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Pregled bibliografske jedinice broj: 877887

The Implementation of the Storytelling Concept in the Process of Branding Eastern Croatia Tourist Destination

Mikulandra Volić, Ivona; Krajnović, Aleksandra; Bosna, Jurica
The Implementation of the Storytelling Concept in the Process of Branding Eastern Croatia Tourist Destination // 6. međunarodni znanstveni simpozij "Gospodarstvo Istočne Hrvatske - vizija i razvoj" (zbornik radova) - 6th International Scientific Symposium "Economy of Eastern Croatia - Vision and Growth" (Conference Proceedings) / Mašek Tonković, Anka (ur.).
Osijek: Ekonomski fakultet Sveučilišta Josipa Jurja Strossmayera u Osijeku, 2017. str. 899-908 (predavanje, međunarodna recenzija, cjeloviti rad (in extenso), znanstveni)

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Naslov
The Implementation of the Storytelling Concept in the Process of Branding Eastern Croatia Tourist Destination

Autori
Mikulandra Volić, Ivona ; Krajnović, Aleksandra ; Bosna, Jurica

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

Izvornik
6. međunarodni znanstveni simpozij "Gospodarstvo Istočne Hrvatske - vizija i razvoj" (zbornik radova) - 6th International Scientific Symposium "Economy of Eastern Croatia - Vision and Growth" (Conference Proceedings) / Mašek Tonković, Anka - Osijek : Ekonomski fakultet Sveučilišta Josipa Jurja Strossmayera u Osijeku, 2017, 899-908

Skup
6. međunarodni znanstveni simpozij "Gospodarstvo Istočne Hrvatske - vizija i razvoj" - 6th International Scientific Symposium "Economy of Eastern Croatia - Vision and Growth"

Mjesto i datum
Osijek, Hrvatska, 25.05.2017. - 27.05.2017

Vrsta sudjelovanja
Predavanje

Vrsta recenzije
Međunarodna recenzija

Ključne riječi
storytelling, country branding strategy, destintation branding, myths and legends, Eastern Croatia

Sažetak
Among scholars is widely accepted that storytelling is one of major processes in crafting and executing branding strategy. The storytelling is an effective channel for brand communication, both for countries and tourist destinations as well. Country branding promotes economic, commercial and political interests at home and abroad and country brands can serve as an umbrella under which further sub-brands can be developed. Destination branding serves to attract visitors and boost tourism development. For each region, being already developed tourist destination or it tends to become one, it is important to have the portfolio of attractive, positive stories and effective storytelling channels in destination brand communication for any destination brand. The aim of this paper is to estimate and give a deeper insight of stakeholder willingness to implement storytelling in the brand strategy of the Eastern Croatia region. The result of this research is a creation of the conceptual model which generates destination image and tourist products based on myths and legends of the Eastern Croatia.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija



POVEZANOST RADA

Ustanove:
Sveučilište u Zadru

Profili:

Avatar Url Ivona Mikulandra Volić (autor)

Avatar Url Jurica Bosna (autor)

Avatar Url Aleksandra Krajnović (autor)

www.dropbox.com www.researchgate.net

Citiraj ovu publikaciju:

Mikulandra Volić, Ivona; Krajnović, Aleksandra; Bosna, Jurica
The Implementation of the Storytelling Concept in the Process of Branding Eastern Croatia Tourist Destination // 6. međunarodni znanstveni simpozij "Gospodarstvo Istočne Hrvatske - vizija i razvoj" (zbornik radova) - 6th International Scientific Symposium "Economy of Eastern Croatia - Vision and Growth" (Conference Proceedings) / Mašek Tonković, Anka (ur.).
Osijek: Ekonomski fakultet Sveučilišta Josipa Jurja Strossmayera u Osijeku, 2017. str. 899-908 (predavanje, međunarodna recenzija, cjeloviti rad (in extenso), znanstveni)
Mikulandra Volić, I., Krajnović, A. & Bosna, J. (2017) The Implementation of the Storytelling Concept in the Process of Branding Eastern Croatia Tourist Destination. U: Mašek Tonković, A. (ur.)6. međunarodni znanstveni simpozij "Gospodarstvo Istočne Hrvatske - vizija i razvoj" (zbornik radova) - 6th International Scientific Symposium "Economy of Eastern Croatia - Vision and Growth" (Conference Proceedings).
@article{article, author = {Mikulandra Voli\'{c}, Ivona and Krajnovi\'{c}, Aleksandra and Bosna, Jurica}, editor = {Ma\v{s}ek Tonkovi\'{c}, A.}, year = {2017}, pages = {899-908}, keywords = {storytelling, country branding strategy, destintation branding, myths and legends, Eastern Croatia}, title = {The Implementation of the Storytelling Concept in the Process of Branding Eastern Croatia Tourist Destination}, keyword = {storytelling, country branding strategy, destintation branding, myths and legends, Eastern Croatia}, publisher = {Ekonomski fakultet Sveu\v{c}ili\v{s}ta Josipa Jurja Strossmayera u Osijeku}, publisherplace = {Osijek, Hrvatska} }
@article{article, author = {Mikulandra Voli\'{c}, Ivona and Krajnovi\'{c}, Aleksandra and Bosna, Jurica}, editor = {Ma\v{s}ek Tonkovi\'{c}, A.}, year = {2017}, pages = {899-908}, keywords = {storytelling, country branding strategy, destintation branding, myths and legends, Eastern Croatia}, title = {The Implementation of the Storytelling Concept in the Process of Branding Eastern Croatia Tourist Destination}, keyword = {storytelling, country branding strategy, destintation branding, myths and legends, Eastern Croatia}, publisher = {Ekonomski fakultet Sveu\v{c}ili\v{s}ta Josipa Jurja Strossmayera u Osijeku}, publisherplace = {Osijek, Hrvatska} }

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