IMPORTANCE OF INDIGENOUS RURAL PRODUCTS FOR BRANDING OF AGRO-TOURISM DESTINATION

Bozidar Jakovic (), Dejan Tubic () and Irena Bosnic ()
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Bozidar Jakovic: Virovitica College
Dejan Tubic: Virovitica College
Irena Bosnic: FVirovitica College

Economy of eastern Croatia yesterday, today, tommorow, 2014, vol. 3, 48-56

Abstract: Attractive tourist destination is one that, through the creation of unique and competitive identity, positions well in the domestic and international market as a preferred destination for tourism, trade and investment. That branding, as a marketing and management process gives a particular product, service or organization a unique identity and thus it provides a way to be clearly and positively identified, and as such different and more recognizable from the competition. Also, some indigenous rural products can significantly contribute to building of recognition and thus improve the competitive position of the individual tourist destinations from which they originate. Therefore, the purpose of this paper is to analyze the extent to which agrotourism economies are using local products to attract modern tourism consumers and for branding of a destination. In order to obtain relevant data, an empirical study will be carried out in Slavonia, Baranja and Srijem which will determine the importance and specificity of indigenous rural products of the region, as means of attracting tourist consumers in certain rural areas, as well as a significant tool for the creation of competitive advantage in the increasingly saturated tourism market. Furthermore, it shall be determined to what extent agrotourism economies present these products during their marketing activities. For the purposes of this paper a research type case study will be made (exploratory case study) which will include agrotourism economies from the rural area of Slavonia, Baranja and Srijem. Data will be collected by using the method of survey, semi-structured interviews, work on documents and the qualitative analysis of the data collected by use of description and comparative methods, methods of analysis, synthesis, specialization and generalization will be used as well. Obtained findings will enable the definition of the main guidelines for the improvement of marketing activities of Slavonia, Baranja and Srijem as an agrotourism destination with anemphasis on its branding, particularly by the use of its indigenous rural tourism products. Results of the research will also contribute to a more efficient way of branding agrotourism economies and whole region as a unique agrotourism destination.

Keywords: branding; agrotourism destination; indigenous rural tourism products; Slavonia; Baranja and Srijem (search for similar items in EconPapers)
Date: 2014
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