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Branding in Serbian Rural Tourism

Author

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  • Milena Vukić
  • Milena Popović
  • Marija Kuzmanović

Abstract

To become competitive in the global world market, as a relatively new destination for rural tourism, we need to know how to use existing resources and to prove capable of coping with new challenges. The road to this great accomplishment goes through branding, because only with the help of branding it is possible to achieve recognition of Serbian rural product. That, first, implies a reformatory process of searching for our renewed that is redesigned identity, networking of various industries, as well as their integration. In such a context, rural tourism of Serbia should not be isolated within a particular segment of the whole, rather it should master those universal principles upon which the world is organized today, which is a unique and dynamic tourist product, and should be gradually turned into a brand thanks to its added value.

Suggested Citation

  • Milena Vukić & Milena Popović & Marija Kuzmanović, 2012. "Branding in Serbian Rural Tourism," Journal of Economics and Behavioral Studies, AMH International, vol. 4(11), pages 671-676, November.
    • Handle: RePEc:rnd:arjebs:v:4:y:2012:i:11:id:2442
    DOI: 10.22610/jebs.v4i11.367
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