Naslov
Brand management of protected areas – case study: Plitvice lakes national park

Autori
Ružić, Vlatka

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

Izvornik
Proceedings of 23rd CROMAR Congress Marketing in a Dynamic Envinronment – Academic and Practical Insights, / Grbac, Bruno ; Lončarić, Dina ; Dlačić, Jasmina - Opatija : Fakultet za menadžment u turizmu i ugostiteljstvu Sveučilišta u Rijeci, 2013, 212-223

ISBN
978-953-7842-18-5

Skup
23rd CROMAR Congress Marketing in a Dynamic Envinronment – Academic and Practical Insights

Mjesto i datum
Opatija, Hrvatska, 24.10.2013. - 26.10.2013

Vrsta sudjelovanja
Poster

Vrsta recenzije
Međunarodna recenzija

Ključne riječi
Protected area ; Branding ; Plitvice lakes

Sažetak
The strategic management of a protected area brand (for example World heritage or national park) can help transmit the importance of perserving natural and cultural heritage while demonstrating the relevance of such sites ; strategically deployed, branding plays an essential role in the sustainability of parks and protected areas. This paper deals with the theoretical basis of branding of protected areas and discusses the issue of branding World heritage sites and national parks, with an example of Plitvice lakes national park, world known brand that developed as such without strategic brand planning and management, by leaving out many elements of branding process, but still resulting as an example of how to brand a protected area. Also, no primary research regarding Plitvice lakes has ever been done ; Plitvice lakes have created a brand without a permanent strategy, and as it (despite the lack of branding strategy) became the brand, today it doesn’t capitalize enough on the opportunities to appropriately transmit their brand to the visitor at visitor contact points, thereby slowing down the process of growing positive brand equity. Within the above mentioned, if not conducted as a planned activity, how is it possible to successfully brand a protected area? Does it help if the site is marked as World heritage site and could that be reason enough for recognizing a site as a brand and how long does it take to become a brand? Once the brand is created, in order to maximise benefits aid has to be offered to protected area management in determining how to use their brands to their maximum benefit future research needs to closely examine the dimensions of visitor brand awareness and knowledge. The aim of this work is to find out if protection status oft he site matters to tourists, does it affect the decision to visit the area and does the national park and world heritage brand has a stronger effect on tourists than other protected areas.

Izvorni jezik
Engleski

Znanstvena područja
Interdisciplinarne prirodne znanosti

POVEZANOST RADA