Destination branding with the aim of upgrading Serbian touristic offer

Vukmirović, Valentina (2017) Destination branding with the aim of upgrading Serbian touristic offer. In: Economic development and enterpreneurship in transition economies: is free trade working for transitional and developing economies? REDETE. Faculty of Economics, Banja Luka, Banja Luka, pp. 768-777. ISBN 978-99938-46-54-3

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Abstract

Due to the fact that countries, regions and individual destinations compete with one another to attract investment and tourists, destination branding has become an important strategic activity for local, but also state authorities in order to achieve economic and cultural development of certain theritories. Nowadays, most governments are developing strategies for creating specifically-designed place identity and promoting it to targeted external or internal markets, with the aim of attracting visitors or investors. The aim of this paper is to observe the importance of branding destination in order to create favorable image of certain localities which will increase their opportunity for overall development, economic, political or social. Due to the fact that Republic of Serbia has diverse natural resources, historic sites and cultural contents in its disposition which are not adequately exploited, this paper will make an attempt to provide answers for these issues and suggest possible solutions on concrete location brand strategy proposal.

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