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Proposal of the Brand Strategy of the Island of Pag in Function of Tourism Development

Author

Listed:
  • Aleksandra Krajnovic

    (University of Zadar, Croatia)

  • Jurica Bosna

    (University of Zadar, Croatia)

  • Tanja Basic

    (University of Zadar, Croatia)

Abstract

By managing the tourism development on Croatian islands on a systematic approach means development of the island’s economy due to its multiplicative effect. In this paper authors deal with proposal of the brand strategy as a specific way of managing the tourism development on the example of the island of Pag. Research has been conducted by the method of interviewing the experts. We find out that brand of the island of Pag doesn’t exist due to the lack of unique master plan and existence of Destination Management Organization of the Island of Pag. Promising is the fact that in practice respondents have a mutual cooperation in promoting the unique island of Pag and are willing to create a brand of the island of Pag. On a conducted based primary research and relevant literature authors generated their own suggestion of a potential brand strategy of the island of Pag in function of tourism development as a guideline for its branding in practice.

Suggested Citation

  • Aleksandra Krajnovic & Jurica Bosna & Tanja Basic, 2015. "Proposal of the Brand Strategy of the Island of Pag in Function of Tourism Development," MIC 2015: Managing Sustainable Growth; Proceedings of the Joint International Conference, Portorož, Slovenia, 28–30 May 2015,, University of Primorska, Faculty of Management Koper.
    • Handle: RePEc:mgt:micp15:481-490
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    References listed on IDEAS

    as
    1. Daniela Soldić Frleta, 2014. "Island destinations' tourism offer - tourists' vs. residents' attitudes," Tourism and Hospitality Management, University of Rijeka, Faculty of Tourism and Hospitality Management, vol. 20(1), pages 1-14, May.
    2. Ana ISPAS & Andjelija Andreea SARAGEA, 2011. "Evaluating The Image Of Tourism Destinations. The Case Of The Autonomous Community Of The Canary Islands," Revista de turism - studii si cercetari in turism / Journal of tourism - studies and research in tourism, "Stefan cel Mare" University of Suceava, Romania, Faculty of Economics and Public Administration - Economy, Business Administration and Tourism Department., vol. 12(12), pages 6-12, December.
    Full references (including those not matched with items on IDEAS)

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