DESTINATION BRANDING AIMED AT INTERNATIONAL AFFIRMATION OF TOURISTIC POTENTIALS OF BiH

Abstract

The aim of the paper is to explain how
application of marketing and branding principles
contributes to effective management of destinations
under conditions of globalization. The paper
emphasizes the importance of understanding of
tourists’ behavior model, with special focus on
importance of destination image in process of decision
making on destination choice. Case of the city of
Rovinj was presented as good practice example in
development of destination brand. In order to get the
answer to the question where BiH is located in
comparison to other countries of the Western Balkans
in regard to the most important tourism indicators,
findings of relevant research of the World Tourism
Organization and the World Economic Forum were
presented. In the last part of the paper, some of the
shortcomings that usually arise in the process of
destination management in BiH were presented, with
recommendations how they can be overcome in
accordance with the principles of destination
marketing and branding, in order to better utilize
tourism potentials in BiH.