Abstract
In modern tourism development, destinations are treated as tourism products that successfully compete in the market thanks to their attractive and highly competitive elements. The destination brand demonstrates the location, attractions and activities within the borders. Creating a brand is a long process, and an established brand is kept in the minds of consumers for a very long time. Therefore, it is necessary to have a long-term vision of the destination brand based on the knowledge and cooperation of all those involved in creating a tourism product. The created destination brand that is successfully represented by the relevant market segments through communication channels becomes a powerful tool in gaining and attracting market demand. Therefore, the aim of this paper is to analyze Vojvodina as a multicultural tourist destination and point out how recognizable it is as such a brand in the tourism business. The main goal is to look at the situation and perspectives for placing products on the domestic, and especially on the international tourist market. The ultimate goal is to include experts from this field and the local population in the project of developing the brand of Vojvodina tourism, in order to revive abandoned rural places, preserve the villages and tradition.
Highlights
Knowledge management is the transformation of individual knowledge of employees in the organization into collective, organizational knowledge, which would be available to all members of the organization at all levels
In modern tourism development, destinations are treated as tourism products that successfully compete in the market thanks to their attractive and highly competitive elements
The subject of this paper refers to the importance of including the knowledge management process in the presentation of branding and opportunities available to Vojvodina as a multicultural tourist destination, and collecting relevant information and using the collected knowledge in creating a unique offer of a particular geographical area and their use for successful branding
Summary
Knowledge management is the transformation of individual knowledge of employees in the organization into collective, organizational knowledge, which would be available to all members of the organization at all levels. Organizations apply the knowledge management process to identify, create, present, and distribute. A set of methods is aimed at maximizing the use of knowledge sources, which enables better preparedness of organizations in a demanding market. The subject of this paper refers to the importance of including the knowledge management process in the presentation of branding and opportunities available to Vojvodina as a multicultural tourist destination, and collecting relevant information and using the collected knowledge in creating a unique offer of a particular geographical area and their use for successful branding. The importance of provincial institutions, tourist organizations and their work so far on the issue of including multiculturalism as an integral part of the brand of tourist products, is a segment of the analysis of this work.
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