Naslov
Destination branding through building sustainable cultural tourism products: case study of the Routes of the Frankopans

Autori
Burger, Mila Marina

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

Izvornik
Proceedings of the 4th Annual Conference of the International Place Branding Association / - , 2019, 112-126

Skup
The 4th Annual Conference of the International Place Branding Association

Mjesto i datum
Volos, Grčka, 27.-29. studenog 2019

Vrsta sudjelovanja
Predavanje

Vrsta recenzije
Podatak o recenziji nije dostupan

Ključne riječi
destination branding, cultural heritage, historical narratives, cultural tourism

Sažetak
Primorje-Gorski kotar is the name of a less known and yet a truly diverse region in Croatia spanning throughout the country’s continental area to the Northern part of the Adriatic sea. On top of various natural beauties — mountains, lakes, islands, national parks, caves etc. — the region abounds with unique cultural heritage, central to the project of the Cultural route The Routes of the Frankopans initiated and managed by the Primorje-Gorski kotar County. The goal of the project is to revitalise ancient castles and mansions of the Frankopans, once a famous and powerful family (12-17th century) that influenced some of the most important events in Croatian history and create a sustainable cultural tourism offer that will be in the position to function all year round. The project is largely financed by the HERA project (Sustainable tourism management of Adriatic Heritage) and the EU funds while the multidisciplinary team working on this complex strategic endeavour is composed of local governance bodies, architects, museologists and design & communication experts and many others. This strategically important project has the potential to brand the whole region so in order to develop a solid visual communications base for future communications we needed to establish the brand architecture and key values that would be incorporated into the visual system. The project’s primary customer segment is the well educated cultural tourist, interested in the local knowledge and in search of new discoveries in his or her travels often practising an active lifestyle. After examining several possible directions including a more traditional one, it was decided that the customer journey will be built around the richness and mystery of this vast cultural heritage and exploration as a way to cherish it today. The visual identity system is therefore built from interesting and somewhat puzzling pictograms derived from key facts from the family’s legacy and then used to tell this fascinating story in a whole spectrum of media. With a specific yet modern feel, this set of values translated to a flexible identity can support the development of the project in various directions and serve as the focal point of the destination’s branding strategy, currently materialized in the route’s first visitor centre situated in one of the family’s castles in Kraljevica. Renovation of the additional seven interpretation centers ends in 2019 and will create an added value for the Rijeka - European Capital of Culture 2020 project.

Izvorni jezik
Engleski

POVEZANOST RADA