TOURIST DESTINATION BRANDING IN FUNCTION OF MARKET POSITIONING AND INCREASED COMPETITIVENESS OF SPA TOURISM

Abstract

Tourist destination branding is a process that distinguishes a particular destination according to its unique attributes, creating its distinctive image and identity. In fact, the greatest success is achieved by emphasizing and promoting authentic tourism values. The research focuses on spa tourism destinations as the most developed forms of domestic tourism. Based on the theoretical premises and for the purpose of the research, ZTC "Banja Vrućica" was the best suited for empirical analysis as a successfully branded and market-recognized destination that can serve as a model and an example for the branding of less renowned destinations. The study uses the test method by survey research of the attitudes and opinions of the visitors on the elements of the destination brand and statistical methods for the treatment of primary and secondary sources of data and information. The research gave clear indications of the close connection between the destination brand development process and strategic positioning of a developed destination. In a special way, this study reveals some of the essential components of branding destinations that are highlighted in the literature and that are intertwined with the process of formulating destination strategies and it forms the basis for improving the image and destination attractiveness experience with potential market segments.