with the Sava near Sisak." (Bilen, 2006:156) A section of the Kupa river, downstream from Kamanje towards Ozalj, is suitable for rafting in the length of approximately 10 km. On this route there are several unique travertine barriers and a number of rapids. After the first few kilometres the route leads to the Vrlovka cave, often a passing destination for holiday-makers. One of the special features of the County, usable for tourist development is also the diversity of the scenery. Many kinds of scenery typical of continental Croatia are represented in a relatively small area. The hills around the town of Ozalj are rich in idyllic scenery of the Kupa canyon. The area just off the banks of the Kupa, attractive and used for wine growing, at the far North of the County, is the area of Vivodina. It is attractive for tourism because of the wine road of Vivodina. In the bordering area of the County there are currently small areas along the Kupa which are under protection. The prominent scenery of Ozalj the area around the town, is partly protected by the canyon of the Kupa near the old castle of Ozalj. Among other protected areas in the bordering area of the Karlovac County, the Vrlovka cave near the town of Ozalj is prominent as a geomorphological natural monument. Natural and anthropogenous tourist resources operating together can additionaly enrich the tourist offer of the bordering area of the Karlovac County. Old medieval castles situated in the municipalities and the towns of the bordering area of the Karlovac County include Ozalj, Ribnik, Bosiljevo and Novigrad na Dobri. In the proces of evaluating old castles their general condition presents the greatest of problems. They are neglected, dilapidated and plain looking. Furthermore, the promotion of old castles is not enough so they remain completely unknown to tourists. Most roads near the old castles don't have road signs and therefore don't mark the way to them. At the same time there is no clear and specifically designed tourist offer relating exclusively to the old towns of the Karlovac County. Their importance for tourism is currently only of the local type. A small folkore village by the name of Trg near Ozalj represents one of the most important sources for studying material and immaterial culture of the Pokupje area. In the past it served as the outskirts of the fortified town of Ozalj. The centre of the village has been preserved, next to the church of All Saints with a few rustic wooden houses with thatched roofs. They keep the customs and culture of the people of Ozalj inside their walls. Items of clothing, footware, dishes, furniture, handicraft, utensils, tools, carts and carriages have been preserved. Nowadays the folklore village is an excursion site visited by a small number of visitors. Another motif to choose a tourist destination is also local gastronomy. Habits and customs of the inhabitants of a certain region related to food mostly depend on the abundance of plant and animal species. The culinary culture of the Karlovac County in general, as well as the bordering area itself, is rich in basic features of various culinary zones with the dominance of the culinary zone of Gorski kotar and Lika. Caterers have also included assorted specialties of the international cuisine into their offer. Wines from autochtonous varieties of grapes typical of this climate are served. Table 1 Tourist traffic in the Karlovac County in the years 2008 and 2009 YearTourist arrivalsTourist overnight staysAverage number of overnight staysTotalDomesticForeignTotalDomesticForeign2008164 88331 520133 363278 80878 673200 1351,72009161 27725 336135 941269 41961 381208 0381,7 Source: authors' research, according to the data from the Croatian Bureau of Statistics, 2009 and 2010 yearbooks, available at HYPERLINK "http://www.dzs.hr"www.dzs.hr Tourists stay for a relatively short period of time in the Karlovac County. In the total achieved tourist traffic there is a dominant share of foreign tourists. During the years 2008 and 2009 the Karlovac County was mostly visited by tourists from Germany, Italy, France, the Netherlands and Poland. In the year 2009 the Karlovac County disposed of 424 beds in hotel accommodation, 384 beds in tourist resorts and 294 beds in camps. (Ministry of tourism of the Republic of Croatia, 2009 categorisation) Hotel accommodation is represented in mostly cities, namely Karlovac and Ogulin. Camps are located along the rivers of Mre~nica and Korana. Table 2 Tourist traffic in bordering areas of the Karlovac County in the year 