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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

Miličević, Katarina ; Skoko, Božo ; Krešić, Damir The Power of Tourism in Creating a National Brand: The Case of Croatia // Destination Branding & Marketing IV / Richards, V. (ur.). Cardiff: Welsh Center for Tourism Research / Cardiff Metropolitan University, 2012. str. 236-247

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

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Podaci o prilogu

236-247.

2012.

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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

Povezanost rada

Ekonomija, Politologija