engleski

Analysing destination readiness for branding

The paper attempts to ascertain the understanding of and views on destination branding within the Croatian tourist board system which, due to its destination marketing and management functions, is key to the implementation of destination branding in practice. While destination branding is generally understood by the interviewed respondents from selected regional and local tourist boards included in the study both in terms of scope and process and is seen as a modern and useful tool in differentiating destinations, thus being a key factor of their competitiveness, the thinking is also characterized by a certain lack of conviction.

destination brending, barriers, Croatia

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