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Neven Šerić, Ph. D., Assistant Professor,University of Split, Faculty of EconomyMatice hrvatske 31, 21 000 Split, Phone: 021 430 659 Fax: 021 430 601 [email protected] Pepur, PhD, Senior AssistantUniversity of Split, Faculty of EconomyMatice hrvatske 31, 21 000 Split, Phone: 021 430 757 Fax: 021 430 601 [email protected] Kalinić, StudentUniversity of Split, Faculty of EconomyMatice hrvatske 31, 21 000 Split, Phone: 021 430 600 Fax: 021 430 601 [email protected]
IMAGE MANAGEMENT IN THE FUNCTION OF TARGET BRAND POSITIONING TOURISM DESTINATION
ABSTRACT
The image of tourist destinations explores for more than 30 years. Despite the research there are few approaches that can provide tactical guidelines for managing image as a function of the targeted brand positioning of tourist destinations. Destination image is characterized by complexity, multiple layers, relativity and dynamics. These are arguments that assume the management of image that would be efficient in the context of destination branding. Incompatibility approach to this problem has repercussions for the brand positioning of tourist destinations in the global market. Properly positioning the brand tourist destination in the global market assumes compliance reviews of impressions about the image. Different impressions of perception of destination image are not the way to create a competitive and recognizable brand of tourist destinations. A prerequisite for the systematic management of destination image is the relevant market of tourist promotion of reusable resources. Destination image is a reflection of personality and identity of the destination. In this sense, the image is assumed in the context of destination branding application of the methodology as well as any other product. Since the destination image is formed on the basis of distinctive destinations and ways to promote that identity at all levels of the public, efficient image management is assumed and the effectiveness of identity management routes. The image corresponds to the question: What is the destination? Namely: What is like destination. Identity explains the dilemma: How do local people perceive the destination? Identity explains the dilemma: How do local people perceive the destination? Thus, the observed image of the destination is a consequence, identity is evaluated based on the destination value and fact. Destination image is a broader term than the views of the destination. The image is a more personal perception of the destination. If the destination image does not systematically manage impressions perception of guests can vary. In order to be reduced to an acceptable level, the idea of a destination brand, it is important to systematically managing destination image. This is one of the most important marketing platforms in the context of destination branding. Strategic management of the tourist destination image research and evaluation assumes the identity of the destination. Activities undertaken in this context also include an appropriate combination of promotional communication with target market segments. In this sense, the activities of the strategic management of tourism destination image oriented
positioning of the relevant competitive advantages routes may be in order to support an existing image, or to create a new (enhanced) image. The basic premise of strategic management of tourism destination image of the measurability of activities undertaken is in the context of the actual impression of the destination. The research that preceded this study was aimed to present a possible model of efficient management of destination image as a function of the desired brand positioning of tourist destinations.
Key words: Image, Destination, Tourism, Brand, Management
1. INTRODUCTORY NOTES
Management of destination image is a way of creating distinguished tourist brand (Butler, 2002, 94). This is researcher's challenge especially in the countries in which tourism is a strategic economic sector, like in Croatia (Cetinski, Perić, Smolčić Jurdana, 2006, 108). Certain researches were done on the global level, but on the Croatian level similar researches are still rare. Guided by that aim, as a part of implementation of branding municipallity Gradac project, which is currently being done by authors, certain cognitions came to be scientifically relevant for designing specific model of image destination management for wider usage. In approach there are tactics guidelines of image management offered in the function of target brand positioning. A research showed that base guidelines on which model of image destination management should be developed are the complexity of the components, multilayer destination brand, environmental relativity and dynamics. Implementation of these guidelines in image destination management results in the purposefulness of creating tourist brand model. Non-systematical approach has negative repercussion on the image and destination brand positioning. Appropriate positioning of the tourist destination brand assumes balance between guests impressions about image. Differences between guest impressions are not acceptable (Vodeb, 2006, 205). Because of that fact, it's important to establish systematic model for image destination management. Prerequisite for this is a relevant promotion of the tourist resources of the destination. Destination image is a reflection of personallity and identity of the destination. Destination image management in the function of creating an effective brand of destination is based on the metodology of product management. Destination image is created on recognizable destination identity, and through promotion of that identity. Image answers the questions:
What is destination? What is the destination like?
