Challenges in tourist destination branding in Serbia: The case of Prolom Banja

Abstract

Competition among tourist destinations is becoming more prevalent as many destinations offer the same or similar attractions, which is why destination branding is becoming one of the primary goals of destination management and marketing. A brand has also become an important factor because it gives added value and commits to providing potential tourists with experience of something special in a specific destination. Therefore, it is important to create a perception of distinctiveness of a destination in the minds of tourists. Branding allows a tourist destination to achieve numerous economic effects, primarily reflected in the increase in the number of tourists, development of business, as well as in attracting new investments. Previous research conducted in our country has not sufficiently addressed tourist destination branding, which directed this research paper toward the challenges of branding tourist destinations in Serbia, with special reference to Prolom Banja - one of the destinations specializing in health tourism. This research aims to determine tourist perception of Prolom Banja, as well as to identify key elements that can influence the branding of Prolom Banja as a destination specializing in health tourism. The study was conducted in February 2019 using the survey method - questionnaire technique. The study sample consisted of 195 respondents. Using optimal statistical methods, the collected data were analyzed and the results of the research were presented. The findings show that tourists have a positive perception of Prolom Banja, while the healing Prolom water, employees, undisturbed natural beauty, wellness, and treatment center offer have been identified as significant elements that can influence the branding of Prolom Banja. Implications, research limitations and suggestions for future research were also presented.

Authenticity of gastronomic events as a function of branding a destination

“…High attendance at a tourist destination and creating a brand at destination, through the development of event tourism, contribute to strengthening the competitive position of the destination, enable easier overcoming of geographical distance, attracting new and retaining existing tourists and visitors to the destination, while achieving favourable economic effects (Mandariš & Stamenkoviš, 2017). The need for destination branding nowadays is becoming more pronounced as many destinations may have high quality content and services but are not necessarily recognizable on the market (Periš & Mandariš, 2020). Vojvodina has a large number of gastronomic events held regularly, every year at the same time.…”

“…In this respect, destinations may be similar and then the brand becomes an important factor as it gives added value and a promise to potential tourists that they will experience something special there, something worth a visit. Therefore it is important to create a perception in the minds of tourists about the uniqueness of the destination (Periš & Mandariš, 2020). Branding of a destination, along with the strengthening of event tourism, can lead to significant economic results, the influx of new and retention of the existing tourists, as well as the diversification of the overall tourist offer of a country.…”

Effects of marketing indicators application on brand evaluation

“…Value, or brand evaluation, has become a common evaluation instrument for a company's performance in marketing (Wasserman, 2015) and "plays an important role today in terms of marketing, accounting, management, mergers and acquisitions" (Hasan et al, 2015, p. 161). The main segment of the brand's market value is brand loyalty (Perić & Mandarić, 2020). Brand loyalty is precious (Ramada, 2022).…”

Gastronomic events in the function of creating a brand of a tourist destination: The example of strudel festival in Dolovo

“…659-674), Belgrade and foreign tourists. The brand becomes a key factor because it gives an additional value and a promise to potential tourists or visitors that they will experience something special in the destination, which is worth a visit (Perić & Mandarić, 2020). So, branding of a gastronomic event affect the perception and creation of the image of the tourist destination and it means that the recognizability of a gastronomic event brings potential tourists to a particular destination.…”