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Scientific paper - Conference Proceedings Article (invited lecture)
BRANDING TRADITIONAL AND NATURAL PRODUCTS BY PROVIDING TOURIST EXPERIENCE: WHAT ARE THE EFFECTS
In: Tourism in Southern and Eastern Europe. / Zadel, Zrinka; Smolčić Jurdana, Dora (Ed.). University of Rijeka, Faculty of Tourism and Hospitality Management, 2019. pp. 291-306. https://doi.org/10.20867/tosee.05.29
First Komen, Ivana; Stamenić Oštrić, Sanja

Institutional repository: Repository of the University of Rijeka, Faculty of Economics and Business

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First Komen, I. & Stamenić Oštrić, S. (2019). BRANDING TRADITIONAL AND NATURAL PRODUCTS BY PROVIDING TOURIST EXPERIENCE: WHAT ARE THE EFFECTS. In Z. Zadel, (Ed.), D. Smolčić Jurdana, (Ed.), Tourism in Southern and Eastern Europe (pp. 291-306). University of Rijeka, Faculty of Tourism and Hospitality Management. doi: 10.20867/tosee.05.29

First Komen, Ivana and Sanja Stamenić Oštrić. "BRANDING TRADITIONAL AND NATURAL PRODUCTS BY PROVIDING TOURIST EXPERIENCE: WHAT ARE THE EFFECTS." Tourism in Southern and Eastern Europe, edited by Zrinka Zadel, edited by Dora Smolčić Jurdana, University of Rijeka, Faculty of Tourism and Hospitality Management, 2019, pp. 291-306. https://urn.nsk.hr/urn:nbn:hr:192:816580

First Komen, Ivana and Sanja Stamenić Oštrić. "BRANDING TRADITIONAL AND NATURAL PRODUCTS BY PROVIDING TOURIST EXPERIENCE: WHAT ARE THE EFFECTS." In Tourism in Southern and Eastern Europe, 291-306. University of Rijeka, Faculty of Tourism and Hospitality Management, 2019. Accessed 2024 September 01. https://urn.nsk.hr/urn:nbn:hr:192:816580

First Komen, I. and Stamenić Oštrić, S. (2019) 'BRANDING TRADITIONAL AND NATURAL PRODUCTS BY PROVIDING TOURIST EXPERIENCE: WHAT ARE THE EFFECTS', in Zadel, Z. (ed.), Smolčić Jurdana, D. (ed.), Tourism in Southern and Eastern Europe, University of Rijeka, Faculty of Tourism and Hospitality Management, pp. 291-306. Available at: https://urn.nsk.hr/urn:nbn:hr:192:816580 (Accessed 01 September 2024)

First Komen I, Stamenić Oštrić S. BRANDING TRADITIONAL AND NATURAL PRODUCTS BY PROVIDING TOURIST EXPERIENCE: WHAT ARE THE EFFECTS. In: Z. Zadel, ed., D. Smolčić Jurdana, ed. Tourism in Southern and Eastern Europe. University of Rijeka, Faculty of Tourism and Hospitality Management; 2019. Pp. 291-306. [cited 2024 September 01] Available at: https://urn.nsk.hr/urn:nbn:hr:192:816580

I. First Komen and S. Stamenić Oštrić, "BRANDING TRADITIONAL AND NATURAL PRODUCTS BY PROVIDING TOURIST EXPERIENCE: WHAT ARE THE EFFECTS", Tourism in Southern and Eastern Europe, Z. Zadel and D. Smolčić Jurdana, Eds. University of Rijeka, Faculty of Tourism and Hospitality Management, 2019. [Online] Available at: https://urn.nsk.hr/urn:nbn:hr:192:816580 [Accessed: 01 September 2024]

Metadata
Title (english)BRANDING TRADITIONAL AND NATURAL PRODUCTS BY PROVIDING TOURIST EXPERIENCE: WHAT ARE THE EFFECTS
AuthorIvana First Komen
AuthorSanja Stamenić Oštrić
EditorZrinka Zadel
EditorDora Smolčić Jurdana
Author's institutionUniversity of Rijeka
Faculty of Economics and Business
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract (english)
The mission of this research is to analyze how small producers of natural and traditional products can strengthen their position in the market and bring positive change to themselves and their stakeholders by establishing a brand and making it stronger through storytelling, organic certification and providing tourist experience. The study was approached inductively, by applying in-depth multiple source analysis on an identified exemplar case. The results show that creating a brand story and getting and presenting organic label are important factors for the market success, but yield limited results without consumers having the opportunity to experience the brand and its story. Producers of natural and traditional products are adviced to think of ways of how to provide consumer experience and how to get consumers in touch with their products, i.e. how to turn a non touristic business into a touristic one. This will have the strongest effect on their own sales, but will also benefit the other stakeholders the most.
Keywords (english)
Languagecroatian
Publication typeScientific paper - Conference Proceedings Article (invited lecture)
Publication statusPublished
Peer reviewPeer review - international
Publication versionPublished version
Publication titleTourism in Southern and Eastern Europe
Numberingpp. 291-306
p-ISSN1848-4050
DOIhttps://doi.org/10.20867/tosee.05.29
URN:NBNurn:nbn:hr:192:816580
Publication2019
ConferenceTitle: 5th Scientific International Conference ToSEE - Tourism in Southern and Eastern Europe
Location: Opatija, Croatia
Start date: 2019-05-16
End date: 2019-05-18
Assembly type: Lecture
Document URLhttps://tosee.fthm.hr/images/proceedings/2019/20_FirstKomen_StamenicOstric.pdf
Type of resourceText
PublisherUniversity of Rijeka, Faculty of Tourism and Hospitality Management
Access conditionsOpen access
Terms of useLicence In copyright icon
Created on2024-06-10 14:29:51