engleski

Image of Istria's Rural Tourism Product : Destination Brand Image

The image a tourism destination possesses plays a pivotal role in the selection of a place for holidaymaking. This makes creating and managing a destination's image a priority for the hotel industry, agencies and tour operators, local and national tourism organisations, and every tourism country. Destinations have a dynamic and changing image. The image of rural tourism in Istria is one of a tourism destination that is located 10– 50 kilometres from the sea coast, and provides quality accommodation, ecologically pure and conserved nature, a rich eno-gastro offering comprising many indigenous food and beverage specialities, natural and other attractions, peace and quite, recreational outdoor activities, entertainment and experiences. Through the application of marketing concepts, and ecological, socio-cultural, technological and economic sustainability, the rural tourism product of Istria is on its way to becoming a destination product brand. In this paper, the authors analysis the current situation regarding various segments of the offering and their quality, continuous sustainable development, and the path to building a destination brand image.

image; rural offering; Istria; market; product brand

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