Destination branding: a case study of national parks in Montenegro

Montenegro's national parks, including Durmitor National Park, hold significant potential for diversifying tourism offerings beyond traditional forms. A study reveals that strategic destination branding can enhance the development of these parks by integrating market research, identity and image creation, and continuous evaluation. The approach emphasizes the importance of a cohesive branding strategy that spans from initial planning to long-term monitoring, ensuring alignment with global tourism trends. This method is particularly relevant for national parks, which are increasingly recognized as key destinations for various forms of tourism, including recreational, water-based, and winter sports. The findings highlight the need for a systematic approach to branding to maximize the economic and cultural benefits of Montenegro's natural heritage.

Janković, M., & Bokić, M. (2016). Destination branding: a case study of national parks in Montenegro. Proceedings of the Singidunum International Tourism Conference - Sitcon 2016, 187–191. https://doi.org/10.15308/sitcon-2016-187-191