The Power of Tourism in Creating a National Brand: The Case of Croatia (CROSBI ID 593205)
Prilog sa skupa u zborniku | izvorni znanstveni rad | međunarodna recenzija
Podaci o odgovornosti
Miličević, Katarina ; Skoko, Božo ; Krešić, Damir
engleski
The Power of Tourism in Creating a National Brand: The Case of Croatia
It can be argued that linkages between national identities, tourism promotion and more recently destination branding represent a well-studied area in tourism literature. However, most of the research explores connections between national identities and images used for tourism promotion or impact of tourism promotion on national identities. In this paper we explore how tourism itself can create a national brand. With reference to the case of Croatia we are going to demonstrate the potential power of tourism in forming key associations surrounding a national brand. Based on the most recent research about Croatian images in the eyes of key European markets, as well as its neighbouring countries, it is shown how tourism represents a key image in its national identity. Finally, we argue that the entrance of Croatia into the European Union should be marked by the formation of a strong national brand based around tourism attractions.
Branding ; tourist destination ; national identity ; Croatia
nije evidentirano
nije evidentirano
nije evidentirano
nije evidentirano
nije evidentirano
nije evidentirano
Podaci o prilogu
236-247.
2012.
nije evidentirano
objavljeno
978-0-9569258-7-9
Podaci o matičnoj publikaciji
Destination Branding & Marketing IV
Richards, V.
Cardiff: Welsh Center for Tourism Research / Cardiff Metropolitan University
Podaci o skupu
Destination Branding & Marketing IV
predavanje
05.12.2012-07.12.2012
Cardiff, Ujedinjeno Kraljevstvo