Identity makes clear a dillema how local population perceives destination. In that sense it's advisable to do a research and gather relevant information in that context. Destination identity depends on the tourist resources and the value of the destination. Destination image is a wider term than the attitudes about the destination. Image is a more personal perception of destination. If the destination image is not managed systematically guests' impressions will vary. In order to reduce that variation on the acceptable level, the systematic management of the destination image is important. It is one of the basic marketing platform in destination branding. The strategic management of the tourist destination image presupposes the research and evaluation of the identity of the destination. Actions which are taken in that context imply an adjusted promotional mix in connection with targeted emissive tourist markets. Activities of strategic destination image management aimed at positioning competitive advantages of a destination can be directed towards supporting current image, but also towards creation of new (advanced) image. The main assumption of the strategic image management of the tourist destination is ponderability of the facts that create an impression
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about the destination. The aim of the research presented in this paper was to offer a model of the destination image management in function of the desired positioning of tourist destination brand Gradac.
2. THEORETICAL STARTING POINTS
In the literature the term image is defined as a picture, an emotion or an association in the conciousness about seeing, or mentioning, distinctive subject (person, institution, corporation or country). That is a public conception about a particular subject. Image is a cluster of beliefs, ideas and impressions about something (Aaker, 1991, 38). The image of a tourist destination implies many associations, data and information about it. It is a compilation of processing a wide range of the destination data. An image is characterized by a complexity, multilayerness, relativity and dynamics. Branding of tourist destination presumes an existing image. The basic requirements for the creating of a recognizable image are the relevant information about the tourist resources of the destination. The image of the destination is a reflection of the personality of the destination, that is, the identity on the various levels of the community. As the image of the destination is formed on a basis of the recognizable identity of the destination and the way of communication with it, for the effective image management it is important to understand the term of the identity of the destination (Timothy, 2000). The image needs to offer the answers about what a destination is like and what it is. The identity offers explanations on the topic how local inhabitants perceive a destination. Thus seen, the destination image is a consequence, whereas the identity is valued based on the values and facts of the destination. Destination image is a wider term than the attitude about the destination. Attitude that the island of Hvar is a destination of sun is only an element of wider Hvar image; if we also join in landscape elements, pleasant climate throughout the entire year, attractive natural beaches, we get a line of attitudes about the destination. That sum presents a complete image of Hvar destination. Therefore, image is an attitude system about the tourist destination. On the other side, image which destination achieved through guest perception, does not necessarily define their attitude about the destination. Various people see the island of Hvar as an island with the pleasant climate, but also have a different attitude towards that image, because their attitudes about pleasant climate definition are different.(for some is higher temperature and air humidity for someone lower air temperature and humidity...). Because of that it is important, in the context of creating image of tourist destination, to understand connections between image and stereotypes. Stereotype of a destination is a widely accepted, extremely simplified image, which implements positive (or negative) attitudes about the destination. It should also be considered that it is in the human nature to add unverified information which can create false impressions. That is a consequence of aspiration in the perception that the image of destination is adapted to mental conception. In that process, the primary focus is on the data that are consistent with expectations, while data that do not comply with the image destination are rejected. There is a confirmation bias which represents a risk which should be counted, but also an effective marketing tool (Kotler, Keller, 2008, 289). In the perception of the customer, the effort required to change the existing knowledge about the destination is avoided (Avraham, Ketter, 2009, 91). In contrast, the image is more personal perception of the destination, which varies from individual to individual. A particular destination can be experienced as a destination for tourists of the third age, or as a destination for the young people. Some routes can be perceived as the places forgotten in time, and some as third millennium destinations. In developing strategy for brand management of tourist destination, image is the most important platform in the context of guests’ decisions whilst choosing. Strategic management of destination image is therefore
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recommended (Aaker, 2001, 74-75). In that case study, a research was conducted for the purpose of branding destination Gradac which is given below.
3. THE RESEARCH: EXISTING IDENTITY OF DESTINATION GRADAC
The research of the existing identity of the destination Gradac in order to create tourist brands and undertaking relevant marketing activities aimed at adjusting the brand identity predicts multiple researches. The findings of the existing knowledge-orientated destination image will be presented here, and to propose guidelines for tactical identity management for creating a recognizable tourist destination brand. The survey was conducted on a representative sample of the relevant economic sector of the tourist destination Gradac. The collected data were processed by the prescribed methods of quantitative analysis SPSS.