2009 MunicipalityTourist arrivalsTourist overnight staysAverage number of overnight staysTotalDomesticForeignTotalDomesticForeignOzalj46830516311698653042,5Bosiljevo25659197291612301,1Kamanje-------Netreti-------}akanje7126915661502,2Ribnik13417117184191651,4Total92938354618009518491,9 Source: authors' research, according to the data from the Croatian Bureau of Statistics, 2009 and 2010 reports, available at HYPERLINK "http://www.dzs.hr"www.dzs.hr Tourist traffic achieved in the borderline municipalities and towns by comparison with the overall achieved tourist traffic of the County in the year 2009 is less than 1%. The greatest tourist traffic has been recorded in the town of Ozalj. One motel can be found close to the town of Ozalj. Other accommodation facilities of the studied bordering area consist of private accommodation. The tourist offer of the bordering area of the Karlovac County is currently underdeveloped, without a strategic framework and without a vision for future development. 4.1.2. Resources and the achieved level of tourist development of the bordering area of Southeast Slovenia (SLO) Southeastern Slovenia borders with the Republic of Croatia (Karlovac County) in the Kupa river. Southeastern Slovenia consists of 20 municipalities. The studied bordering area of Southeastern Slovenia and the Karlovac County is the area of Bela Krajina which consists of the municipalities of rnomelj, Metlika and Semi . The Krajina park called Kolpa is a protected area of the Kupa river in the territory of Southeastern Slovenia. There are 16 natural monuments and 41 cultural monuments under protection along the river itself and in its immediate vicinity. The Kupa is rich in fish. It has 39 autochtonous fish species. The border flow of the Kupa is suitable for sports and recreational water activities. Among natural heritage some interesting karst caves should be noted. In the bordering area there is the Bela Krajina wine road which includes the vineyards of all three borderline municipalities. Along with the wine tasting of the assorted varieties of grapes from Bela Krajina, the Slovenes also offer holiday-makers the original sweet bread of Bela Krajina. There are some cultural institutions in Metlika, rnomelj and Semi  such as the Museum of Bela Krajina in Metlika, the Museum collection of Semi , the Museum collection of rnomelj, the Kambi  gallery, and numerous sacral buildings. Cultural events fostering the cultural and historical heritage of the local people are also held. Table 3 Tourist traffic in Southeastern Slovenia (Bela Krajina) in the years 2008 and 2009 YearTourist arrivalsTourist overnight staysAverage number of overnight staysTotalDomesticForeignTotalDomesticForeign200898 62145 28953 332365 396214 093151 3033,72009104 30354 27850 025381 427233 990147 4373,7 Source: Bureau of Statistics of the Republic of Slovenia, available at HYPERLINK "http://www.stat.si/pxweb/Dialog/saveshow.asp"www.stat.si/pxweb/Dialog/saveshow.asp Tourists stay longer in Southeastern Slovenia than in the Karlovac County. In the total achieved tourist traffic of Southeastern Slovenia there is an equal share of domestic and foreign tourists in the years 2008 and 2009. Among foreign tourists, Southeastern Slovenia was mostly visited by Italians, Germans, Austrians, Croats and the French. In the year 2009 Southeastern Slovenia disposed of 2 254 beds in hotel accommodation and 1 252 beds in camps. (Bureau of Statistics of the Republic of Slovenia) The camps are located along the Kupa river. In the bordering area of Southeastern Slovenia and the Karlovac County there are 8 camps. In the borderline municipalities of Metlika, rnomelj and Semi  the largest number of beds is in camps. In all three studied borderline municipalities there is a total of 890 beds, of which 530 beds and 60% are precisely in camps. Table 4 Tourist traffic in borderline municipalities of Southeastern Slovenia (Bela Krajina) in the year 2009 Municipality Tourist arrivals Tourist overnight staysAverage number of overnight staysTotalDomesticForeignTotalDomesticForeign rnomelj352728966319064771013542,6Metlika4872398189111 663999116722,4Semi 1146111927310230011012,7Total95457996154923 82920 70231272,5 Source: Bureau of Statistics of the Republic of Slovenia, available at HYPERLINK "http://www.stat.si/pxweb/Dialog/saveshow.asp"www.stat.si/pxweb/Dialog/saveshow.asp The tourist traffic achieved in bordering areas seen in comparison with the overall tourist traffic of Southeastern Slovenia in the year 2009 makes out a share of approximately 