UNLOCKING POTENTIAL: GEOGRAPHICAL BRANDING AS A POSSIBLE FACTOR OF REVITALIZATION OF SERBIAN VILLAGES – A CASE STUDY OF THE VISOK MICROREGION

Aleksandar Radivojević; Rastko Marković; Ksenija Marković; Ana Langović; Miloš Marjanović; Filip Stojilković; Ivan Filipović; Tin Lukić

doi:10.59267/ekoPolj2402551R

Authors

Aleksandar Radivojević Department for Geography, Faculty of Sciences, University of Niš, Serbia https://orcid.org/0000-0002-8176-5165
Rastko Marković Department for Geography, Faculty of Sciences, University of Niš, Serbia https://orcid.org/0000-0002-6357-9481
Ksenija Marković Center for Political Research and Public Opinion, Institute of Social Sciences, Belgrade, Serbia https://orcid.org/0000-0002-3785-7169
Ana Langović Faculty of Geography, University of Belgrade, Belgrade, Serbia https://orcid.org/0000-0003-3610-1332
Miloš Marjanović Department of Geography, Tourism and Hotel Management, Faculty of Sciences, University of Novi Sad, Novi Sad, Serbia https://orcid.org/0000-0003-0412-6615
Filip Stojilković Department for Geography, Faculty of Sciences, University of Niš, Serbia
Ivan Filipović Department for Geography, Faculty of Sciences, University of Niš, Serbia https://orcid.org/0000-0002-6973-6142
Tin Lukić Department of Geography, Tourism and Hotel Management, Faculty of Sciences, University of Novi Sad, Serbia https://orcid.org/0000-0001-5398-0928

DOI:

https://doi.org/10.59267/ekoPolj2402551R

Keywords:

The Republic of Serbia, Visok, Stara Planina Mountain, Branding

Abstract

The objective of this paper is to emphasize, branding as one of the possible ways to take concrete steps towards reaffirming the local values and traditional knowledge of rural populations in Serbia. Based on information gathered in the field, as well as from existing literature sources, the main goal of this study is to promote products from the Visok microregion.

Due to very alarming demographic data, this may be the last chance for revitalizing this region. In this study, we highlighted the following products: Pirot kilim (Pirot rug), Pirot/Stara Planina lamb, Pirot Kachkaval cheese, Stara Planina honey, and Stara Planina potato. Besides agriculture, micr oregion Visok also has exceptional tourist potential. The conclusion of this paper emphasizes that the only viable path to revitalization is through planned investment. Such investment would facilitate the development of local infrastructure and help restore the population, thus enabling the creation of sustainable development.

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