3.1. Average age of examinee
StatisticsVAR00038
N Valid 37
Missing 1Mean 44,8378
3.2. Education level of examinee
Razina obrazovanja
0%
54%
14%
27%
5%
Osnovna školaSrednja školaViša školaVisoka školaPoslijediplomski studij
Education level: elementary school; high school; college 2years; university; Postgraduate.
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3.3 Terms which by respondents adequately represent destination Gradac
Pojmovi koji primjereno predstavljaju turističku općinu Gradac
05
1015202530
Tradicionalnagastroponuda
Arheološkabaština
Narodniobičaji
Klapskapjesma
Dalmatinskistil života
Turističkaorijentacija
Ekološkaočuvanost
Čisto more saraznovrsnompodmorksom
florom ifaunom
Atraktivniobalni reljef
Nautičkoodredište
Općina ribara Općinatežaka
Pojmovi
Ukup
ne o
cjen
e
From left to right: Traditional cuisine, arheological legacy, folk customs, traditional music(klapa), dalmatian lifestyle, tourist orientation, ecological preservance, clean sea with various maritime flora and fauna, attractive coast relief, nautic destination, fishermen municipality, agricultural municipality
3.4 Association destinations Gradac on the type of personOpćina Gradac asocira na osobu
0
2
4
6
8
10
12
14
16
Karakteristike
Ukup
na o
cjen
a
From left to right : Male, female, young person, middle-aged person, older person, traditional person, modern person, active person, passive person, self abnigated person, open person
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3.5 Resources in perception relevant for destination Gradac
Statistics
VAR00001 VAR00002 VAR00003 VAR00004 VAR00005 VAR00006VAR00007
N Valid 38 38 38 38 38 38 38
Missing 0 0 0 0 0 0 0
Mean 1,8421 2,8158 3,0000 2,7105 3,0526 2,5526 2,6053
Mode 1,00 ,00 2,00 ,00 ,00 ,00a 2,00
Std. Deviation 1,89632 3,15248 2,13085 1,94391 2,49266 2,12701 1,82386
Simboli koji turistički predstavljaju općinu Gradac
0
0,5
1
1,5
2
2,5
3
3,5
Lijepe plaže Vinarstvo Tradicionalan životDalmacije
Ribarstvo Arheološki resursi Povijesni resursi Vidikovci
Simboli
Sred
nje
vrije
dnos
ti
From left to right : Beautiful beaches, viniculture, traditional lifestyle of Dalmatia, fisheries, arheological resources, historical resources, lookouts
3.6 The colors that symbolize the perception of the destination Gradac
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Statistics
VAR00001 VAR00002 VAR00003 VAR00004
N Valid 38 38 38 38
Missing 0 0 0 0
Mean 1,6053 2,5526 2,2368 2,2895
Mode 1,00 2,00 4,00 2,00
Std. Deviation 1,28483 1,40842 1,60125 1,59234
0
0,5
1
1,5
2
2,5
3
Srednje vrijednosti
Plava Zelena Crvena BijelaBoje
Boje kao simboli općine Gradac
3.7 Perception of the additional tourist activity of destination GradacVanpansionske usluge i proizvodi u destinaciji
0123456
Poj
ećuj
emvi
diko
vce
Pos
jeću
jem
loka
cije
svr
ijedn
impo
vije
snim
Pje
šači
m
Odl
azim
urib
olov
Odl
azim
na
teže
dost
upne
izol
irane
Pos
jeću
jem
loka
lne
rest
oran
e
Aktivnosti
Sred
nje
vrije
dnos
ti oc
jene
From left to right : I visit lookouts, I visit location of historical value, I walk, I go fishing, I visit hard-accessible isolated locations, I visit local restaurants
3.8 Perceptual quality assessment of individual elements of destination Gradac
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Ocjena kvalitete pojedinih elemenata općine Gradac kao turističke destinacije
00,5
11,5
22,5
33,5
44,5
5Č
isto
ćaok
oliš
a
Vrij
edno
st z
ano
vac
Infr
astru
ktur
a
Kva
litet
aga
stro
nom
ske
ponu
de u
ugos
titel
jski
mob
jekt
ima
Sm
ješt
ajne
jedi
nice
Kva
litet
aus
luge
utu
ristič
kim
obje
ktim
a
Oso
bna
sigu
rnos
t ude
stin
aciji
Cije
natu
ristič
kih
uslu
ga
Elementi
Sred
nje
vrije
dnos
ti oc
ijena
From left to right :Clean environment, value for money, infrastructure, quality of gastronomy supply in gastronomy objects, accommodation units ,quality of service in tourist object, personal security at destination, price of tourist services.quality assessment of individual elements of the Gradac as a tourist destination
4. THE RECOMMENDED MODEL OF STRATEGIC MANAGEMENT THROUGH THE IMAGE OF THE TOURIST DESTINATION GRADAC
