CONSTRUCTION OF TOURIST POTENTIAL TROUGH BRANDING AND GEOGRAPHICAL INDICATIONS
Mario Lukinović, Assist. Prof.
FACULTY OF LAW, UNION University, Belgrade, Serbia
Larisa Jovanović, Prof. Emeritus
ALFA BK University, Belgrade, Serbia
DOI: https://doi.org/10.31410/tmt.2018.541
Mario Lukinović, Assist. Prof.
FACULTY OF LAW, UNION University, Belgrade, Serbia
Larisa Jovanović, Prof. Emeritus
ALFA BK University, Belgrade, Serbia
DOI: https://doi.org/10.31410/tmt.2018.541
3rd International Thematic Monograph - Thematic Proceedings: Modern Management Tools and Economy of Tourism Sector in Present Era, Belgrade, 2018, Published by: Association of Economists and Managers of the Balkans in cooperation with the Faculty of Tourism and Hospitality, Ohrid, Macedonia; ISBN 978-86-80194-14-1; Editors: Vuk Bevanda, associate professor, Faculty of Business Studies, Megatrend University, Belgrade, Serbia; Snežana Štetić, full time professor, The College of Tourism, Belgrade, Serbia
Abstract: Nowadays, the image plays a crucial role in attracting tourists and foreign investments,
placing products on foreign markets, obtaining organization rights for cultural and sporting events,
gaining respect in international relations, and imposing their own values. It is often fundamentally
based only on impression, superficial experience, often wrong information, especially when speaking of
regions or countries. Tourists are more and more having greater expectations from the sites they visit,
and their expectations often go beyond mere sightseeing or relaxation. The focus is not on one offer
anymore, but they expect and demand more. Destinations, apart from historical offer, often provide a
wide range of various products and services: traditional products, national music, premium drinks, etc.
Offering such content ensures sufficient income to the local community, and thus, long-term existence.
Registering geographical indication “Čigota” for provision of health and tourism services represents
the first geographical indication for service in the world. An increase in the number of tourists not
only benefits the development of the region through developing infrastructure, increase of housing
capacities and construction of suitable roads, but also the increase in GDP. Higher incomes lead to
improvement of working conditions and life in the countryside, development of infrastructure (roads,
water supply, schools, health services, children’s institutions, cultural centers), development of rural
tourism, domestic work and other activities.
Keywords: tourist potential, creating a brand, geographical indications, first geographical indication
for service in the world.
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