Construction of Tourist Potential Trough Branding and Geographical Indications

Lukinović, Mario and Jovanović, Larisa (2019) Construction of Tourist Potential Trough Branding and Geographical Indications. In: Modern Management Tools and Economy of Tourism Sector in Present Era : 3rd international thematic monograph : thematic proceedings / [editors Vuk Bevanda, Snežana Štetić]. Association of Economists and Managers of the Balkans ; Faculty of Tourism and Hospitality, Belgrade ; Ohrid, pp. 541-552. ISBN 978-86-80194-14-1

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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.

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