Destination Branding and Cultural Tourism - Case from Serbia

Domazet, Ivana and Vukanović, Maša (2022) Destination Branding and Cultural Tourism - Case from Serbia. In: Modern management tools and economy of tourism sector in present era: 6th international thematic monograph. Association of Economists and Managers of the Balkans; Faculty of Tourism and Hospitality, Belgrade ; Ohrid, pp. 425-440. ISBN 978-86-80194-49-3

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Abstract

Destination branding is icing on the cake of the process of destination-making. This process raises the issues such as attitudes of the local community towards tourism development, regarding utilization of their natural and cultural resources, cooperation of national and local decision-makers, and identication of attractions. Such issues are most noticeable in cultural tourism in which tourists choose their destination motivated by an interest to meet the city’s local culture. As the new museology paradigm shifted focus onto visitors’ experience, museums, guardians and presenters of (local) heritage have become brands of their kind. In their work, they meet the local community’s needs to know better and adequately present their culture and heritage and the needs of tourists to meet local particularities. This paper focused on two towns in Serbia, Valjevo and Kikinda, where museums took a leading role in branding cities as cultural tourism destinations.

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