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Razvoj i definisanje brenda turističke destinacije

Author

Listed:
  • Drago Cvijanović

  • Vuk Mirčetić

    (Assistant Professor, Faculty of Applied Management, Economics and Finance (MEF))

  • Svetlana Vukotić

Abstract

Brendiranje je od izuzetne važnosti za marketing strategije. Poput proizvoda, predmet brendiranja mogu da budu i servisi, organizacije, ali i turističke destinacije, predeli, gradovi, planine i države. Međutim, brendiranja turističkih destinacija sprovode se tek nešto više od dvadeset godina, pa su i istraživanja za pomenutu oblast relativno nova. Autori se u radu bave brendom destinacije kao faktorom izgradnje komparativne prednosti. Izvršen je pregled literature i analiziran razvoj pojma brenda destinacije. Svrha rada je da objedini dosadašnja istraživanja, kao i da ukaže na adekvatne pristupe u brendiranju turističkih destinacija. Rad je namenjen istraživačima koji će dalje da prodube ideju, kao i stručnoj javnosti zaintersovanoj za ovu tematiku. KLJUČNE REČIBrend, turistička destinacija, brendiranje, komparativna prednost.

Suggested Citation

  • Drago Cvijanović & Vuk Mirčetić & Svetlana Vukotić, 2019. "Razvoj i definisanje brenda turističke destinacije," Post-Print hal-04905063, HAL.
    • Handle: RePEc:hal:journl:hal-04905063
    Note: View the original document on HAL open archive server: https://hal.science/hal-04905063v1
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