13
9 th INTERNATIONAL SCIENTIFIC SYMPOSIUM A scientific paper ,YDQ .HOLü 3K' $VVLVWDQW 3URIHVVRU University of Osijek, Faculty of Economics EPDLO DGGUHVV LYDQNHOLF#HIRVKU Davorin Turkalj, PhD, Associate professor University of Osijek, Faculty of Economics EPDLO DGGUHVV GDYRULQWXUNDOM#HIRVKU Antun %LORã 3K' Associate professor 8QLYHUVLW\ RI 2VLMHN )DFXOW\ RI (FRQRPLFV EPDLO DGGUHVV DQWXQELORV#HIRVKU DESTINATION BRANDING: MEASURING TOURIST PERCEPTION OF DESTINATION BILJE, EASTERN SLAVONIA ABSTRACT Creating and branding a tourist destination includes a visible external display of all tangible and intangible elements. In recent years, the goal of tourism content trends has been to transform Croatia into a tourist destination that offers more than a family vacation, and more than sun and sea. In such circumstances, the removal of a number of developmental constraints remains an essential factor in the success of tourism development according to the master plan and strategy of tourism development in the Republic of Croatia until 2020. As Slavonia faces challenges such as unemployment, lack of content and programs of active, cultural and ecotourism, poor visibility and promotion of the region - tourism can become the key for the development of Eastern Slavonia. This paper analyzes what factors are necessary for establishing a stronger tourist identity of tourist destination in Slavonia: Bilje. As an ecotourism destination, Bilje is increasing the number of tourist arrivals and overnight stays, but it has to enhance cross-sectoral and cross-border cooperation with that and, thus, improve the overall socio-economic situation in the region. The aim of this paper is to research the perception of the tourist offer of Bilje as a tourist destination, to examine the views and opinions of potential and actual visitors on the offer, and to examine the level of satisfaction with the tourist offer. Research goal is to find out to what extent are respondents familiar with the tourist offer of the municipality of Bilje and its visual identities with the aim of improving the tourist offer by creating different visitor profiles. The methodology used considers the basic principles of destination management that imply the development of new, innovative ecotourism contents, programs, products, and infrastructure visible through numerous tourist products. Key words: Bilje, tourism, perception, destination branding. 1. Introduction 7RXULVP KDV EHFRPH RQH RI WKH WUHQGV ZKLFK PLOOLRQV RI LQGLYLGXDOV DFFHVV HYHU\ GD\ 1DPHO\ WRXULVP DV DQ HFRQRPLF DFWLYLW\ GHILQHV WZR EDVLF W\SHV RI SDUWLFLSDQWV WRXULVWV ZKR DUH HQMR\LQJ WKH EHQHILWV RI WRXULVP DQG WKH WRXULVP ZRUNHUV ZKR XVH LW DV an economic activity IRU DFKLHYLQJ LQFRPH TKH JRDO RI EUDQGLQJ D WRXULVW GHVWLQDWLRQ LV WR HPSKDVL]H WKH LPSRUWDQFH

DESTINATION BRANDING: MEASURING TOURIST …destination, Bilje is increasing the number of tourist arrivals and overnight stays, but it has to enhance cross-sectoral and cross-border

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Page 1: DESTINATION BRANDING: MEASURING TOURIST …destination, Bilje is increasing the number of tourist arrivals and overnight stays, but it has to enhance cross-sectoral and cross-border

��� 9th INTERNATIONAL SCIENTIFIC SYMPOSIUM

A scientific paper ,YDQ�.HOLü��3K'��$VVLVWDQW�3URIHVVRU University of Osijek, Faculty of Economics E�PDLO�DGGUHVV� LYDQ�NHOLF#HIRV�KU Davorin Turkalj, PhD, Associate professor University of Osijek, Faculty of Economics E�PDLO�DGGUHVV� GDYRULQ�WXUNDOM#HIRV�KU Antun %LORã��3K'��Associate professor 8QLYHUVLW\�RI�2VLMHN��)DFXOW\�RI�(FRQRPLFV��� E�PDLO�DGGUHVV��DQWXQ�ELORV#HIRV�KU

