Preliminary communication

https://doi.org/10.20867/thm.12.2.9

THE “UMBRELLA” BRAND AND BRANDING PROCESS IN THE KVARNER DESTINATION

Vinka Cetinski ; Faculty of tourism and hospitality management, University of Rijeka, Opatija, Croatia
Jože Perić ; Faculty of tourism and hospitality management, University of Rijeka, Opatija, Croatia
Dora Smolčić Jurdana ; Faculty of tourism and hospitality management, University of Rijeka, Opatija, Croatia

Abstract

Fierce competition on the world tourism market is making it necessary for tourist destinations to position themselves appropriately and to differentiate themselves from the competition. This paper looks at the importance of space as a key marker of a tourist destination, and focuses on the meaning of a brand in enhancing attractiveness on the tourism market and strengthening competitive ability. The paper is based on the example of the Kvarner destination, that is, the Primorsko-Goranska County.

Keywords

umbrella brand; tourist destination

Hrčak ID:

181228

URI

https://hrcak.srce.hr/181228

Publication date:

30.12.2006.

Article data in other languages: croatian

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