FAKTORI BRENDIRANJA TURISTIČKE DESTINACIJE NA PRIMJERU OPĆINE TRAVNIK
FACTORS OF TOURIST DESTINATION BRANDING ON THE EXAMPLE OF TRAVNIK MUNICIPALITY

Summary/Abstract: In the context of modern theoretical understanding, a tourist destination means an integrated space that builds its tourist identity on the concept of cumulative attractions. In a broader sense, the tourist identity of a destination consists of all the values of its aspects that are or may be attractive to target markets and as such valorized in the function of tourism.The peculiarities of the area with the most significant attractions are the key factors and the backbone in the formation of a unique tourist identity of the destination as a complex tourist product, and give guidelines in the development of the brand of the tourist destination.The paper investigates branding factors as a basis for directing the creation of a unique tourist identity, i.e. the development of the tourist brand of the municipality of Travnik as a complex tourist destination. Based on empirical research and comparison of the views of three target groups: locals, tourism workers and tourists visiting this destination, key branding factors for this municipality have been identified, which should be the starting point for developing a branding strategy in the future.

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