Naslov
Branding traditional and natural products by providing tourist experience: What are the effects

Autori
First Komen, Ivana ; Stamenić Oštrić, Sanja

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

Izvornik
ToSEE - Tourism in Southern and Eastern Europe 2019 Creating innovative Tourism Experiences: The way to Extend the Tourist Season / Zadel, Z. ; Smolčić Jurdana, D. - Opatija : Fakultet za menadžment u turizmu i ugostiteljstvu Sveučilišta u Rijeci, 2019, 291-306

Skup
5th International Conference Tourism in Southern and Eastern Europe: Creating Innovative Tourism Experiences: The Way to Extend the Tourist Season (ToSEE 2019)

Mjesto i datum
Opatija, Hrvatska, 16.05.2019. - 18.05.2019

Vrsta sudjelovanja
Ostalo

Vrsta recenzije
Međunarodna recenzija

Ključne riječi
industrial tourism ; tourist experience ; storytelling ; traditional and natural products

Sažetak
The mission of this research is to analyze how small producers of natural and traditional products can strengthen their position in the market and bring positive change to themselves and their stakeholders by establishing a brand and making it stronger through storytelling, organic certification and providing tourist experience. The study was approached inductively, by applying in-depth multiple source analysis on an identified exemplar case. The results show that creating a brand story and getting and presenting organic label are important factors for the market success, but yield limited results without consumers having the opportunity to experience the brand and its story. Producers of natural and traditional products are adviced to think of ways of how to provide consumer experience and how to get consumers in touch with their products, i.e. how to turn a non touristic business into a touristic one. This will have the strongest effect on their own sales, but will also benefit the other stakeholders the most.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

POVEZANOST RADA