Tourism-oriented dimensions of Balkanness based on the content analysis of TripAdvisor travel homepage

Abstract

AIM OF THE PAPER

The main aim of the study is to find an answer to the question whether the tourism services connected to the Balkan, and perceived as especially from the Balkan can be developed and sold successfully under a joint Balkan brand.

METHODOLOGY

The database of the research was collected from the information gained from the 3860 opinions including the Balkan word, in the Tripadvisor.

MOST IMPORTANT RESULTS

The typical experiences from the Balkan on the Tripadvisor focus on the followings: (1) experiencing the geographic place; (2) cultural traditions highlighting gastronomy; (3) all the tourism atmosphere based on these.

RECOMMENDATIONS

During the product development in tourism the negative associations of the Balkan should be avoided, and the marketing communication should focus on the local, regional specialties, which are typical in the entire Balkan area. A positive brand can be built based on highlighting these positive elements.