INTERNACIONALNI UNIVERZITET TRAVNIK U TRAVNIKU
EKONOMSKI FAKULTET TRAVNIK U TRAVNIKU
PRAVNI FAKULTET TRAVNIK U TRAVNIKU
FAKULTET ZA MEDIJE I KOMUNIKACIJE TRAVNIK U TRAVNIKU
u saradnji sa
MIT UNIVERZITET SKOPLJE, SJEVERNA MAKEDONIJA
VEVU, VELEUČILIŠTE LAVOSLAV RUZIČKA U VUKOVARU, HRVATSKA
VELEUČILIŠTE VIMAL, SISAK, HRVATSKA
CKKPI, TRAVNIK, BOSNA I HERCEGOVINA
organizuju
31. MEĐUNARODNU KONFERENCIJU
EKONOMSKE, PRAVNE I MEDIJSKE INTEGRACIJE BOSNE I HERCEGOVINE I ZEMALJA ZAPADNOG
BALKANA KAO KLJUČNI POKRETAČ EUROPSKIH VRIJEDNOSTI
12. – 13. decembar 2025. godine
International University of Travnik , Travnik , Bosnia and Herzegovina
International University of Travnik , Travnik , Bosnia and Herzegovina
The topic of this paper is to define identity, image building and branding of a tourist-entrepreneurial organization. The objective of this paper is to be a specific guideline in the selection of strategy and conception not only of tourism but also the overall economic and social development on a sustainable basis. An interest-based cluster organization is actually spiritus movens of the overall cultural and economic progress of Bosnia and Herzegovina on its path to the European Union and Euro-Atlantic Integration. In addition, the objective is to distinguish also conceptually specific geographical and historical factors respecting the scientific and professional foundation in defining that mission. A cluster as the organizational form on the receptive destination is the optimal variant of a Destination Management Organization - DMO. It implies a horizontal and vertical networking of tourism entrepreneurs, managers, craftsmen and other economic entities with cultural, environmental, educational, sports ... organizations, as well as public institutions (publicprivate partnership). A cluster can be also the targeted tourism market because the identity is usually hidden in the name, logo and slogan...Dinara, Neretva, Drina, Una, Dalmatia ... The identity through marketing communication and segmentation is being "communicated" and is demanded as the image also on the emotional market as a brand, not by any but by a branded value. It implies the application of the SMART model and 4D branding - functional, social, spiritual and mental dimension of the brand and which means to sell also the "invisible value" or value for money. In order to accomplish assigned mission and objective, we had a multifaceted approach to the topic, and organizational and communication processes taking place within the framework of cultural and tourism system are a basic condition.
A cluster, receptive destination, Destination Management Organization - DMO, identity, marketing communitacion, segmentation, SMART model, 4D branding
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