Metrika članka

  • citati u SCindeksu: 0
  • citati u CrossRef-u:0
  • citati u Google Scholaru:[=>]
  • posete u poslednjih 30 dana:5
  • preuzimanja u poslednjih 30 dana:2
članak: 1 od 2  
Back povratak na rezultate
Menadžment u hotelijerstvu i turizmu
2019, vol. 7, br. 1, str. 47-59
jezik rada: engleski
vrsta rada: izvorni naučni članak
doi:10.5937/menhottur1901047J


Doprinos manifestacija brendiranju Novog Sada - istraživanje stavova milenijalaca
University of Kragujevac, Faculty of Hotel Management and Tourism in Vrnjačka Banja

e-adresa: djurdjica.jojic@gmail.com

Sažetak

U doba globalne ekonomije i sve izraženije potrebe za sticanjem konkurentske prednosti, jaki brendovi i proces brendiranja dobijaju sve više na značaju, zbog čega se principi brend menadžmenta sve češće primenjuju i na geografska područja i destinacije. Manifestacije i festivali predstavljaju značajan element brenda destinacija, odnosno gradova svugde u svetu, a i u strateškim dokumentima vezanim za turizam i Republike Srbije i grada Novog Sada, prepoznati su kao prioritetni turistički proizvodi. Istraživanje se bavi analizom značaja festivala za "grad festivala", odnosno Novi Sad, ali sa aspekta do sada malo istraživane populacije - milenijalaca. Milenijalci, tj. oni rođeni u 1990-im godinama, su najbrojnija generacija koju je čovečanstvo do sada imalo i njihovi stavovi polako počinju da preovladavaju na tržištu. Istraživanje koje je sprovedeno u maju 2018. na uzorku od 102 studenta u Novom Sadu pokazalo je apsolutnu dominaciju Exit festivala u svim aspektima, ali i druge interesantne odrednice brenda Novog Sada.

Ključne reči

Reference

*** (2018) Novi Sad 2021 - What is European Capital of Culture?. Retrieved June 8, 2018 from: http://novisad2021.rs/en/what-is-european-capital-of-culture/?jez=lat
*** (2018) Program razvoja turizma grada Novog Sada za period 2018-2022. godine [Programme of tourism development of the city of Novi Sad for the period 2018-2022]. Novi Sad: Grad Novi Sad
Anastassova, L., Luizov, A. (2016) Marketing urban destinations through festivals. Revista de turism -studii si cercetari in turism, 43-49; 21
Arnegger, J., Herz, M. (2016) Economic and destination image impacts of mega-events in emerging tourist destinations. Journal of Destination Marketing & Management, 5(2): 76-85
Ashworth, G., Kavaratzis, M. (2009) Beyond the logo: Brand management for cities. Journal of Brand Management, 16(8): 520-531
European Commission (2014) European Capitals of Culture 2020 to 2033 - A guide for cities preparing to bid. Brussels: European Commission
European Commission (2018) European Capitals of Culture. Retrieved June 8, 2018 from: https://ec.europa.eu/programmes/creative-europe/actions/capitals-culture_en
Folorunso, A.S., Khoo‐Lattimore, C. (2013) Slow food events as a high yield strategy for rural tourism destinations. Worldwide Hospitality and Tourism Themes, 5(4): 353-364
Fromm, J. (2011) Do you have a millenial marketing strategy?. Franchising World, 43(9): 56-57
Getz, D. (2016) The Sustainability Of Eventful Cities. Retrieved June 9, 2018 from: https://donaldgetzprofessor.wordpress.com/2016/08/09/new-download-thesustainability-of-eventful-cities/
Hankinson, G. (2009) Managing destination brands: establishing a theoretical foundation. Journal of Marketing Management, 25(1-2): 97-115
Henderson, S. (2011) The development of competitive advantage through sustainable event management. Worldwide Hospitality and Tourism Themes, 3(3): 245-257
Kavaratzis, M. (2004) From city marketing to city branding: Towards a theoretical framework for developing city brands. Place Branding, 1(1): 58-73
Kotler, P., Gertner, D. (2002) Country as brand, product, and beyond: A place marketing and brand management perspective. Journal of Brand Management, 9(4): 249-261
Lee, I., Arcodia, C. (2011) The Role of Regional Food Festivals for Destination Branding. International Journal of Tourism Research, 13(4): 355-367
Mandarić, M. (2016) Strategijski brend menadžment [Strategic brand management]. Vrnjačka banja: Fakultet za hotelijerstvo i turizam u Vrnjačkoj Banji
Mandarić, M., Milićević, S. (2016) Role And Significance Of Tourism Destinations Branding. u: 3rd International Conference: 'Higher education in function of development of tourism in Serbia and Western Balkans', Užice: Visoka škola strukovnih studija, 37-46
Mandarić, M., Milićević, S., Sekulić, D. (2017) Traditional values in the function of promotion of Šumadija and Pomoravlje as rural tourism destinations. Ekonomika poljoprivrede, vol. 64, br. 2, str. 787-803
Mason, M.C., Paggiaro, A. (2012) Investigating the role of festivalscape in culinary tourism: The case of food and wine events. Tourism Management, 33(6): 1329-1336
Morgan, N., Pritchard, A., Pride, R. (2015) Destination brands - Managing place reputaion. Beograd: Clio
Nunkoo, R., Gursoy, D. (2012) Residents’ support for tourism. Annals of Tourism Research, 39(1): 243-268
Ooi, C., Pedersen, J.S. (2010) City branding and film festivals: Re-evaluating stakeholder's relations. Place Branding and Public Diplomacy, 6(4): 316-332
Paddison, B., Biggins, R. (2017) Advocating community integrated destination marketing planning in heritage destinations: the case of York. Journal of Marketing Management, 33(9-10): 835-857
Richards, G., Wilson, J. (2004) The Impact of Cultural Events on City Image: Rotterdam, Cultural Capital of Europe 2001. Urban Studies, 41(10): 1931-1951
Riza, M. (2015) Culture and City Branding: Mega-Events and Iconic Buildings as Fragile Means to Brand the City. Open Journal of Social Sciences, 03(07): 269-274
Ryan, C., Montgomery, D. (1994) The attitudes of Bakewell residents to tourism and issues in community responsive tourism. Tourism Management, 15(5): 358-369
Starčević, S., Konjikušić, S. (2018) Why millennials as digital travelers transformed marketing strategy in tourism industry. u: Conferene Proceedings -3rd Tourism International Scientific Conference, Vrnjačka banja: Fakultet za hotelijerstvo i turizam u Vrnjačkoj banji
Veljković, S. (2010) Brend menadžment u savremenim tržišnim uslovima. Beograd: Centar za izdavačku delatnost Ekonomskog fakulteta
Vlada Republike Srbije (2016) Strategija razvoja turizma Republike Srbije 2016-2025 [Strategy of tourism development of the Republic of Serbia 2016-2025]. Beograd: Vlada Republike Srbije
Yuan, J.(Jessica), Jang, S.(Shawn) (2008) The Effects of Quality and Satisfaction on Awareness and Behavioral Intentions: Exploring the Role of a Wine Festival. Journal of Travel Research, 46(3): 279-288
Yuan, L., Chong, C. (2006) The effects of festivals and special events on city image design. Architecture Journal, (2), 255-259