Even if the approach can be treated as a mode, it is a creative process of the investigation and evaluation of the existing image of the destination. The undertaken activities imply the aimed operation by communication with the chosen market segments. It is primarily directed towards the quest components whose have a positive perception of the tourist destination. The aiming at the chosen demographic components is also an effective approach because the experiences have shown that the perceptions of the stay in destination are similar (Belec, 1996). In this sense, the activities of the strategic management of the image of the tourist destination directed at the positioning of the competitive advantages of the destination are the effective way towards the creation of the recognizable tourist brand (Timothy, 2000). The basic starting point of the strategic management of the image of the tourist destination is the possibility of the monitoring and impact on the image perceived by the various aimed groups of demand. As long as the tourist income of the destination is satisfying, the image does not need to be changed, but it is to be adapted to the perceptions which can be changed in time (Smith, Taylor, 2004, 246). The image of the tourist destination can remain unchanged during a longer time period, as long as it is representative according to the quality standards of tourist demand. Tactical instruments adequately applied in the management of the image of the tourist destination can result in the fast change of image when it is necessary. The contemporary approach is based on e-marketing (Chaffey, Mayer, Johnston, Ellis Chadwick, 2003, 142), and the use of the system of social networks. Meanwhile, the consequences of the word of mouth, as well as the relevant events and news regarding the destination must not be neglected (Schaefer, 2009, 54). The challenge of the strategic management of the image of the tourist destination is the cognition of dynamics and basic factors of the impact on these changes. Strategic marketing of the image of the destination presupposes the action into two phases: the selection of the aimed tourist segments and the establishing of the perception of the aimed segments about the resources of the destination. As the aimed segments, it is advisable to choose guests whose perception of the destination is coordinated with the
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strategic plan of the tourist development of the destination (Shrimp, 1999, 165). All segments of interest connected with the tourist destination needed to be taken into consideration. Since they might not have the identical perception of the image, it is important to bring about the consensus of the perception of the image of the destination through the strategic management of the image of the destination. These are the examples of such segments with the different perception of the destination (Kotler, Haider, Rein, 1993, 143).
1) The visitors during the high tourist season –the structure will be willing to pay premium prices of the partial tourist products of the destination. The aim is to create the image of the destination which offers the products and the services that, according to their quality and value, are proportionate to the prices.
2) The visitors out of season – the aim can be to increase the number of the guests out of season, so the way we aimed segments (ex. Retired people) perceive the image of the destination is important
3) The potential new residents- the aim can attract new residents. The criteria of desirable new residents are established (ex .tourist qualification, the knowledge of more languages ect.)
4) Investors - it is important to introduce and support arguments for the continuity of the positive future of the destination because this segment focuses on the longer period of the investment
5) Economical subjects- the aim can be to increase them because of the presupposed infrastructural projects of the tourist economy
6) Contractors- the aim can be the attraction of contractors and minor economical subjects from the wider region, so the image of the destination as a community with life and working condition is important.