DESTINATION BRANDING: MEASURING TOURIST PERCEPTION OF DESTINATION BILJE, EASTERN SLAVONIA

ABSTRACT

Creating and branding a tourist destination includes a visible external display of all tangible and intangible elements. In recent years, the goal of tourism content trends has been to transform Croatia into a tourist destination that offers more than a family vacation, and more than sun and sea. In such circumstances, the removal of a number of developmental constraints remains an essential factor in the success of tourism development according to the master plan and strategy of tourism development in the Republic of Croatia until 2020. As Slavonia faces challenges such as unemployment, lack of content and programs of active, cultural and ecotourism, poor visibility and promotion of the region - tourism can become the key for the development of Eastern Slavonia. This paper analyzes what factors are necessary for establishing a stronger tourist identity of tourist destination in Slavonia: Bilje. As an ecotourism destination, Bilje is increasing the number of tourist arrivals and overnight stays, but it has to enhance cross-sectoral and cross-border cooperation with that and, thus, improve the overall socio-economic situation in the region. The aim of this paper is to research the perception of the tourist offer of Bilje as a tourist destination, to examine the views and opinions of potential and actual visitors on the offer, and to examine the level of satisfaction with the tourist offer. Research goal is to find out to what extent are respondents familiar with the tourist offer of the municipality of Bilje and its visual identities with the aim of improving the tourist offer by creating different visitor profiles. The methodology used considers the basic principles of destination management that imply the development of new, innovative ecotourism contents, programs, products, and infrastructure visible through numerous tourist products. Key words: Bilje, tourism, perception, destination branding.

1. Introduction 7RXULVP�KDV�EHFRPH�RQH�RI�WKH�WUHQGV�ZKLFK�PLOOLRQV�RI�LQGLYLGXDOV�DFFHVV�HYHU\�GD\��1DPHO\��WRXULVP� DV� DQ� HFRQRPLF� DFWLYLW\� GHILQHV� WZR�EDVLF� W\SHV� RI� SDUWLFLSDQWV�� WRXULVWV� – ZKR� DUH�HQMR\LQJ�WKH�EHQHILWV�RI�WRXULVP��DQG�WKH�WRXULVP�ZRUNHUV�ZKR�XVH�LW�DV an economic activity IRU�DFKLHYLQJ�LQFRPH��TKH�JRDO�RI�EUDQGLQJ�D�WRXULVW�GHVWLQDWLRQ�LV�WR�HPSKDVL]H�WKH�LPSRUWDQFH�

Page 2: DESTINATION BRANDING: MEASURING TOURIST …destination, Bilje is increasing the number of tourist arrivals and overnight stays, but it has to enhance cross-sectoral and cross-border

���REGION, ENTREPRENEURSHIP, DEVELOPMENT

A scientific paper ,YDQ�.HOLü��3K'��$VVLVWDQW�3URIHVVRU University of Osijek, Faculty of Economics E�PDLO�DGGUHVV� LYDQ�NHOLF#HIRV�KU Davorin Turkalj, PhD, Associate professor University of Osijek, Faculty of Economics E�PDLO�DGGUHVV� GDYRULQ�WXUNDOM#HIRV�KU Antun %LORã��3K'��Associate professor 8QLYHUVLW\�RI�2VLMHN��)DFXOW\�RI�(FRQRPLFV��� E�PDLO�DGGUHVV��DQWXQ�ELORV#HIRV�KU

DESTINATION BRANDING: MEASURING TOURIST PERCEPTION OF DESTINATION BILJE, EASTERN SLAVONIA

ABSTRACT

Creating and branding a tourist destination includes a visible external display of all tangible and intangible elements. In recent years, the goal of tourism content trends has been to transform Croatia into a tourist destination that offers more than a family vacation, and more than sun and sea. In such circumstances, the removal of a number of developmental constraints remains an essential factor in the success of tourism development according to the master plan and strategy of tourism development in the Republic of Croatia until 2020. As Slavonia faces challenges such as unemployment, lack of content and programs of active, cultural and ecotourism, poor visibility and promotion of the region - tourism can become the key for the development of Eastern Slavonia. This paper analyzes what factors are necessary for establishing a stronger tourist identity of tourist destination in Slavonia: Bilje. As an ecotourism destination, Bilje is increasing the number of tourist arrivals and overnight stays, but it has to enhance cross-sectoral and cross-border cooperation with that and, thus, improve the overall socio-economic situation in the region. The aim of this paper is to research the perception of the tourist offer of Bilje as a tourist destination, to examine the views and opinions of potential and actual visitors on the offer, and to examine the level of satisfaction with the tourist offer. Research goal is to find out to what extent are respondents familiar with the tourist offer of the municipality of Bilje and its visual identities with the aim of improving the tourist offer by creating different visitor profiles. The methodology used considers the basic principles of destination management that imply the development of new, innovative ecotourism contents, programs, products, and infrastructure visible through numerous tourist products. Key words: Bilje, tourism, perception, destination branding.

