ARTS AND MEDIA IN DEVELOPMENT OF DESTINATION BRAND
UMETNOST I MEDIJI U FUNKCIJI RAZVOJA ZNAKA DESTINACIJE
Keywords:
Tourism, Culture, Arts, Media Communication, Marketing StrategiesAbstract
The paper presents theoretical and practical aspects of impact of arts on brand development of touristic destination on global market. The paper will analyze both theoretical and practical aspects of experience marketing of art's events on brand development of touristic destination. In empirical research the paper will present result about segmentation of target groups of tourists whose choose touristic destination on the base of cultural and art's events, as well as, their satisfaction with arts events, exhibitions, concerts, theatre's events, literature's event in the time when they were in chosen destination. Media which write about culture and art's events have impact on destination branding. Social media, by blog, vlog, post, have impact on development of destination brand.
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