Naslov
Cultural branding in croatian tourism and in European Eunion

Autori
Gržinić, Jasmina ; Dujmović, Mauro ; Vitasović, Aljoša

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

Izvornik
Znanje za trajnostni razvoj : zbornik povzetkov referatov 27. mednarodne konference o razvoju organizacijskih znanosti = Knowledge for sustainable development : book of abstracts of the 27th International Conference on Organizational Science Development / - Kranj : Moderna organizacija, 2008, 768-777

ISBN
978-961-232-212-0

Skup
Mednarodna konferenca o razvoju organizacijskih znanosti Znanje za trajnostni razvoj (27 ; 2007)

Mjesto i datum
Portorož, Slovenija, 19.03.2008. - 21.03.2008

Vrsta sudjelovanja
Predavanje

Vrsta recenzije
Međunarodna recenzija

Ključne riječi
tourism; advertising; cultural identity; branding; Istria

Sažetak
Cultural products can be viewed as commodities that businesses create. It is argued that brands are symbolic articulators of production and consumption. In this sense, all brands are representational texts, and are socially, not merely managerially, constructed. Brands are symbolic resources and constructs an important part of everyday contemporary culture. They are important vehicles for making and circulating meanings in society. This conceptual paper examines the interface between tourism, culture and business, with specific reference to advertising and branding in Croatian tourism. Cultural knowledge thus has a central role in the production of advertising meaning and is essential in developing the bridge between producers and consumers on the Istrian tourism market. Article presents examples of the Istrian cultural branding as a unique way of cultural branding in Croatian tourism.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

POVEZANOST RADA