Croatian national tourism organization - reality of marketing and branding of tourist destinations
Croatian national tourism organization - reality of marketing and branding of tourist destinations

Summary/Abstract: The establishment of national tourism organizations on the Croatian territory, before one and a half century,emerged on the enthusiasm of local visionaries, who at the very beginning recognized the occurrence andimportance of tourism. These enthusiasts have realized the necessity for establishment of an organization thatwould define new forms of behaviour of local people, government and economy toward foreign tourists who visitthe area.Development and the role of Croatian national tourism organization depended on the socio-political andeconomic circumstances that were present in these areas. The establishment of the Republic of Croatia andthe adoption of national tourism organization “Croatian Tourist Board“ law, define the role of the national tourismorganization in the concept of marketing and branding of tourist destination.The paper starts from the fact that the role of national tourism organizations is oversized in the promotion andlimited in marketing and branding of the tourist destination.It is confirmed with the research of the attitudes of tourist boards members and representatives of the realsector and the tourism hospitality mediation at the tourist destination.Research, conclusions and proposals for solutions that are defined in the paper, put in a realistic framework, roleand possibilities of national tourism organizations in the design of marketing and branding of tourist destination.

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