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Pregledni rad
https://doi.org/10.20901/ms.7.13.5

Countries as Tourist Brands: Creation, Managing and Evaluation

Božo Skoko   ORCID icon orcid.org/0000-0002-4028-7128 ; Faculty of Political Science, University of Zagreb, Zagreb, Croatia
Dejan Gluvačević ; PhD student of Communication Studies at Josip Juraj Strossmayer University, Osijek, Croatia

Puni tekst: hrvatski, pdf (720 KB) str. 78-100 preuzimanja: 639* citiraj
APA 6th Edition
Skoko, B. i Gluvačević, D. (2016). Države kao turistički brendovi: kreiranje, upravljanje i vrednovanje. Medijske studije, 7 (13), 78-100. https://doi.org/10.20901/ms.7.13.5
MLA 8th Edition
Skoko, Božo i Dejan Gluvačević. "Države kao turistički brendovi: kreiranje, upravljanje i vrednovanje." Medijske studije, vol. 7, br. 13, 2016, str. 78-100. https://doi.org/10.20901/ms.7.13.5. Citirano 05.12.2020.
Chicago 17th Edition
Skoko, Božo i Dejan Gluvačević. "Države kao turistički brendovi: kreiranje, upravljanje i vrednovanje." Medijske studije 7, br. 13 (2016): 78-100. https://doi.org/10.20901/ms.7.13.5
Harvard
Skoko, B., i Gluvačević, D. (2016). 'Države kao turistički brendovi: kreiranje, upravljanje i vrednovanje', Medijske studije, 7(13), str. 78-100. https://doi.org/10.20901/ms.7.13.5
Vancouver
Skoko B, Gluvačević D. Države kao turistički brendovi: kreiranje, upravljanje i vrednovanje. Medijske studije [Internet]. 2016 [pristupljeno 05.12.2020.];7(13):78-100. https://doi.org/10.20901/ms.7.13.5
IEEE
B. Skoko i D. Gluvačević, "Države kao turistički brendovi: kreiranje, upravljanje i vrednovanje", Medijske studije, vol.7, br. 13, str. 78-100, 2016. [Online]. https://doi.org/10.20901/ms.7.13.5

Sažetak
The paper deals with the phenomenon of nation branding and analyses the purpose, methods and effects of branding on the one hand, and evaluating nations as brands on the other. In doing so, the emphasis is laid on nations as tourist brands, especially the interdependence of the branding process and tourism development, that is, the role of tourist offer and promotion in the creation of a nation brand. In this context, the authors analyse four leading indices, that is, institutions that deal with evaluating and ranking nation brands – Simon Anholt’s Nation Brand Index, Country Brand Index from Future Brand, Brand Finance and Bloom Consulting in order to discover how certain nations become brands, and how this impacts their rating, that is, popularity. The authors conclude that tourist offer is only one of the segments that contribute to brand strength and that the nation brand is unsustainable in the long term if it is based only on the tourist industry without other positive economic indicators. Following current trends in tourism and tourism promotion, the authors particularly analyse the experiences from Asia, which in recent years has created the largest number of new brands in tourism and recorded continuous growth in the number of visits as well as continuous revenue growth. Croatia is considered a developing tourism brand, recognised at the European level, but still insufficiently on the global scale, whose key asset is for the most part its natural beauty.

Ključne riječi
brand; branding; tourism; measurement; index; Croatia

Hrčak ID: 166849

URI
https://hrcak.srce.hr/166849

[hrvatski]

Posjeta: 1.696 *