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Review article
https://doi.org/10.17818/NM/2015/2.4

Valorization of Batana Salvorina in the Development and Brand Identity of Umag

Christian Stipanović   ORCID icon orcid.org/0000-0002-1424-0756 ; University of Rijeka Faculty of Tourism and Hospitality Management Opatija, Rijeka
Elena Rudan   ORCID icon orcid.org/0000-0002-9958-3300 ; University of Rijeka Faculty of Tourism and Hospitality Management Opatija, Rijeka
Marina Klarić ; University of Rijeka Faculty of Tourism and Hospitality Management Opatija, Rijeka

Fulltext: english, pdf (743 KB) pages 67-73 downloads: 409* cite
APA 6th Edition
Stipanović, C., Rudan, E. & Klarić, M. (2015). Valorization of Batana Salvorina in the Development and Brand Identity of Umag. NAŠE MORE, 62 (2), 67-73. https://doi.org/10.17818/NM/2015/2.4
MLA 8th Edition
Stipanović, Christian, et al. "Valorization of Batana Salvorina in the Development and Brand Identity of Umag." NAŠE MORE, vol. 62, no. 2, 2015, pp. 67-73. https://doi.org/10.17818/NM/2015/2.4. Accessed 25 Jan. 2020.
Chicago 17th Edition
Stipanović, Christian, Elena Rudan and Marina Klarić. "Valorization of Batana Salvorina in the Development and Brand Identity of Umag." NAŠE MORE 62, no. 2 (2015): 67-73. https://doi.org/10.17818/NM/2015/2.4
Harvard
Stipanović, C., Rudan, E., and Klarić, M. (2015). 'Valorization of Batana Salvorina in the Development and Brand Identity of Umag', NAŠE MORE, 62(2), pp. 67-73. https://doi.org/10.17818/NM/2015/2.4
Vancouver
Stipanović C, Rudan E, Klarić M. Valorization of Batana Salvorina in the Development and Brand Identity of Umag. NAŠE MORE [Internet]. 2015 [cited 2020 January 25];62(2):67-73. https://doi.org/10.17818/NM/2015/2.4
IEEE
C. Stipanović, E. Rudan and M. Klarić, "Valorization of Batana Salvorina in the Development and Brand Identity of Umag", NAŠE MORE, vol.62, no. 2, pp. 67-73, 2015. [Online]. https://doi.org/10.17818/NM/2015/2.4

Abstracts
This work explores the possibilities raised by valorisation of historical and maritime heritage (Batana Salvorina) in the construction of an original and innovative tourism product, with the goal of repositioning Umag as a distinctive tourist destination. It is based on the authors’ research, questionnaires and Umag stakeholder focus groups (members of the Association Batana Salvorina, local government, public utility and entrepreneurs), benchmark analysis of batana valorisation in Umag, Rovinj and Piran using situational and scenario analysis, as well as the authors’ projections of building the batana salvorina project and Umag competitiveness. The limitations of the research lie in the fact that the project of batana salvorina valorisation is still underdeveloped, as well as in the insufficient recognition of the project importance and opportunities in creating tourism uniqueness and distinctiveness. The valorisation of history (batana salvorina) must evolve into an integral indigenous product that will be based on the synergy of business entrepreneurs and other stakeholders in a continuous effort to enrich and qualitatively improve Umag tourism offer.

Keywords
heritage tourism; Batana Salvorina; entrepreneurship; brand; development

Hrčak ID: 140146

URI
https://hrcak.srce.hr/140146

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