Potentials and Possibilities of Branding Intangible Cultural Heritage Using the Example of Šibenski botun
Prethodno priopćenjehttps://doi.org/10.46917/st.11.5 Sažetak The tourist market is expanding quickly and tourists are becoming more demanding and selective. Therefore, tourism requires creating an image and a brand based on an authentic identity by using innovative and enticing ideas that will result in attracting the attention of target audiences. “Šibenski botun” with its historical, social and cultural…