Naslov
The Power of Tourism in Creating a National Brand: The Case of Croatia

Autori
Miličević, Katarina ; Skoko, Božo ; Krešić, Damir

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

Izvornik
Destination Branding & Marketing IV / Richards, V. - Cardiff : Welsh Center for Tourism Research / Cardiff Metropolitan University, 2012, 236-247

ISBN
978-0-9569258-7-9

Skup
Destination Branding & Marketing IV

Mjesto i datum
Cardiff, Ujedinjeno Kraljevstvo, 05.12.2012. - 07.12.2012

Vrsta sudjelovanja
Predavanje

Vrsta recenzije
Međunarodna recenzija

Ključne riječi
Branding ; tourist destination ; national identity ; Croatia

Sažetak
It can be argued that linkages between national identities, tourism promotion and more recently destination branding represent a well-studied area in tourism literature. However, most of the research explores connections between national identities and images used for tourism promotion or impact of tourism promotion on national identities. In this paper we explore how tourism itself can create a national brand. With reference to the case of Croatia we are going to demonstrate the potential power of tourism in forming key associations surrounding a national brand. Based on the most recent research about Croatian images in the eyes of key European markets, as well as its neighbouring countries, it is shown how tourism represents a key image in its national identity. Finally, we argue that the entrance of Croatia into the European Union should be marked by the formation of a strong national brand based around tourism attractions.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija, Politologija

POVEZANOST RADA