The diversity of interests of these segments varies. Therefore the desirable image of the tourist destination varies, depending on the preference variation: seasonal, after-seasonal, personal tourism, summer or winter tourism, new marketing or catering services ect. This is the area treated by the activities of the strategic management of the image of the tourist destination. When the actual image of the destination is evaluated, it is analyzed: in the context of the strategy of the tourist’s development and the activities of the adaptation and advancement are undertaken. The effective image of the tourist destination is necessarily based on the following criteria (Kotler, Haider, Rein, 1993, 149):
1) Validity – it is not suitable to promote the image which is not coordinated with reality (ex. If the municipality of Gradac used the slogan ‘’Our beach is more beautiful than Zlatni rat beach)
2) Probability- once the suggested image has been confirmed valid it does not mean that the population concerned will believe it (ex. If municipality of Gradac used the slogan ‘’we have more sunny days than the island of Hvar’’, even if that could be proved valid, guests are not ready to believe it. The meaningful slogan can be ‘’we have as many sunny day per years as the island of Hvar’’
3) Simplicity- in the context of the destination, the establishment of several different images is to be avoided; it results in the confusion of the potential guests attitudes, often even in discredit.
4) Attractiveness- the image needs to suggest reasons to visit, live, invest and similar activities in the very destination. The perfect example is the slogan I <3 NY which suggests plenty of reasons to love NY
5) Differentiation- the image is as much effective as it is different from the standard, usual images and themes used as slogans by the destinations of the similar
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characteristics. Therefore, it is advisable to avoid settled, common phrases, and show innovation and creativity.
According to the established information, in the management of the municipality of Gradac connections with the active tourist stay are advisable. In that sense the strategic management of the image of the destination presupposes the guidelines for the regional planning because of the expansion of sport and recreation contents (Peter, Donnelly, 2004, 276). The connection with the local gastronomy (In 2007 Mediterranean cuisine was proclaimed the healthiest in the world), is also an effective platform for the creation of the new tourist image of the tourist destination.
4.1. Image management by marketing messages –logo, slogan and visual symbols
The materialization of the image is the next stage in the process of a tourist destination branding. This implies a coordination of several important components of a future destination brand. The most important elements are the logo, slogan and visual symbols of a destination. They include relevant information about the destination resources that are usable for tourist purpose. Secondary importance includes the original design because its quality and compliance contribute to the quality of the destination branding. Inappropriateness of the approach may result in the failure of the entire marketing campaign (Avraham, Ketter, 2008, 56). It is risky when official representatives of the destination invite tenders for design solutions, logo or slogan regardless of the strategic destination brand project. These solutions must not be the artistic creations, but rather an expression of a scenario approach to the management of the destination brand project. Solving this problem should be approached only when the guidelines of the strategic platform of the destination branding. The error is when the same is contracted with professionals who do not have the knowledge about the tourist exploitable destination resources. The development scenario of the tourist destination image is best conducted on the basis of the relevant knowledge about the attitudes of the local population and available tourist destination resources. Guidelines for designers should be designed on this platform, for they will provide visual symbol solutions. In the process of branding, according to the set scenario, which also assumes a marketing transformation, it is necessary to modify existing symbols – the logo, in a way that new solutions are appropriately adjusted to the new, targeted, destination image. This assumption is even more important nowadays, when narrow market segments are targeted (ex. the third age tourists with preschool-aged grandchildren). An example at the global level is the U.S. branding of the city of Seattle, whose most important comparative advantages are high-tech industry in an intact landscape. The graphic design of a new logo has the letters SEA into an open eye and record AT is replaced by the @ sign. That logo in an original way highlighted the two most important competitive advantages of the city (Avrham, Ketter, 2008, 56). In the tourist practice, similarities are encountered, because they use similar motifs (flowers, trees, stars, buildings, etc) (Avraham, Ketter, 2008, 51). It is the result of the benchmarking approach. Such an approach might weaken the impression and result in the different perceptions of the destination from those desirable. Coastal destinations in Croatia are frequently characterized by motifs of boats, waves, sun, triangles, arches and circles. Such arrangements are struggling to promote a differentiated image of the destination. To use marketing potential of the logo more effectively, primarily, it has to be unique (original, in the context of tourism), connected to the desired destination image, and clearly expresses the comparative advantages of the destination. For destination branding slogan is an effective marketing weapon. Through slogan, the destination is promoted through special channels and in the specific ways and targeted messages are placed. The slogan should express the essence of a tourist destination,