1. Introduction 7RXULVP�KDV�EHFRPH�RQH�RI�WKH�WUHQGV�ZKLFK�PLOOLRQV�RI�LQGLYLGXDOV�DFFHVV�HYHU\�GD\��1DPHO\��WRXULVP� DV� DQ� HFRQRPLF� DFWLYLW\� GHILQHV� WZR�EDVLF� W\SHV� RI� SDUWLFLSDQWV�� WRXULVWV� – ZKR� DUH�HQMR\LQJ�WKH�EHQHILWV�RI�WRXULVP��DQG�WKH�WRXULVP�ZRUNHUV�ZKR�XVH�LW�DV an economic activity IRU�DFKLHYLQJ�LQFRPH��TKH�JRDO�RI�EUDQGLQJ�D�WRXULVW�GHVWLQDWLRQ�LV�WR�HPSKDVL]H�WKH�LPSRUWDQFH�

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Page 9: DESTINATION BRANDING: MEASURING TOURIST …destination, Bilje is increasing the number of tourist arrivals and overnight stays, but it has to enhance cross-sectoral and cross-border

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Page 11: DESTINATION BRANDING: MEASURING TOURIST …destination, Bilje is increasing the number of tourist arrivals and overnight stays, but it has to enhance cross-sectoral and cross-border

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x Communication values – FRPPXQLFDWLRQ�DFWLYLWLHV�KDYH�WKH�DLP�RI�LQIRUPLQJ�JXHVWV�RQ�the “uses of a destination” and to strengthen the brand throXJK�PHGLD�IRUPDWV�VXFK�DV�DGYHUWLVLQJ�RU�SXEOLF�UHODWLRQV��7KHVH�LQLWLDWLYHV�SHUWDLQ�WR�HQFRXUDJLQJ�LQVSLUDWLRQ�DW�WKH�GHVWLQDWLRQ�LQIRUPLQJ�E\�ZD\�RI�PRUH�LPSRUWDQW�ZHEVLWHV��VSHFLDOLVW�WRROV�DQG�LQWHUQHW�ZHEVLWHV�FRQWHQW�SURPRWLRQ�HWF��

x Content delivery – GHOLYHULQJ� YDOXH� WR� FXVWRPHUV� GHPDQGV� LQLWLDWLYHV� RI� FUHDWLQJ�HIIHFWLYH�GLVWULEXWLRQ�FKDQQHOV�DQG�DQ�HIIHFWLYH�VDOHV�V\VWHP�

x ,QLWLDWLYHV� RI� NHHSLQJ� JXHVWV� – “The tourist chain of values” continues by defining LQLWLDWLYHV�GHVLJQHG�WR�SOHDVH�JXHVW�H[SHFWDWLRQV�DQG�VWLPXODWH�SOHDVXUH�DQG�OR\DOW\�

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,Q�RUGHU�WR�HQIRUFH�WKH�DIRUHPHQWLRQHG�JXLGHOLQHV�IRU�EUDQGLQJ��D�ZLGH�DQG�JHQHUDO�VHULHV�RI�SULRULWLHV�� YLVLRQV�� DQG� DLPV� PXVW� EH� GHILQHG� DQG� HQIRUFHG�� EDVHG� RQ� ZKLFK� FRRUGLQDWHG�PDUNHWLQJ� HIIRUWV� ZLOO� EH� FRRUGLQDWHG�� ZKLFK� DOVR� KDSSHQ� WR� EH� WKH� UHFRPPHQGDWLRQV� DQG�JXLGHOLQHV�IRU�IXUWKHU�UHVHDUFK�E\�WKH�DXWKors� 6. Conclusion

