Brand Management of Urban Tourist Destination Based on Dimensions of Tourist Attractiveness

6th International Scientific Conference – EMAN 2022 – Economics and Management: How to Cope With Disrupted Times, Ljubljana, Slovenia, March 24, 2022, CONFERENCE PROCEEDINGS, published by: Association of Economists and Managers of the Balkans, Belgrade, Serbia; ISBN 978-86-80194-57-8, ISSN 2683-4510

 Abstract:

At the very core of an urban tourist destination is a multidimen­sional construct of tourist attractiveness, which should be appealing to po­tential tourists and influence their decision to visit. Given the challenges of in­creasing global competition and the negative consequences of the COVID-19 pandemic, urban destinations must adequately identify the key dimensions of their attractiveness and ensure their visibility and differentiation. The pur­pose of this paper is to identify the role that different dimensions of tourist attractiveness have in managing the brand of an urban tourist destination, with a special focus on forming the expectations, attitudes and intentions of potential tourists. The methodology used in the paper includes: theoretical conceptualization of urban tourist destination, definition of dimensions of tourist attractiveness and determining the role that dimensions of tourist at­tractiveness have in managing the brand of urban tourist destinations. One of the conclusions of the research presented in the paper is that the dimen­sions of tourist attractiveness, both physical and social, play a key role in the strategic processes of brand management of an urban tourist destination.

Keywords:

Urban tourist destination; Dimensions of tourist attractiveness; Brand management; Perception

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