Possibilities and Ways of Branding of the Una National Park

Brendiranje je kompleksan i zahtjevan proces kojemu se pridaje sve veća pažnja. Turističke destinacije diljem svijeta pokušavaju postati primjećene i konkurentne, pa tako rade na razvijanju svog identiteta i imidža. Jedne od značajnijih turističkih vrijednosti su i nacionalni parkovi, koji za stvaranje kvalitetnog brenda moraju obuhvatiti jako puno faktora i imati dobro razrađenu strategiju i plan. Ovaj rad se bavi mogućnostima i načinima brendiranja Nacionalnog parka Una koji se nalazi u sjeverozapadnoj Bosni i Hercegovini. Turističke destinacije kao i cijeli proces brendiranja u Bosni i Hercegovini je u zaostatku s obzirom na to da se ne iskorištavaju vlastiti potencijali i imidž cijele zemlje je obilježen stereotipima i negativnim asocijacijama. Kreiranjem strategije i uključenjem svih interesnih grupa od vlade do lokalnog stanovništva se može poboljšati postojeće stanje Nacionalnog parka Una i doći do ciljanih publika te prezentirati i ostvariti željene ciljeve. Rad se temelji na anketi i dubinskom intervjuu s ciljem utvrđivanja percepcije posjetitelja, ali i onih koji još uvijek nisu posjetili Nacionalni park Una kao i toga koliko se zapravo iskorištava potencijal i kakvi su planovi za budućnost. Na temelju saznanja je osmišljen komunikacijski plan s kojim bi se trebao Nacionalni park Una pozicionirati kao sigurna i poželjna turistička destinacija, ali i mjesto s povoljnim životnim uvjetima.Branding process is compound and challenging process who has become very important and attractive. Tourist destinations around the world are trying to develop their positive identity and image which will make them noticable and competitive. Nationals parks are one of the most significant tourist values, so if they want a high-quality brand they must include lot of factors and have well-developed strategy and plan. The purpose of this paper is to explore possibilites and ways of branding of the Una National Park, which is situated in the northwestern part of Bosnia and Herzegovina. Tourist destinations as well as the whole branding process in Bosnia and Herzegovina are in bad position because of not exploiting their own potentital and also image of the entire country is marked by stereotypes and negative associations. Creating a strategy and involving all stakeholders from government to domestic population can improve existing condition of the Una National Park and it can reach targeted audiences and achieve goals. This paper is based on a survey and in-depth interview with the intention of determining perceptions of visitors, but also of those who have not yet visited Una National Park, as well as understanding how much potential is actually being exploited and what are plans for the future. Communication plan that was made, is based on the results of survey and in-depth interview, and it should help Una National Park to reach full potential and become a safe and desirable tourist destination, but also a place with good living conditions