The role of gastronomy in destination branding on Croatian example

Rad razmatra važnost brendiranja države, posebno za turistički sektor. Čine ga teorijski dio s pregledom literature koji definira različite pojmove, procese te aktere u procesu brendiranja države, i istraživanje kojemu je cilj dublji uvid u ulogu gastronomije u tom procesu i to na temelju intervjua sa stručnjacima iz područja odnosa s javnošću i gastronomije te dodatnih izvora. Rad ukazuje na propuste koji su se pritom dogodili te potencijale koje Hrvatska ima.This paper discusses the importance of country branding, especially in the tourism sector. It consists of a theoretical part of the review of literature that defines the various concepts, processes and stakeholders in the process of country branding, and research that aims to get a deeper insight into the role of gastronomy in this process, based on interviews with experts from the fields of public relations and gastronomy as well as additional sources. The paper points out the failures that have occurred and potential that Croatia has