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compiling the core of the branding project in a simple phrase (Avraham, Ketter, 2008, 57). The exact global examples indicate that the fact how it sounds in English is of primary importance for slogan. For example, the slogan South Africa –It’s (Im)possible expresses the broad capabilities that are offered to tourists, after the collapse of apartheid and the development of the tourist supply. A good example is the slogan of the encouragement of the tendency towards a specific destination – I <3 New York, which suggests the use of pictorial symbols. Appropriate slogan can be used for several years, for various marketing campaigns. It is important that it projects a vision of a tourist destination, its spirit, and encourages the enthusiasm as well as the affirmative affective reactions. The slogan formulation depends on the target group and the goals of marketing campaigns, but it should necessarily be adopted to its environment (Kotler, Haider, Rein, 1993, 151). If selected slogan wrongly promises golden beaches, turquoise blue, or a unique experience, and it does not correspond to the final perception of the guests, the result is disappointment reviews and negative word of mouth effect. This is the way to a negative image of a tourist destination. In the slogan creating, benchmarking should be used to detect the most common solutions (which should be avoided), and to gain an insight into various approaches to topical solutions. In the branding of destinations, marketing campaigns include visual symbolism (in the addition to the logo and slogan). For these purposes, monuments, unusual buildings, themed sculptures, towers, bridges, forts, ect. are used in practice… in order to become the identifying elements of a destination and components of the image, and ultimately part of brand. Benchmarking is a useful marketing tool for this purpose as well, underlining the fact that it is used with strategy of imitation. Guidelines for the elaboration of visual symbols of a destination should be given by branding projects managers, taking into consideration all the suggestions of local representatives, making it important to conduct a survey among residents of a destination within the context of symbols through which they experience the destination. The best known examples of global visual symbols are the Eiffel Tower in Paris, Big Ben in London, the Golden Gate Bridge in San Francisco, Red Square in Moscow, the Great Wall of China in China, ect. It is important to note that the lack of globally well-known building does not mean that you cannot create distinctive visual symbol of the tourist destination. In the visual solutions all objects are of a similar size (that can be effectively displayed on brochures, badges, caps, ect). The importance of visual symbols of a tourist destination is their ability and suitability to carry visual messages quickly and efficiently. Such examples are the Sydney Opera House building, which reminds tourists of Australia. Due to these globally successful visual symbols, the creation of the new ones, for tourist destinations is complex and complicated. Even some very detailed solutions are to be rejected ultimately (the Israeli case involving the promotion of Jerusalem –a visual symbol of the Muslim Dome of the Rock –an inappropriate choice, given the image of Jerusalem- the Jewish city. In the end Tower of David was selected) (Avraham, Ketter, 2008, 57) To make a visual symbol successful, the fundamental components of destination image should be visually argued. If there are no strong links with the slogan, inappropriate visual symbol of a destination in the perception of the targeted clientele can decrease the effects of a good slogan, and will not fulfill even its basic function. (associations in the perception of the destination memory).
4.2. Management of destination image - advertising, direct marketing, sales promotion and public relations
In the context of the management of the created destination image platform, different tactics are practiced. It is important that the basic message expresses what is set as a goal, and thus be perceived by the targeted public. The selection of the specific tactics or a combination of
11
several of them depends on the goals set forward, and the impression that seeks to achieve. Certainly, it is necessary to follow the ways and practices of the competition, to adjust budget performance for the same purpose, so activities could be carried out in sequence, rather than intermittently. Nowadays, in business practice, advertising, direct marketing, sales promotion and public relations are the most common phenomena. In modern practice of destination management advertising is the most common. Advertising is the most popular tool for destination marketing. According to research, WTO governments annually spend $ 530 million on advertising tourist destinations (Morgan, Pritchard, 2001, 192). Advertising is based on the purchase of media space and using the distribution of messages to targeted segment. Despite high costs which assume the media space rental, advertising allows marketing campaigns and projects managers, an efficient control of distributed messages and reactions of targeted segments. Disadvantages are the tendencies of potential customers not to trust advertisements and doubt their credibility, because every day a person is exposed to thousands of advertising messages, which ultimately makes their effectiveness seem questionable. This deficiency can be rectified by publicity. Efficient management of publicity involves expert approach and quality communication with the media, so the information would be shown as interesting and attractive. In addition to standardized advertisements there are frequent thematic, special additions, either in written or multimedia form. This