BRANDING OF THE DESTINATION OF PODGORINA THROUGH THE ROUTE OF “RAKIJA ŠLJIVOVICA”, A UNESCO HERITAGE ROUTE

Author:

Ikonić NenadORCID,Stojanović KatarinaORCID,Cvijanović DragoORCID

Abstract

Plum brandy is one of the most recognizable symbols of Republic of Serbia. Production of plum brandy is recently on the UNESCO list and can be a very significant factor in the process of promoting the destination from the aspect of tourism. Looking at the current situation, through positive examples of practice and a review of the theoretical framework, the collection of statistical data obtained on the basis of previous research, it was observed that the destination of Podgorina has numerous predispositions for branding. The aim of this paper is to point out the importance of the formation of “The Rakija Šljivovica Route”, where the production of plum brandies would be a significant component of the branding process of the destination. In this way, permanent migration from rural to urban areas would be slowed down, the rich cultural heritage of this region, agriculture and traditional occupations would be revived.

Publisher

Balkan Scientific Association of Agricultural Economists

Subject

Marketing,Organizational Behavior and Human Resource Management,Strategy and Management,Drug Discovery,Pharmaceutical Science,Pharmacology

Reference36 articles.

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3. Bandić, D. (1997). Carstvo zemaljsko, carstvo nebesko. Beograd, BIGZ. [in English: Bandić, D. (1997). Kingdom of Earth, Kingdom of Heaven, Belgrade, BIGZ.].

4. Borović, S., Stojanović, K., & Cvijanović, D. (2022). The Future of Rural Tourism in The Republic of Serbia. Economics of Agriculture, 69(3), 925–938.

5. CREATOUR (2017). The State of the Art in Creative Tourism. Call for Projects. CREATOUR

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