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Scientific paper - Preliminary note / Short communication
ISLAND BRANDING AS A TOOL FOR REINFORCING LOCAL ISLAND IDENTITIES: THE CASE OF HVAR
Acta turistica, 30 (2018), 2; 155-184. https://doi.org/10.22598/at/2018.30.2.155
Matečić, Ingeborg; Perinić Lewis, Ana

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Matečić, I. & Perinić Lewis, A. (2018). ISLAND BRANDING AS A TOOL FOR REINFORCING LOCAL ISLAND IDENTITIES: THE CASE OF HVAR. Acta turistica, 30. (2), 155-184. doi: 10.22598/at/2018.30.2.155

Matečić, Ingeborg and Ana Perinić Lewis. "ISLAND BRANDING AS A TOOL FOR REINFORCING LOCAL ISLAND IDENTITIES: THE CASE OF HVAR." Acta turistica, vol. 30, no. 2, 2018, pp. 155-184. https://doi.org/10.22598/at/2018.30.2.155

Matečić, Ingeborg and Ana Perinić Lewis. "ISLAND BRANDING AS A TOOL FOR REINFORCING LOCAL ISLAND IDENTITIES: THE CASE OF HVAR." Acta turistica 30, no. 2 (2018): 155-184. https://doi.org/10.22598/at/2018.30.2.155

Matečić, I. and Perinić Lewis, A. (2018) 'ISLAND BRANDING AS A TOOL FOR REINFORCING LOCAL ISLAND IDENTITIES: THE CASE OF HVAR', Acta turistica, 30(2), pp. 155-184. doi: 10.22598/at/2018.30.2.155

Matečić I, Perinić Lewis A. ISLAND BRANDING AS A TOOL FOR REINFORCING LOCAL ISLAND IDENTITIES: THE CASE OF HVAR. Acta turistica [Internet]. 2018 [cited 2024 November 22];30(2):155-184. doi: 10.22598/at/2018.30.2.155

I. Matečić and A. Perinić Lewis, "ISLAND BRANDING AS A TOOL FOR REINFORCING LOCAL ISLAND IDENTITIES: THE CASE OF HVAR", Acta turistica, vol. 30, no. 2, pp. 155-184, 2018. [Online]. Available at: https://urn.nsk.hr/urn:nbn:hr:303:833354. [Accessed: 22 November 2024]

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Metadata
Title (english)ISLAND BRANDING AS A TOOL FOR REINFORCING LOCAL ISLAND IDENTITIES: THE CASE OF HVAR
Title (croatian)BRENDIRANJE OTOKA U SVRHU JAČANJA LOKANIH OTOČNIH IDENTITETA: STUDIJA SLUČAJA HVARA
AuthorIngeborg Matečić
AuthorAna Perinić Lewis
Author's institutionInstitute for Migration and Ethnic Studies
Author's institutionUniversity of Zagreb
Faculty of Economics and Business
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Sociology
Abstract (english)
The paper sheds light on the relations between the main tourism hotspots and the peripheral areas on the island of Hvar by analysing the process of destination image formation through the past and present promotional activities. It critically analyses identities of island towns and villages in order to provide the basis for the first stage of the four-stage destination branding process. The study reviews the literature on tourism destination branding, branding of islands and adopts diachronic approach, historical method and descriptive analysis. The findings show that the image of the island is focused primarily on the town of Hvar. The island of Hvar has a fragmented destination image that is not based on actual and local island particularities. The authors propose branding as a tool for creating a coherent destination image built upon the island’s uniqueness and consequently reinforce local island identities in order to provide diverse tourism offer.
Abstract (croatian)
Radom se pojašnjavaju odnosi između glavnih otočnih turističkih središta i periferije otoka Hvara analizirajući proces kreiranja destinacijskog imidža putem prošlih i sadašnjih promotivnih aktivnosti. Kritički se analiziraju identiteti otočnih gradova i sela kako bi se pružila osnova za prvu od četiri faze procesa destinacijskog brendiranja. U radu se daje pregled literature u području brendiranja turističkih destinacija, brendiranja otoka te se koristi povijesni pristup kao i metoda te deskriptivna analiza u svrhu proučavanja promotivnih aktivnosti cijelog otoka i njegovih pet naselja. Rezultati istraživanja su pokazali da se imidž otoka temelji na imidžu grada Hvara. Otok Hvar posjeduje fragmentirani destinacijski imidž koji se ne temelji na stvarnim i lokalnim posebnostima. Autori predlažu brendiranje kao alat za stvaranje dosljednog destinacijskog imidža temeljenog na otočnoj jedinstvenosti i posljedično jačanju lokalnih otočnih identiteta u svrhu stvaranja raznovrsne turističke ponude.
Keywords (english)
Keywords (croatian)
Languageenglish
Languagecroatian
Publication typeScientific paper - Preliminary note / Short communication
Publication statusPublished
Peer reviewPeer review - international
Publication versionPublished version
Journal titleActa turistica
Numberingvol. 30, no. 2, pp. 155-184
p-ISSN0353-4316
e-ISSN1848-6061
DOIhttps://doi.org/10.22598/at/2018.30.2.155
URN:NBNurn:nbn:hr:303:833354
Publication2018
Document URLhttps://hrcak.srce.hr/214878
Type of resourceText
Access conditionsOpen access
Terms of useLicence Attribution-NonCommercial 4.0 International (CC BY-NC 4.0) icon
Created on2024-06-30 22:07:39