9% of tourist arrivals and 6% of tourist overnight stays. In the overall achieved tourist traffic of bordering areas there is a predominant share of domestic tourists. The greatest tourist traffic is recorded in the municipality of Metlika. Metlika is also important because of intensive cross-border cooperation with the Republic of Croatia because the state border has not put an end to daily migrations and contacts among the inhabitants of bordering areas. "Local companies in the municipality of Metlika employ around 700 inhabitants of the Republic of Croatia who cross the state border on a daily basis. (Vodeb, 2007:86) As part of the EDEN project (European Destinations of Excellence) the Kupa river has been chosen by the European Commission, in accordance with the guidelines of the european tourism policy, as the 2010 destination of excellence. Rural tourism, tourism with the theme of gastronomy and wine roads, sports and recreational tourism on the Kupa, camping tourism and sightseeing tourism are all developed in that area. 4.3. Partial tourist products potential tourist brands of the bordering areas of the Karlovac County and Southeastern Slovenia The bordering areas of the Karlovac County and Southeastern Slovenia is rich in landscape, historical, cultural and traditional resources which can be used for designing an attractive and diverse range of specialised tourist services. With the use of benchmarking it is possible to improve partial experience of the Slovenian side into a new qualitative level in the cross-border territory of the Republic of Croatia. In addition, in potential new tourist projects in the territory of the Republic of Croatia it is possible to offer participation to Slovene partners as well, especiall in a segment which assumes a more complex tourist infrastructure. Each region has prerequisites for the development of its own original tourist product. In a synergetic global promotion an additional tourist value is provided for the whole area and the cost of marketing management of partial projects is reduced by common market performance. Traditional heritage (customs, folk costumes, folk dances, folk songs, old farmhouses, traditional crafts, etc.) forms an especially attractive base for the development of original tourist products of the bordering areas. The bordering area of Southeastern Slovenia puts forward several distinctive original products like the Bela Krajina Easter egg, the Bela Krajina sweet bread, the Bela Krajina folk costume, and the Bela Krajina folklore as well as some protected wines of Bela Krajina like Metliaka rnina and Belokranjec. The trademark of the bordering area of Bela Krajina has been taken from the traditional embroidery of Bela Krajina. Products from wine, honey, cheese, bread and various souvenirs forming an integral part of the tourist offer of the studied area are represented in the bordering area of Southeastern Slovenia (Bela Krajina). The bordering area of Southeastern Slovenia is positioned in the tourist market as a distinctive, environmentally preserved and attractive rural area rich in original natural, and cultural and historic heritage. In the bordering area of the Karlovac County natural as well as cultural and historic heritage is currently insufficiently or not at all evaluated for tourism purposes. The analyzed area currently has in its tourist offer local wines along the Vivodina wine road which can be potential tourist brands of the bordering area and the entire area of the Karlovac County as well. There is also the small folklore village by the name of Trg near Ozalj which represents one of the most important sources for the study of material and immaterial culture of Pokupje, and can form a quality base in creating souvenirs as well as in creating an identitiy of rural areas of the bordering region in the offer market. Old castles in the bordering area such as Ribnik, Ozalj, Bosiljevo and Novigrad na Dobri should become part of unique tourist facilities of this part of the Karlovac County. Old castles should be transformed into cultural tourist products and evaluated for tourist purposes by forming a historic theme route which will present the old castles to visitors through common historical moments. 