Review article
STARTING POINT FOR BRANDING SLAVONIA AS A TOURIST DESTINATION
Berislav Bolfek
Darija Jakičić
Biljana Lončarić
Abstract
Branding in tourism is a process that selects a particular destination by its characteristics, thus
creating destination identity. The greatest success in this process is achieved by emphasizing authenticity,
where Slavonia has great potential. By creating international recognisability of the region, a
brand attracts investments and a skilled labour force, thus indirectly having a positive effect on export
growth. Values that should draw the attention of both domestic and foreign tourists, i.e. values that are
sufficiently attractive to bring tourists, are embedded in the brand. These values should be realistically
based. Although Slavonia is an underdeveloped region in terms of tourism, it has a realistic perspective
to become a desirable tourist destination. The paper provides analysis of the results of the conducted
primary research about the perception that tourists have about Slavonia as a tourist destination.
One of the goals was to determine the key components and areas that would be used in the future as a
foundation for the definition of a unique brand identity of Slavonia and creation of a desirable tourist
environment in this area. Based on the conducted research, clear indicators reflect the opinion of tourists
which makes Slavonia unique and attractive, being at the same time elements of its unique brand
identity. The results showed that the possible strong driving force of tourism development in Slavonia
may include products such as rural tourism, thematic events, special interests (cycling, hiking, fishing
and hunting, religious tourism), health and nautical tourism. Another conclusion that was made
during the research is that Slavonia should aim at the target population. Thus, segmentation results in
several target groups such as tourists with special interests, tourists preferring cultural heritage and
other traditional values, nature lovers, recreational athletes and athletes. The aim was to gather data
that could be used in the future as a starting point in the definition and development of the branding
project of Slavonia as a tourist destination.
Keywords
brand; branding; destination; Slavonia; research of tourism status
Hrčak ID:
94880
URI
Publication date:
3.12.2012.
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