BRANDING OF THE DESTINATION OF PODGORINA THROUGH THE ROUTE OF “RAKIJA ŠLJIVOVICA”, A UNESCO HERITAGE ROUTE

Authors

  • Nenad Ikonić Ph.D. student, Faculty of Hotel Management and Tourism in Vrnjačka Banja, University of Kragujevac, Vojvođanska 5a, 36210 Vrnjačka Banja https://orcid.org/0000-0003-0186-7928
  • Katarina Stojanović Faculty of Economics and Engineering Management in Novi Sad, University Business Academy https://orcid.org/0000-0002-5261-3816
  • Drago Cvijanović Faculty of Hotel Management and Tourism in Vrnjačka Banja, University of Kragujevac, Vojvođanska 5a, 36210 Vrnjačka Banja https://orcid.org/0000-0002-4037-327X

DOI:

https://doi.org/10.59267/ekoPolj23041201I

Keywords:

plum spirit, routes of spirit, UNESKO intangible cultural heritage, branding, destination, tourism development

Abstract

Plum brandy is one of the most recognizable symbols of Republic of Serbia. Production of plum brandy is recently on the UNESCO list and can be a very significant factor in the process of promoting the destination from the aspect of tourism. Looking at the current situation, through positive examples of practice and a review of the theoretical framework, the collection of statistical data obtained on the basis of previous research, it was observed that the destination of Podgorina has numerous predispositions for branding. The aim of this paper is to point out the importance of the formation of “The Rakija Šljivovica Route”, where the production of plum brandies would be a significant component of the branding process of the destination. In this way, permanent migration from rural to urban areas would be slowed down, the rich cultural heritage of this region, agriculture and traditional occupations would be revived.

Downloads

Download data is not yet available.

References

Antonić, D. (2004). Srbija među šljivama. Beograd, Bel Guest. [in English: Antonić, D. (2004). Serbia among plums, Belgrade, Bel Guest.].

Baker, M., & Cameron E. (2008). Critical success factors in destination marketing, Tourism and Hospitality Research, 8.

Bandić, D. (1997). Carstvo zemaljsko, carstvo nebesko. Beograd, BIGZ. [in English: Bandić, D. (1997). Kingdom of Earth, Kingdom of Heaven, Belgrade, BIGZ.].

Borović, S., Stojanović, K., & Cvijanović, D. (2022). The Future of Rural Tourism in The Republic of Serbia. Economics of Agriculture, 69(3), 925–938.

CREATOUR (2017). The State of the Art in Creative Tourism. Call for Projects. CREATOUR

Cvijanović, D., Borović, S., & Stojanović, K. (2022). The Possibility of Revitalizing Rural Areas through the Promotion of Cultural Tourism In The Republic Of Serbia. International Journal Knowledge, 55(1), 21-26.

Gajić, T., Vukolić, D., & Stojanović, K. (2021). Nematerijalno kulturno nasleđe kao turistički аtraktor – case study of Sremska Mitrovica“. ODITOR Vol. VII, Br. S01/2021. [in English: Gajić, T., Vukolić, D., & Stojanović, K. (2021). Intangible cultural heritage as a tourist attraction - case study of Sremska Mitrovica”. ODITOR Vol. VII, No. S01/2021.].

George, E.W. (1995). Diversification strategies of one-industry towns. Saint Mary’s University, Halifax.

Handbook on Tourism Destinations Branding, (2009). Published by the World Tourism organization and the European Travel Commission, Madrid, Spain.

Huang, C. H., Tsaur, J. R., & Yang, C. H. (2012). Does world heritage list really induce more tourists? Evidence from Macau. Tourism Management, 33(6), 1450- 1457. https://doi.org/10.1016/j.tourman.2012.01.014

Inskeep, E. (1991). Tourism Planning: An integrated and Sustainable Development Approach. New York: Van Nostrand Reinhold.

Intangible cultural heritage of Serbia, Retrieved from: https://nkns.rs/ (May 4, 2022).

Jelinčić, D. A. (2010). Kultura u izlogu. Zagreb, Intermedia. [in English: Jelinčić, D. A. (2010). Culture in the window. Zagreb, Intermedia.].

Keller, K. L., Aperia, T., & Georgson, M. (2008). Strategic brand management – A European perspective. Pearson Education Limited, Harlow, England.

Kerr, G. (2006). From destination brand to location brand. Journal of Brand Management, Vol. 13, No. 4/5, 276 – 283.

Krivošejev, V. (2014). Upravljanje baštinom i održivi turizam. Valjevo - Beograd, Narodni muzej Valjevo i Artis centar [in English: Krivošejev, V. (2014). Heritage management and sustainable tourism. Valjevo - Belgrade, Valjevo National Museum and Artis Center.].

McKercher, B., & du Cros, H. (2002). Cultural tourism - The Partnership Between Tourism and Cultural Heritage Management. New York, The Haworth Hospitality Press.

Miletić, R., Pantović, D., & Veliverronena, L. (2023). Dark tourism in Serbia: Case study of the Kragujevački oktobar Memorial Park. Hotel and Tourism Management, 11(1), 127–144. https://doi.org/10.5937/menhottur2301127M

Morgan, N., Pričard, A., & Prajd, R. (2015). Destinacija kao brend. Beograd: Clio. [in English: Morgan, N., Pritchard, A., & Pride, R. (2015). Destination as a brand. Belgrade: Clio.].

