Naslov
Branding and Tourism Destination Management

Autori
Jeleč, Ivana ; Samardžić Gašpar, Maja ; Banovac Barić, Maja

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

Izvornik
Proceedings of the 4th International OFEL Conference on Governance, Management and Entrepreneurship: NEW GOVERNANCE FOR VALUE CREATION, Towards Stakeholding and Participation / Tipurić, Darko ; Kovač, Ivana - Zagreb : Centar za istraživanje i razvoj upravljanja (CIRU) ; Odjel za ekonomiju i poslovnu ekonomiju Sveučilišta u Dubrovniku, 2016

ISBN
978-953-8079-01-6

Skup
4th International OFEL Conference on Governance, Management and Entrepreneurship: NEW GOVERNANCE FOR VALUE CREATION, Towards Stakeholding and Participation

Mjesto i datum
Dubrovnik, Hrvatska, 15.04.2016. - 16.04.2016

Vrsta sudjelovanja
Predavanje

Vrsta recenzije
Međunarodna recenzija

Ključne riječi
Brand, Image, Management, Planning, Tourist destination

Sažetak
Due to its crystal clean sea, pleasant Mediterranean climate and extraordinary beaches, Croatia inevitably belongs among the most beautiful tourist destinations in the world. However, the main question implied is whether these natural beauties are enough to build and develop successful tourist destinations that can compete with the most visited and renowned destinations in Europe and the world. Unfortunately, the answer is that they cannot. Nagashima, one of the first marketing researchers on country image, says that a country’s appearance, reputation, stereotype that businesspersons and consumers give to its products represents its image (Nagashima, 1970, as cited in Skoko, 2009) while Kotler defines it as a set of beliefs and impressions that people have of a place / country (Kotler et al., 1993). In other words, natural beauties and an advantageous geographical position surely make a suitable foundation to create a desirable destination, however, what visitors “take with them” is an emotion that overwhelmed them during their visit and is related to standard services, diversity of offer and possible deviation from what is expected to what is received. According to the previously stated, in order to successfully create and develop a well- positioned tourist destination, it is necessary to manage this destination and its image with the final goal of developing a strong and recognizable brand. In this paper, the authors will address the factors required to build a tourist destination as a brand and the funds required to invest in this destination to position it on the world tourist map. Furthermore, the authors pay particular attention to the segment of tourism destination management with the objective of strengthening and increasing recognition of the brand and destination in conditions of ever-increasing competition. In order to highlight best practices in the tourism segment, in this paper, the authors cite a few examples of successful tourist destinations and successful Croatian tourism companies according to revenues in 2014.

Izvorni jezik
Engleski

Znanstvena područja
Informacijske i komunikacijske znanosti

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