4.4. The image of tourist products of bordering areas a base for the creation of a competitive tourist brand An inventory of the resource base of the studied bordering areas reveals a possibility of combining a part or the entire heritage into a common, integral, tourist product. A prerequisite to an efficient commercialization of such a product is a thematic development of a range of partial, specialized products. It is appropriate to base the creation of such products on resource features of the area (the Kupa river, caves, natural architecture, etc.), historical and cultural heritage (castles, forts, old towns) as well as traditional heritage (original architecture of settlements, gourmet products). The Kupa river, wine growing and the production and distribution of honey make key points for forming distinctive products of both regions. The Kupa can be appropriately evaluated through the prism of a unique landscape resource along which and on which it will be possible to develop different sports and recreational facilities for day trips, as well as residential packages for camping tourism during tourist season for tourists coming to Southeastern Slovenia and the Karlovac County. The Kupa is suitable for different sports and recreational water activities like rafting, floating, canoeing. The ecologically preserved environment of the Kupa is an ideal area to design specific catering offer based on the offer of eco-camps as accommodation facilities. The caves of Vrlovka, Vidovec, Zdenc and Be ka can be managed as theme tourist products of the bordering areas. Furthermore, another valuable tourist resource are the old towns, castles and forts which can also form a theme route connecting Slovenia and Croatia. Rural households in this area are involved in the production and distribution of honey and wine growing. Wine and honey products are made exclusively by organic production and make interesting eco-products typical of the studied area. The branding of cross-border tourist areas assumes an image created on basic tourist resources. Relevant information about the area is a prerequisite for the creation of a competitive image. Image is also a reflexion of the character of an area, namely its identity, at different levels of public view. Since image is formed on the basis of distinctive identity and the way it communicates to all levels of the public, for an efficient image management it is important to understand the notion of the identity of a tourist destination, as well as its origins. Image is an expression of other people's view of a destination, whereas identity offers an explanation of how the local people perceive a destination. In this way observed image of the destination is a consequence and the identity is evaluated based on the value>l Q ( "+,|}BC!!A"C"m"B'i'j'113331676f6g6h6@@GG.K0KĶh$a]mH sH h$a6]mH sH h$a5mH sH h$a5mH sH h$amH sH h$amH sH h$a5>*mHnHsH uh$amHnHuh$a6mHnHu h$a6h$a6mH sH  h$a6>*h$a5CJaJh$a h$a52> F j l  , ? 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Strategic management of the tourist image of the bordering area is a complex and creative process of the research and evaluation of the existing destination image and segmentation of the target emissive tourist markets. Activities undertaken in this context are the target action through communication with the chosen market segments. The activities of the strategic image management of the bordering areas, which are aimed at positioning the relevante competitive adventages, may be in order to support an existing image (if the relevant tourism demand is determined), or to create a new image (or enhanced image), and adjust marketing communications to other competitive advantages of the destination. From this conducted research we can conclude that is necessary to create a new tourist image of this part of the Croatian territory. This marketing approach of creating marketing image and managing the brand of bordering areas sets the criteria for sustainable tourism development based on the premis of the competitiveness and diversity range of specialized tourist products in the bordering areas. REFERENCES Belec, B. (1996), Tipi obmejnih obmo ij ob slovensko-hrvaaki meji v Spodnjem Podravju s Prlekijo, 17. zborovanje slovenskih geografov: Spodnje Podravje s Prlekijo  mo~nosti regionalnega in prostorskega razvoja, Zveza geografskih druatev Slovenije, Ljubljana Butler, W. R. (2002), The Development of Tourism in Frontier Regions: Issues and Approaches, in Krakover, S., Gradus, Y., Tourism in Frontier Areas, Lexington Books, USA Cetinski, V., Peri, J., Smol i Jurdana, D. (2006), The "umbrela" brand and branding process in the Kvarner destination, Tourism and Hospitality Management, Vol. 12, No. 2, Faculty of tourism and hotel management Opatija, Opatija, 103-110 Dann, G. 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