Proposal of the Brand Strategy of the Island of Pag in Function of Tourism Development

Aleksandra Krajnović, Jurica Bosna and Tanja Basic
Additional contact information
Tanja Basic: University of Zadar, Croatia

from University of Primorska, Faculty of Management Koper

Abstract: By managing the tourism development on Croatian islands on a systematic approach means development of the island’s economy due to its multiplicative effect. In this paper authors deal with proposal of the brand strategy as a specific way of managing the tourism development on the example of the island of Pag. Research has been conducted by the method of interviewing the experts. We find out that brand of the island of Pag doesn’t exist due to the lack of unique master plan and existence of Destination Management Organization of the Island of Pag. Promising is the fact that in practice respondents have a mutual cooperation in promoting the unique island of Pag and are willing to create a brand of the island of Pag. On a conducted based primary research and relevant literature authors generated their own suggestion of a potential brand strategy of the island of Pag in function of tourism development as a guideline for its branding in practice.

Keywords: branding; destination management organization; master plan; island of Pag; tourist destination (search for similar items in EconPapers)
Date: 2015
References: View references in EconPapers View complete reference list from CitEc
Citations:

Downloads: (external link)
http://www.fm-kp.si/zalozba/ISBN/978-961-266-181-6/164.pdf full text (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:mgt:micp15:481-490

Access Statistics for this chapter

More chapters in MIC 2015: Managing Sustainable Growth; Proceedings of the Joint International Conference, Portorož, Slovenia, 28–30 May 2015 from University of Primorska, Faculty of Management Koper Contact information at EDIRC.
Bibliographic data for series maintained by Alen Jezovnik ().