Original scientific paper

Potentials of Banovina region branding through tourism and soft power by understanding local identity

Dejan Gluvačević ; Edward Bernays University of Applied Sciences, Zagreb *
Iva-Mila Brigljević ; Faculty of Political Sciences of University of Zagreb, Zagreb

* Corresponding author.

Abstract

Aimed at boosting tourism and regional growth, this study investigated Banovina, a captivating Croatian region known for its natural beauty and cultural richness. Despite its potential, Banovina hasn't yet established itself as a branded tourist destination. To understand resident perspectives on tourism and branding possibilities, the research employed a two-pronged approach. Online questionnaires gathered opinions from the local population, while semi-structured interviews were conducted with representatives from various Banovina institutions. This comprehensive approach provided valuable insights into Banovina's identity and potential branding strategies for tourist destination success. The study not only offers a theoretical framework for destination branding, identity, and image, but also analyzes Banovina's tourism offerings. It incorporates empirical research from the local population, interviews with relevant authorities, and a SWOT analysis to paint a well-rounded picture. The research concludes that Banovina possesses significant potential as a branded tourist destination, capitalizing on its unique cultural heritage, breathtaking natural beauty, and distinctive resources. However, challenges remain. To achieve economic prosperity and attract visitors and investors, successful branding is critical. This study provides a valuable framework and insights to guide Banovina's development as a unique and thriving tourist destination.

Keywords

Banovina; Croatia; destination branding; identity; tourism; soft power;

Hrčak ID:

320799

URI

https://hrcak.srce.hr/320799

Publication date:

6.7.2024.

Visits: 282 *