engleski

Shaping Destination Identity: Challenges of Branding Croatia

Destination branding has become a topic of growing interest in Croatia over the last decade. Striving to extend its image beyond that of a ‘sea, sun and summer only’ destination and to improve its competitive position, much of recent destination development and marketing planning in Croatia has dealt with branding to some extent. However, destination branding has largely remained strategy on paper. Interviews with regional and local tourist boards across Croatia have shown their perceived incapability to act as branding managers due to insufficient finances, manpower, knowledge and authority. The power of destination branding is seen to be curtailed by lack of ‘destination thinking’ and ‘destination leadership’. In view of these limitations, it is suggested future research should explore possibilities of destination brand management stemming from collaboration and leadership theories.

destination, branding, marketing, management, limitations

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