7DNLQJ�LQWR�FRQVLGHUDWLRQ�WKH�PDQ\�SRVLWLYH�HIIHFWV�WKDW�WKH�GHYHORSPHQW�RI�WRXULVP�PD\�KDYH�RQ�WKH�ORFDO�DQG�UHJLRQDO�HFRQRP\��WKLV�SDSHU�REVHUYHV�D�FDVH�VWXG\�RQ�WKH�H[DPSOH�RI�WKH�WRXULVW�micro�ORFDWLRQ�DQG�SUHVHQWV�JXLGHOLQHV�IRU�WKH�EUDQGLQJ�RI�%LOMH�DV�D�GHVWLQDWLRQ��EDVHG�RQ�WKH�YLVLWRU�SURILOH�DQDO\VLV��7KH�VRXUFH�SRLQW�SUHVHQWV�D�SDLULQJ�RI�WKH�H[LVWLQJ�SURGXFW�service offer DQG�D�GLYHUVLILFDWLRQ�RI� WKH�RIIHU� WKURXJK�D� WUHQG�RI� WKH�GHPDQG� IRU�HFRORJLFDOO\� DFFHSWDEOH�products and natural resources preservation��7KH� UHVXOW� LV� DFKLHYLQJ�D� ORQJ�WHUP�VXVWDLQDEOH�PRGHO�RI�FUHDWLQJ�D�WRXULVW�RIIHU�DW�WKH�GHVWLQDWLRQ��%\�NHHS�WKH�ORFDO�SRSXODWLRQ�WKURXJK�WKH�creation of a positive entrepreneurial climate and more effective administrativH�SURFHGXUHV��WKH�YLVLELOLW\�WRZDUGV�HPLWWLQJ�PDUNHWV�DQG�WDUJHW�VHJPHQWV�LV�DFKLHYH��ZKLFK�LV�DOVR�D�V\VWHPDWLF�DSSURDFK� WR� WKH� FUHDWLRQ� RI� D� EUDQG� LGHQWLW\� ZKLFK� LV� FOHDUO\� FRQQHFWHG� WR� WKH� GHVWLQDWLRQ�DWWULEXWHV� 7KLV�SDSHU�DQDO\VHV�WKH�SURILOHV�RI�YLVLWRUV�DQG�WKHLU�SHUFHSWLRQ�RI�WKH�DIRUHPHQWLRQHG�WRXULVW�GHVWLQDWLRQ��DV�ZHOO�DV�WKH�DWWULEXWHV�ZKLFK�PD\�VHUYH�IRU�EUDQG�GHYHORSPHQW�� %DVHG�RQ�WKH�FULWLFDO�WUHQGV�SUHVHQWHG�DQG�WKH�GLVFXVVLRQV�SURYLGHG�E\�WKH�WKHPH�LVVXH�DXWKRUV��LW� LV� SRVVLEOH� WR� KLJKOLJKW� VWUDWHJLF� UHFRPPHQGDWLRQV� WKDW� FDQ� KHOS� GHVWLQDWLRQ�PDQDJHPHQW�RUJDQL]DWLRQV�DQG�SROLF\PDNHUV��7KH�VWDUWLQJ�SRLQW� LV� WR� LGHQWLI\�NH\�FRQVXPHU�PDUNHWV�DQG�ZD\V� WR�FRPPXQLFDWH�ZLWK� WKHP��6WDWLVWLFDO�GDWD�DQQRXQFH�D�JOREDO� HFRQRPLF�FULVLV�� WRXULVW�destinatLRQV�DQG�WRXULVP�FRPSDQLHV�PXVW�WDLORU�WKHLU�RIIHUV�WR�UHVSRQG�WR�WUHQGV�IURP�D�JOREDO�SHUVSHFWLYH��5HFRPPHQGDWLRQV� IRU� IXWXUH� UHVHDUFK�DUH� WR� H[WHQG�D� VDPSOH�RI� UHVSRQGHQWV� LQ�UHVHDUFK�IURP�DEURDG��&ROOHFWHG�GDWD�ZRXOG�DOORZ�VHHLQJ�WKH�SHUFHSWLRQ�RI�WRXULsts from key EURDGFDVW�PDUNHWV�DQG�FRRUGLQDWH�PDUNHWLQJ�DFWLYLWLHV�QHFHVVDU\�IRU�GHVWLQDWLRQ�EUDQGLQJ� 7KH�OLPLWDWLRQV�RI�WKH�SDSHU�LV�WKH�IDFW�WKDW�WKH�HIIRUWV�SXW�LQ�VR�IDU�IRU�WKH�GHYHORSPHQW�RI�WKH�WRXULVW�RIIHU�KDYH�QRW�EHHQ�DQDO\]HG��GXH�WR�WKH�IDFW�WKDW�WKH\�DUH�RIWHQ�WKH�UHVXOW�RI�sporadic DQG�XQV\QFKURQL]HG�DFWLYLWLHV�SULPDULO\�IRFXVHG�RQ�WKH�GHYHORSPHQW�RI�LQGLYLGXDO�DWWUDFWLRQV�ZKLFK�ILQG�WKHLU�SODFHV�LQ�WKH�WRWDO�RIIHU�VSRQWDQHRXVO\��7KH�FRQVHTXHQFHV�RI�VXFK�DQ�DSSURDFK�DIIHFW�WKH�XQLTXHQHVV�DQG UHFRJQL]DELOLW\�RI�WKH�PDUNHW�DSSURDFK�LQ�WKH�HYHU�PRUH�GHPDQGLQJ�DQG�FRPSHWLWLYH�HQYLURQPHQW��$QRWKHU�SUREOHP�DULVLQJ�IURP�VXFK�DQ�DSSURDFK�LV�WKH�ODFN�RI�D�FOHDUO\�GHILQHG�WRXULVW�SURJUDP�ZKLFK�KDV�WR�EH�XQGHU�WKH�MXULVGLFWLRQ�RI�WKH�ORFDO�XQLWH�LQ�RUGHr WR�HQVXUH�WKH�FRQVLVWHQF\�RI�WKH�RIIHU��,Q�VXFK�FRQGLWLRQV��D�FOHDUHU�DQG�PRUH�UHFRJQL]DEOH�LPDJH�RI�WKH�GHVWLQDWLRQ�ZKLFK�FDQ�WKHQ�EH�LGHQWLILHG�ZLWK�WKH�FRPPXQLFDWLRQ�HOHPHQWV�RI�WKH�EUDQG�

