Strategic Tourism Marketing Plan and Brend Strategy for Slavonia region: 2019. to 2025.
Research area : Destination marketing and branding
Project manager : Ph.D. Snježana Boranić Živoder
Implementation period : 2020.
Client : TZ Vukovarsko-srijemske županije
The project included a major document for the Slavonia region as a unique tourist destination, as well as five marketing dokuments for each county. The main document included analysis of tourism trends in Slavonia, characteristics of tourism marketing, analysis of planning documentation. Relevant market trends were investigated and a SWOT matrix was defined. After that, tourist vision and goals, market strateg and brand strategy are defined. This is followed by tourism product and communication strategies. The main document ends with a description of the activities to be carried out by 2025. The marketing plans for each of the counties are linked to the main document. This dokuments cover activities carried out at the County level and those carried out jointly within the Cluster of Slavonia with the aim of creating a strong tourism brand.