Abstract
Evaluation of strengthening interregional cooperation of the countries in the area of the European Union shows the potential of forming joint tourist brands of two, or more cross-border areas. Tourist resources on parts of Croatian-Slovenian border represent a research challenge. Economic contribution in this case is seen in potentially efficient tourism branding of the continental part of Croatia. Future perspective of the development of bordering area of the Karlovac County (CRO) and Southeast Slovenia (SLO) is in mutual branding of evaluated tourist resources with the aim of creating a recognizable cross-border tourist product. Thus it creates a model, which encourages faster and more efficient social-economic integration. The creation of joint tourist brand of the bordering areas helps to create competitiveness and higher differentiation of comprehensive tourist product in the global tourist market. The vision which is based on long-term aims of managing a recognizable tourist brand helps the overall economical development of the area. The branding of bordering areas introduces a cluster concept, which is a useful platform in creating an efficient marketing strategy of bordering areas by presenting themselves together in the global market.
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