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Identitet na prodaju. Кonstrukcija nacionalnog identiteta za potrebe turizma

Identity for sale: Construction of a national identity for the needs of tourism

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2008
Identity_for_sale_Construction_of_a_nati.pdf (400.7Kb)
Authors
Jovanović, Deana
Article (Published version)
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Abstract
U radu je analizirana konstrukcija nacionalnog identiteta na primeru nacionalne strategije razvoja nove turističke ponude Srbije, u okviru procesa „brendiranja“ nacije. Cilj rada je da se kroz analizu nacionalne marketing strategije i novih turističkih brošura, namenjenih inostranim turistima, ukaže na načine na koje se vrše reprezentacija i kultivacija novog nacionalnog identiteta namenjenog prodaji.
In this text the construction of national identity has been analyzed through the example of national tourism strategy in Serbia framed within the contemporary state's process of 'branding' the nation. Through the analysis of Marketing strategy and recently published tourist brochures designed for foreign tourists, the aim is to investigate the ways in which representation of a new national identity, utilized for consumption and selling to the Others, is constructed. The text points out to the perspectives of cultural management and strategic government of national representation as a way of repositioning the bad image of Serbia. The analysis shows that, rather than negative connotations that 'follow' the notion of balkanism, tourist reformulation leads to changed, but still ambiguous and undefined representation. In this text I point out to the aspect of branding - as marketing process which uses cultural recourses - that leads to pacification of the image. Seen as a strategic mean by ...which the stigma could be averted, the paper shows that this process does not offer a structural solution of the problem which represents the obstacle of Serbia's further development.

Keywords:
proces „brendiranja“ / nacionalni identitet / turizam / marketing strategija / turističke brošure / kulturni menadžment
Source:
Glasnik Etnografskog instituta SANU, 2008, 56, 1, 101-114
Publisher:
  • Beograd: Etnografski institut SANU

DOI: 10.2298/GEI0801101J

ISSN: 0350-0861

[ Google Scholar ]
URI
http://rifdt.instifdt.bg.ac.rs/123456789/1737
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  • Radovi istraživača
Institution/Community
IFDT
TY  - JOUR
AU  - Jovanović, Deana
PY  - 2008
UR  - http://rifdt.instifdt.bg.ac.rs/123456789/1737
AB  - U radu je analizirana konstrukcija nacionalnog identiteta na
primeru nacionalne strategije razvoja nove turističke ponude
Srbije, u okviru procesa „brendiranja“ nacije. Cilj rada je da se
kroz analizu nacionalne marketing strategije i novih turističkih
brošura, namenjenih inostranim turistima, ukaže na načine na koje
se vrše reprezentacija i kultivacija novog nacionalnog identiteta
namenjenog prodaji.
AB  - In this text the construction of national identity has been analyzed through the example of national tourism strategy in Serbia framed within the contemporary state's process of 'branding' the nation. Through the analysis of Marketing strategy and recently published tourist brochures designed for foreign tourists, the aim is to investigate the ways in which representation of a new national identity, utilized for consumption and selling to the Others, is constructed. The text points out to the perspectives of cultural management and strategic government of national representation as a way of repositioning the bad image of Serbia. The analysis shows that, rather than negative connotations that 'follow' the notion of balkanism, tourist reformulation leads to changed, but still ambiguous and undefined representation. In this text I point out to the aspect of branding - as marketing process which uses cultural recourses - that leads to pacification of the image. Seen as a strategic mean by which the stigma could be averted, the paper shows that this process does not offer a structural solution of the problem which represents the obstacle of Serbia's further development.
PB  - Beograd: Etnografski institut SANU
T2  - Glasnik Etnografskog instituta SANU
T1  - Identitet na prodaju. Кonstrukcija nacionalnog identiteta za potrebe turizma
T1  - Identity for sale: Construction of a national identity for the needs of tourism
IS  - 1
VL  - 56
SP  - 101
EP  - 114
DO  - 10.2298/GEI0801101J
ER  - 
@article{
author = "Jovanović, Deana",
year = "2008",
abstract = "U radu je analizirana konstrukcija nacionalnog identiteta na
primeru nacionalne strategije razvoja nove turističke ponude
Srbije, u okviru procesa „brendiranja“ nacije. Cilj rada je da se
kroz analizu nacionalne marketing strategije i novih turističkih
brošura, namenjenih inostranim turistima, ukaže na načine na koje
se vrše reprezentacija i kultivacija novog nacionalnog identiteta
namenjenog prodaji., In this text the construction of national identity has been analyzed through the example of national tourism strategy in Serbia framed within the contemporary state's process of 'branding' the nation. Through the analysis of Marketing strategy and recently published tourist brochures designed for foreign tourists, the aim is to investigate the ways in which representation of a new national identity, utilized for consumption and selling to the Others, is constructed. The text points out to the perspectives of cultural management and strategic government of national representation as a way of repositioning the bad image of Serbia. The analysis shows that, rather than negative connotations that 'follow' the notion of balkanism, tourist reformulation leads to changed, but still ambiguous and undefined representation. In this text I point out to the aspect of branding - as marketing process which uses cultural recourses - that leads to pacification of the image. Seen as a strategic mean by which the stigma could be averted, the paper shows that this process does not offer a structural solution of the problem which represents the obstacle of Serbia's further development.",
publisher = "Beograd: Etnografski institut SANU",
journal = "Glasnik Etnografskog instituta SANU",
title = "Identitet na prodaju. Кonstrukcija nacionalnog identiteta za potrebe turizma, Identity for sale: Construction of a national identity for the needs of tourism",
number = "1",
volume = "56",
pages = "101-114",
doi = "10.2298/GEI0801101J"
}
Jovanović, D.. (2008). Identitet na prodaju. Кonstrukcija nacionalnog identiteta za potrebe turizma. in Glasnik Etnografskog instituta SANU
Beograd: Etnografski institut SANU., 56(1), 101-114.
https://doi.org/10.2298/GEI0801101J
Jovanović D. Identitet na prodaju. Кonstrukcija nacionalnog identiteta za potrebe turizma. in Glasnik Etnografskog instituta SANU. 2008;56(1):101-114.
doi:10.2298/GEI0801101J .
Jovanović, Deana, "Identitet na prodaju. Кonstrukcija nacionalnog identiteta za potrebe turizma" in Glasnik Etnografskog instituta SANU, 56, no. 1 (2008):101-114,
https://doi.org/10.2298/GEI0801101J . .

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