Muhi, B. (2009). Marketinški aspekti brending strategije seoskog turizma Vojvodine. Turističko poslovanje, broj 4, Beograd, Visoka turistička škola. [in English: Muhi, B. (2009). Marketing aspects of the branding strategy of rural tourism in Vojvodina. Tourism business, number 4, Belgrade, High School of Tourism.].

Nacrt Programa razvoja turizma opštine Osečina 2023-2027, Opština Osečina [in English: Draft Tourism Development Program of the Osečina Municipality 2023- 2027, Osečina Municipality.].

Ryan, J., & Silvanto, S. (2009). The World Heritage List: The making and management of a brand. Place Branding and Public Diplomacy, 5(4), 290-300. https://doi.org/10.1057/pb.2009.21

Sančanin, B., Penjišević, A., & Stojanović, K. (2023). Key cultural-historical determinants of tourism improvements of the Municipality of Bač. Hotel and Tourism Management, 11 (1) 177-191.

Shackley, M. (2006). Visitor management at world heritage sites. In Managing world heritage sites (pp. 109-120). Routledge

Sofronić, P. N., (1990). Glavnije bilje u narodnom verovanju i pevanju kod nas Srba. Beograd, Štamparija „Sv. Sava“ (1912), reprint „Bigz“ (1990). [in English: Sofronić, P. N., (1990). The most important plants in folk belief and singing among us Serbs. Belgrade, Printing house “St. Sava” (1912), reprint “Bigz” (1990).].

Stjuard, Dž. (1981). Teorija kulturne promene. Beograd, BIGZ. [in English: Steward, J. (1981). Theory of cultural change. Belgrade, BIGZ.].

Stojaković, V. (2000). Srpska šljiva ranka. Beograd, Etnografski muzej. [in English: Stojaković, V. (2000). Serbian plum ranka. Belgrade, Ethnographic Museum.].

Stojanović K., Borović S., & Cvijanović D. (2022). Nove metode kroz digitalne medije u savremenoj održivosti kulturnog graditeljskog nasleđa. Naučno-stručni skup „Digitalni mediji u funkciji održivog razvoja kulturnog nasleđa” / [ed. Branislav Sančanin], 82-114. [in English: Stojanović K., Borović S., & Cvijanović D. (2022). New methods through digital media in the contemporary sustainability of cultural architectural heritage. Scientific and professional meeting “Digital media in the function of sustainable development of cultural heritage” / [ed. Branislav Sančanin], 82-114.].

Strategija ruralnog razvoja i razvoja poljoprivrede u opštini Osečina od 2016. do 2026. godine, (2016). Opština Osečina. [in English: Strategy of rural development and agricultural development in the municipality of Osečina from 2016 to 2026, (2016). Osečina Municipality.].

UNESCO, (2022). UNESCO, Culture, Intangible Heritage Lists, Social practices and knowledge related to the preparation and use of the traditional plum spirit – šljivovica. https://ich.unesco.org/en/RL/social-practices-and-knowledgerelated-to-the-preparation-and-use-of-the-traditional-plum-spirit-ljivovica-01882 pristupljeno 07.01.2023.

UNWTO, (2022). Retrieved from: www.unwto.org/pdf/Understanding_TourismBasicGlossary_EN.pdf ( July 27, 2022).

Veljković, S., & Ðorđević, A. (2011). Brendiranje destinacije i stvaranje vrednosti za turiste. Ekonomske ideje i praksa, broj 3, Beograd [in English: Veljković, S., & Đorđević, A. (2011). Destination branding and value creation for tourists. Economic Ideas and Practice, No. 3, Belgrade.].

Wanda, G. E., Mair, H. & Reid, D. G. (2009). Rural Tourism Development: Localism and Cultural Change. Channel View Publications, UK.

Yang, C. H., Lin, H. L., & Han, C. C. (2010). Analysis of international tourist arrivals in China: The role of World Heritage Sites. Tourism management, 31(6), 827-837. https://doi.org/10.1016/j.tourman.2009.08.008

Лазић, П. (2007). Шљива, бре!. Београд, Службени гласник. [in English: Lazić, P. (2007). Plum, bre!. Belgrade, Official Gazette.].

Службени гласник РС. (2010). Међународни Уговори, бр. 1/2010 од 21.5.2010. [in English: Official Gazette of RS. (2010). International Treaties, no. 1/2010 from 21.5.2010.].

Downloads

Published

2023-12-23

How to Cite

Ikonić, N., Stojanović, K. ., & Cvijanović, D. (2023). BRANDING OF THE DESTINATION OF PODGORINA THROUGH THE ROUTE OF “RAKIJA ŠLJIVOVICA”, A UNESCO HERITAGE ROUTE . Ekonomika Poljoprivrede, 70(4), 1201–1218. https://doi.org/10.59267/ekoPolj23041201I

Most read articles by the same author(s)

<< < 1 2 3 4 5 6 > >>