Destination branding: a case study of national parks in Montenegro
Destination branding: a case study of national parks in Montenegro
Autori:
Izdanje: SITCON 2016 - Singidunum International Tourism Conference
DOI: 10.15308/Sitcon-2016-187-191
Oblast: Tourism
Stranice: 187-191
Apstrakt:
Destination branding is a complex and lengthy process that requires the
definition of the concept of branding, planning and implementation, with
interconnection and compliance of all steps, starting from market research,
through development of identity and image, evaluation branding strategy to
monitoring and auditing. Tourism in national parks is one of the fastest growing
market segments of tourism demand in the global market. This paper deals
with the improvement of development of national parks from the perspective
of Montenegro as a destination brand. The natural heritage of each country’s
national parks occupies the special place. In Montenegro, national parks have
the prospects and potential for developing different forms of tourism, recreation,
excursions, sports and recreational tourism in the water (Black and Skadar
Lake Biograd), to winter tourism (Lovćen, Durmitor, Bjelasica).
definition of the concept of branding, planning and implementation, with
interconnection and compliance of all steps, starting from market research,
through development of identity and image, evaluation branding strategy to
monitoring and auditing. Tourism in national parks is one of the fastest growing
market segments of tourism demand in the global market. This paper deals
with the improvement of development of national parks from the perspective
of Montenegro as a destination brand. The natural heritage of each country’s
national parks occupies the special place. In Montenegro, national parks have
the prospects and potential for developing different forms of tourism, recreation,
excursions, sports and recreational tourism in the water (Black and Skadar
Lake Biograd), to winter tourism (Lovćen, Durmitor, Bjelasica).
Ključne reči: brand, tourism, national parks
Priložene datoteke:
- 187-191 ( veličina: 396,36 KB, broj pregleda: 1494 )
Kategorije objave:
Radovi na konferenciji SITCON 2016, Beograd, Serbija
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BibTeX format
@article{article,
author = {M. Janković and M. Bokić},
title = {Destination branding: a case study of national parks in Montenegro},
journal = {SITCON 2016 - Singidunum International Tourism Conference},
year = 2016,
pages = {187-191},
doi = {10.15308/Sitcon-2016-187-191}
}
RT Conference Proceedings A1 Marija Janković A1 Milena Bokić T1 Destination branding: a case study of national parks in Montenegro AD Univerzitet Singidunum, Beograd, Beograd, Srbija YR 2016 NO doi: 10.15308/Sitcon-2016-187-191
M. Janković and M. Bokić, Destination branding: a case study of national parks in Montenegro, Univerzitet Singidunum, Beograd, 2016, doi:10.15308/Sitcon-2016-187-191