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6th International Thematic Monograph - Modern Management Tools and Economy of Tourism Sector in Present Era

Destination Branding and Cultural Tourism – Case from Serbia
​​
Ivana Domazet -    Institute of Economic Sciences, Zmaj Jovina 12, Belgrade, Serbia
Maša Vukanović -   Center for Study in Cultural Development, Rige od Fere 4, Belgrade, Serbia

DOI:   https://doi.org/10.31410/tmt.2021-2022.425
​​​
6th International Thematic Monograph -   Modern Management Tools and Economy of Tourism Sector in Present Era, Belgrade, 2021/2022,   Published by:  Association of Economists and Managers of the Balkans in cooperation with the Faculty of Tourism and Hospitality, Ohrid, North Macedonia;   ISSN 2683-5673,  ISBN    978-86-80194-49-3;  Editors:  Vuk Bevanda, associate professor, Faculty of Social Sciences, Belgrade, Serbia;   Snežana Štetić, full time professor, The College of Tourism, Belgrade, Serbia,   Printed by:  SKRIPTA International, Belgrade  
Abstract:  Destination branding is icing on the cake of the process of desti­nation-making. This process raises the issues such as attitudes of the local community towards tourism development, regarding utilization of their natural and cultural resources, cooperation of national and local deci­sion-makers, and identification of attractions. Such issues are most noticea­ble in cultural tourism in which tourists choose their destination motivated by an interest to meet the city’s local culture. As the new museology para­digm shifted focus onto visitors’ experience, museums, guardians and pre­senters of (local) heritage have become brands of their kind. In their work, they meet the local community’s needs to know better and adequately pres­ent their culture and heritage and the needs of tourists to meet local par­ticularities. This paper focused on two towns in Serbia, Valjevo and Kikinda, where museums took a leading role in branding cities as cultural tourism destinations.

Keywords:   Cultural tourism; Museums; National branding; Heritage; Destination branding; Tourist markets; Brands; Cultural tourists

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