Page 12: DESTINATION BRANDING: MEASURING TOURIST …destination, Bilje is increasing the number of tourist arrivals and overnight stays, but it has to enhance cross-sectoral and cross-border

���REGION, ENTREPRENEURSHIP, DEVELOPMENT

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x Communication values – FRPPXQLFDWLRQ�DFWLYLWLHV�KDYH�WKH�DLP�RI�LQIRUPLQJ�JXHVWV�RQ�the “uses of a destination” and to strengthen the brand throXJK�PHGLD�IRUPDWV�VXFK�DV�DGYHUWLVLQJ�RU�SXEOLF�UHODWLRQV��7KHVH�LQLWLDWLYHV�SHUWDLQ�WR�HQFRXUDJLQJ�LQVSLUDWLRQ�DW�WKH�GHVWLQDWLRQ�LQIRUPLQJ�E\�ZD\�RI�PRUH�LPSRUWDQW�ZHEVLWHV��VSHFLDOLVW�WRROV�DQG�LQWHUQHW�ZHEVLWHV�FRQWHQW�SURPRWLRQ�HWF��

x Content delivery – GHOLYHULQJ� YDOXH� WR� FXVWRPHUV� GHPDQGV� LQLWLDWLYHV� RI� FUHDWLQJ�HIIHFWLYH�GLVWULEXWLRQ�FKDQQHOV�DQG�DQ�HIIHFWLYH�VDOHV�V\VWHP�

x ,QLWLDWLYHV� RI� NHHSLQJ� JXHVWV� – “The tourist chain of values” continues by defining LQLWLDWLYHV�GHVLJQHG�WR�SOHDVH�JXHVW�H[SHFWDWLRQV�DQG�VWLPXODWH�SOHDVXUH�DQG�OR\DOW\�

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