Preliminary communication
https://doi.org/10.5673/sip.60.1.7
Attitudes of Local People on Cultural-historical Heritage as a Bearer of Destination’s Identity – Example of Nuštar Municipality
Dejan Gluvačević
orcid.org/0000-0002-4960-648X
; Edward Bernays University College, Zagreb, Croatia
Hrvoje Periša
orcid.org/0000-0002-4569-2827
; University of Zagreb, Faculty of Political Science (student), Croatia
Abstract
The purpose of this paper is to provide answers to a key question through research, and that
is whether the Municipality of Nuštar can be branded and positioned as an attractive tourist
destination in the Slavonia region? In order to answer this question and start considering in
which direction it is necessary to develop the destination, it is crucial that the local population
is involved in the process of destination development from the very beginning of branding
activities, because the local people represent one of the bearers of destination identity (Anholt,
2009: 25).
For this reason, the local population is the cause of the survey conducted through online questionnaires
on Facebook, but also semi-structured interviews with individuals that are employed
in important institutions of the Municipality, and can thus contribute to the promotion of
Nuštar Municipality. The results of the research showed that the Municipality of Nuštar has a
potential for tourism development using cultural heritage resources, and that there is an understanding
and will of the local population to be one of the bearers of the new identity of the
destination. However, the research also established that in the Municipality of Nuštar, among
the stakeholders who should be the bearers of the brand, there is no interest in positioning the
Municipality of Nuštar as a new tourist destination in continental Croatia.
Branding, perceived as a holistic approach, requires agreement not only between the stakeholders
who manage the promotion of the destination, but also the local population, which is
one of the key bearers of the identity of the destination. As long as there is no agreement on
this route, despite the existence of potential, the tourist development of the destination is not
possible.
Keywords
destination branding; tourism; culture; heritage; Nuštar municipility
Hrčak ID:
278628
URI
Publication date:
2.6.2022.
Visits: 1.810 *