Events as a framework for tourist destination branding: Case studies of two cultural events in Croatia

Abstract

Events have become an increasingly significant component of destination branding. Many destina- tions throughout the world have developed events portfolios as a strategic initiative to attract tourists and to reinforce their brand. In this paper, the focus of research will be on tourist destination brand- ing by means of events. The relationship between events and destination branding is examined through six phases of the pro- cess of building a destination brand identity with the use of events. When it comes to destination branding, a need for an analysis of strategic documents of destination development imposes because event tourism strategies help destinations plan how to use events in a tourism role. The purpose of this study is to examine which factors are of the top priorities when using events as a marketing approach. The method of case study will be used, by which two cultural events which take place in the Republic of Croatia will be analyzed, namely, “Špancirfest” in Varaždin and “Trka na prstenac” in Barban. Varaždin and Barban are on different levels in their branding work. The different sizes and locations of the destinations naturally affect the operating procedures. This article may be of interest to destination marketers and event organizers, especially in developing destinations