Gržinić, Jasmina and Dujmović, Mauro and Vitasović, Aljoša (2008) Cultural branding in croatian tourism and in European union. In: Knowledge for sustainable development : book of abstracts of the 27th International Conference on Organizational Science Development, Kranj.
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Cultural products can be viewed as commodities that businesses create. It is argued that brands are symbolic articulators of production and consumption. In this sense, all brands are representational texts, and are socially, not merely managerially, constructed. Brands are symbolic resources and constructs an important part of everyday contemporary culture. They are important vehicles for making and circulating meanings in society. This conceptual paper examines the interface between tourism, culture and business, with specific reference to advertising and branding in Croatian tourism. Cultural knowledge thus has a central role in the production of advertising meaning and is essential in developing the bridge between producers and consumers on the Istrian tourism market. Article presents examples of the Istrian cultural branding as a unique way of cultural branding in Croatian tourism.
| Tip objekta: | Materijal konferencije ili radionice (Paper) |
|---|---|
| Mentor: | NIJE ODREĐENO |
| Ključni pojmovi: | tourism, advertising, cultural identity, branding, Istria |
| Teme: | 3 Društvene znanosti > 33 Ekonomija. Ekonomska znanost > 338 Gospodarsko stanje. Gospodarska politika. Upravljanje gospodarstvom. Gospodarsko planiranje. Proizvodnja. Usluge. Cijene > 338.4 Proizvodnja i usluge prema gospodarskim sektorima > 338.486 Razvoj, poticanje, promicanje turističkog gospodarstva |
| Odjeli: | Fakultet ekonomije i turizma "Dr. Mijo Mirković" |
| Datum pohrane: | 04 Pro 2013 11:03 |
| Zadnja promjena: | 04 Pro 2013 11:03 |
| URI: | http://eknjiznica.unipu.hr/id/eprint/2602 |
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