Matea Hanžek
- Zagreb School of Economics and Management (ZSEM), Vukasovićeva ulica 1, Zagreb, Croatia
Gordi Sušić
- Zagreb School of Economics and Management (ZSEM), Vukasovićeva ulica 1, Zagreb, Croatia
Abstract:
This chapter examines the branding of Istria as a “Green Mediterranean” destination through a qualitative study involving focus groups with international and domestic tourists. The research explores tourists’ perceptions of Istria’s brand identity, key motivations for visiting, and the effectiveness of current promotional strategies. Findings suggest that Istria is widely perceived as an authentic Mediterranean escape with a unique green, sustainable appeal, often compared to Tuscany, with strong associations with gastronomy, nature, and cultural heritage. Culinary and wine experiences were highlighted as key attractions, while challenges such as seasonality, decreased affordability for certain tourist segments, and transportation limitations were noted. The study also reveals that younger travelers predominantly discover Istria through social media and digital influencers, rather than traditional branding campaigns. These insights emphasize the need for an adaptive branding approach that leverages experiential marketing and digital storytelling to enhance Istria’s global positioning as a premium “Green Mediterranean” destination.
9th International Thematic Monograph: Modern Management Tools and Economy of Tourism Sector in Present Era - 9th International Thematic Monograph: Modern Management Tools and Economy of Tourism Sector in Present Era
Published by: Association of Economists and Managers of the Balkans; Faculty of Tourism and Hospitality, Ohrid, North Macedonia
ISBN: 9788680194943 , ISSN: 26835673 , DOI: 10.31410/tmt.2024-2025
Creative Commons Non Commercial CC BY-NC: This article is distributed under the terms of the Creative Commons Attribution-Non-Commercial 4.0 License (https://creativecommons.org/licenses/by-nc/4.0/) which permits non-commercial use, reproduction and distribution of the work without further permission.