THE IMPACT OF MARKETING ON THE DEVELOPMENT OF TOURISM BRAND OF SLAVONIA AND BARANJA

The challenge for destination branding can at the same time be seen in the Croatian cities and regions. The increasing emphasis within the Croatian tourism development strategy is put on the intensive investment in the development of continental tourism, with Slavonia and Baranja having all the features and potential for the development of a recognizable tourism brand. Therefore, the approach to this topic requires a detailed analysis and long-term development strategy. Starting from the set strategic objectives, the sub-region marketing strategy is based on the selection of target customer segments, and in line with their features, needs and expectations, the sub-regional brand has been elaborated, the possible adaptation of tourism products has been described and promotional activities have been proposed. This paper presents the results of two studies that have been conducted among the guests who visited Slavonia and Baranja, and among the local population. A comparative analysis of the data collected in both surveys was conducted. Based on this information, conclusions were made about the target guest segment, and the way to position Slavonia and Baranja as a tourist destination.