Naslov
Destination branding challenges in the multiethnic context: The case of Bosnia and Herzegovina

Autori
Herceg, Nevenko ; Krešić, Damir ; Miličević, Katarina

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

Izvornik
International critical tourism studies conference / - , 2013

Skup
International critical tourism studies conference V

Mjesto i datum
Sarajevo, Bosna i Hercegovina, 25.06.2013. - 28.06.2013

Vrsta sudjelovanja
Predavanje

Vrsta recenzije
Međunarodna recenzija

Ključne riječi
tourism destination ; branding ; multiethnicity ; Bosnia and Herzegovina

Sažetak
Destination branding is still a relatively an underinvestigated phenomenon, especially the influence of destination branding on the destination competitiveness. However, the current body of knowledge provides growing evidence that destination branding has a significant impact on destination competitiveness. The process of destination branding, which is a very complex process in itself, becomes even more complex in the context of those destinations, such as Bosnia and Herzegovina, which have multiethnic character. Given the fact that Bosnia and Herzegovina is a country of three constituent peoples (ethnic groups), and therefore is characterized by very complex and complicated governmental structures and administrative- territorial organization, the question arises how is it possible to efficiently implement tourism destination branding process in such a complex environment. Taking into account all the constitutional and legislative complexities, the lack of jurisdictions on the national level and the overlapping jurisdictions on the lower levels of government and significant fragmentation and functional incoherence of the governmental institutions, it can be concluded that the tourism branding process of Bosnia and Herzegovina will face with many challenges

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

POVEZANOST RADA