Branding strategy and positioning of Gruža microregion in Serbian tourism industry

The paper aims to identify unique characteristics of the villages belonging to Gruža microregion in Serbia and the opportunities for creating attractive tourism offer, including development and branding of this destination. The research in the paper focuses on assessing tourism potentials and findin...

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Main Authors: Vujičić Milan, Ristić Lela
Format: Article
Language:English
Published: University Dzon Nezbit 2016-01-01
Series:Megatrend Revija
Subjects:
Online Access:http://scindeks-clanci.ceon.rs/data/pdf/1820-3159/2016/1820-31591601241V.pdf
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spelling doaj-db979cec1f7846f2836062814310e7f42020-11-24T23:08:35ZengUniversity Dzon NezbitMegatrend Revija1820-31592016-01-0113124126410.5937/MegRev1601241V1820-31591601241VBranding strategy and positioning of Gruža microregion in Serbian tourism industryVujičić Milan0Ristić Lela1University of Kragujevac, Faculty of Philology and Arts, Kragujevac, SerbiaUniversity of Kragujevac, Faculty of Economy, Kragujevac, SerbiaThe paper aims to identify unique characteristics of the villages belonging to Gruža microregion in Serbia and the opportunities for creating attractive tourism offer, including development and branding of this destination. The research in the paper focuses on assessing tourism potentials and finding out whether Gruža has the necessary attractions and accommodation facilities that would make it a tourist destination with a distinctive identity, as well as whether the branding would help accentuate its authenticity. The main hypothesis in the paper is that if rural areas in Gruža microregion have significant natural and anthropogenic resources for tourism development, branding can create a more attractive tourism offer and enhance the image of the destination. Given the subject matter, the research goal and the hypotheses, the paper applies qualitative, quantitative and SWOT analysis as most suitable methods for this type of research. The paper consists of seven sections. The key result of the paper is to point out to the necessity of focusing on the destination's branding as the most suitable means for emphasizing the core values that distinguish this microregion from other similar tourist destinations.http://scindeks-clanci.ceon.rs/data/pdf/1820-3159/2016/1820-31591601241V.pdftourist destinationbrandingrural tourismGruža microregionSerbia
collection DOAJ
language English
format Article
sources DOAJ
author Vujičić Milan
Ristić Lela
spellingShingle Vujičić Milan
Ristić Lela
Branding strategy and positioning of Gruža microregion in Serbian tourism industry
Megatrend Revija
tourist destination
branding
rural tourism
Gruža microregion
Serbia
author_facet Vujičić Milan
Ristić Lela
author_sort Vujičić Milan
title Branding strategy and positioning of Gruža microregion in Serbian tourism industry
title_short Branding strategy and positioning of Gruža microregion in Serbian tourism industry
title_full Branding strategy and positioning of Gruža microregion in Serbian tourism industry
title_fullStr Branding strategy and positioning of Gruža microregion in Serbian tourism industry
title_full_unstemmed Branding strategy and positioning of Gruža microregion in Serbian tourism industry
title_sort branding strategy and positioning of gruža microregion in serbian tourism industry
publisher University Dzon Nezbit
series Megatrend Revija
issn 1820-3159
publishDate 2016-01-01
description The paper aims to identify unique characteristics of the villages belonging to Gruža microregion in Serbia and the opportunities for creating attractive tourism offer, including development and branding of this destination. The research in the paper focuses on assessing tourism potentials and finding out whether Gruža has the necessary attractions and accommodation facilities that would make it a tourist destination with a distinctive identity, as well as whether the branding would help accentuate its authenticity. The main hypothesis in the paper is that if rural areas in Gruža microregion have significant natural and anthropogenic resources for tourism development, branding can create a more attractive tourism offer and enhance the image of the destination. Given the subject matter, the research goal and the hypotheses, the paper applies qualitative, quantitative and SWOT analysis as most suitable methods for this type of research. The paper consists of seven sections. The key result of the paper is to point out to the necessity of focusing on the destination's branding as the most suitable means for emphasizing the core values that distinguish this microregion from other similar tourist destinations.
topic tourist destination
branding
rural tourism
Gruža microregion
Serbia
url http://scindeks-clanci.ceon.rs/data/pdf/1820-3159/2016/1820-31591601241V.pdf
work_keys_str_mv AT vujicicmilan brandingstrategyandpositioningofgruzamicroregioninserbiantourismindustry
AT risticlela brandingstrategyandpositioningofgruzamicroregioninserbiantourismindustry
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