Naslov
Branding a Country as a Desirable Touristic Destination - case of Croatia

Autori
Kos Kavran, Andrijana ; Herman, Daniel

Vrsta, podvrsta i kategorija rada
Poglavlja u knjigama, znanstveni

Knjiga
Brendiranje država i nacija, mogućnosti i implikacije

Urednik/ci
Ratković, Milijanka ; Perić, Nenad

Izdavač
Univerzitet Union Nikola Tesla Beograd

Grad
Beograd

Godina
2020

Raspon stranica
117-144

ISBN
978-86-81088-49-4

Ključne riječi
country brand identity, country brand image, place branding, destination branding, content analysis, case study
(country brand identity, country brand image, place branding, destination branding, content analysis, case study.)

Sažetak
There are many reasons why countries should manage their branding and one is the need for attracting tourists and investments. To be successful on the dynamic tourist market, a country has to be focused and specific about what it wants to achieve and who it wants to attract. This way a country becomes a tourist destination and the general country branding shifts its focus on a country destination branding and tourists as the target group. The purpose of this chapter is to analyse how Croatia created its tourism brand identity from 1991 to 2020 and to explore her brand image in online media in three European countries – Germany, Slovenia and Austria. This chapter used a case study for analysis of brand identity and a basic sentiment analysis of online news articles to analyse the brand image of Croatia. The case study revealed that from 1991 Croatia shifted its brand identity focus from Adriatic coast to all parts of the country non-seasonal tourism strategy. The results of the sentiment analysis showed that from 2015 until 2020 the German and Austrian online news articles fell into the positive or neutral categories while the Slovenian online news articles fell into the positive or negative categories. Altogether more than 516 online news articles were analysed.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

POVEZANOST RADA