advertising model may be more complete and more attractive way to present the destination through all its potentially interesting content for a tourist. When the targeted population comes from the segment of investors, that are a necessity for larger projects of tourism infrastructure at tourist destination, exact examples are the Economist magazine, or the London Times. In these media, many countries lease special additions to a publish through which they tend to attract potential investors and entrepreneurs using advertised contents and specific offers. Advertising sponsor still has complete control over the message that goes out in terms of its content, size, layout, location and time of occurrence and frequency of occurrence (Križman, Pavlović, 2008, 164). The method of direct marketing involves directly addressing members of the target segment through traditional and electronic mail, personal meetings and communication via phone, skype and others. Brochures, maps, photographs, pamphlets and other promotional materials are sent to target groups in order to raise their interest for more information, a visit or invest in projects in the area of destination. By direct mail, representatives of destination directly address the potential investor, tourists or residents in order to draw attention to the destination offer without using intermediaries. The disadvantage of this tactic is the investment of substantial human and material resources on individual targets, which can ultimately turn out as an unacceptably high cost, if it is realized on a larger market group. The advantage is that it provides an opportunity for personalization and customization of the specific requirements of investors and tourists, and impact on each individual is exactly measurable. With brochures, maps, photographs and pamphlets, many destinations, in order to improve the image, provide some practical commemorative souvenirs (flags, key rings, DVDs, greeting cards, magnetic photos, stickers, postcards, calendars, event schedules, etc.
5. CONCLUSION
Tourism today is globally one of the most propulsive economic sectors, which contributes 10% of the total global gross domestic product and annual revenue of $ 800 billion, and employs 200 million people. Since the mid-twentieth century to the present, the number of tourist visits at the global level has increased from 25 to 935 million, and growth trend continues. It is evident that the global trend are being followed by local trends of the all
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tourist destinations that have build brand (UNWTO http://unwto.org, 2011).. Branding tourist destination is a direct investment in the growth of tourist traffic and tourist revenue routes. In this context, positioning of the destinations brand in the global tourism market is becoming of strategic imperative.Achievement of additional economic benefits to a specific tourist destination that brands is based on a strategic approach designed to create tourist brands. Tourism brand is effectively created on the current image of the destination. Image management of the destination should also be considered at the strategic level. Destination branding assumes causal approach that will ultimately ensure the continued growth of tourist visit to the site and region. The creation of a recognizable brand of a tourist destination contributes to the growth of tourist traffic, and the extension of the tourist season. Growing competition of the many unbranded tourist destinations in Croatia consequently resulted in the additional loss of their partial specificities in the segment of marketing communications with the global tourism market. Certain research that were conducted in a similar context in other countries and regions pointed at the competitive potential of branded destinations. Some of these researches were conducted in a transboundary context. Branding destination in border areas has contributed to the transformation of the transit area in a typical touristic area. Links of those studies were usable in the particular research which was presented in this paper. Without a recognizable brand,touristic municipality of Gradac can only retain an excess of touristic demand of the Makarska and Dubrovnik rivieras. Effective management of image of the destination aimed at more efficient branding of the touristic municipality Gradac, that nowdays transit tourist area can be transformed in the year-round tourism destination. Such an approach contributes possibilities of the faster positioning of all destinations in the national tourist supply. In the modest practice of tourist destination branding in Croatia, different approaches are encountered. This paper presents a specific approach based on feedback coupled destinations identity-destination image- destinations brand. Creating a clear image of tourist destination makes less expensive and less complex tourist promotion, and that is an additional reason why these marketing investments are recommended. Branded destination with a recognizable image encourages selection of tourist clientele, especially during the high tourist season, which is a potential for achieving higher prices of tourism services and products. Guests of branded destination select it due to its peculiarities, perception and experience, not primarily because of the basic tourist services. Tourism brand identity represents also a basis for the strategic tourist development of the destination. A successful tourist brand includes the recognizable identity. The essence of a tourist brand creation consists in the determining of the brand identity. The peculiarities of the destination which are promoted by the brand are the components of the identity of the destination. They represent an additional perceived value of each partial product and service for guests, which is a prerequisite to higher prices and profit growth.
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