BRENDIRANJE TURISTIČKE DESTINACIJE
TOURIST DESTINATION BRANDING

Summary/Abstract: The paper shows how the branding, as a process that identifies destinations and allows tourists to make a good choice between different alternatives, fits into the contemporary marketing concept. Movement of people and their urge to travel are biological needs which offer relaxation to tourists and result in greater cultural knowledge. Tourism is also reflected as social politics, through the benefits for employees. Tourism is of importance and branding makes it more expressed, because it is the brand through which numerous marketing activities are coordinated, in order to build value and meet the expectations of tourists. Branding in tourism is a dynamic category that is in constant evolution, which requires better brand management and strengthening and revitalization of the brand.

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