The necessity of branding Croatian tourist destinations in a time of strong competition and competitive market situation in tourism is more important than ever. If it is taken into account that Croatia's major source of income is based on tourist activity, it is essential to determine a clear communication and branding strategy for Croatia as a destination, but also for its regions. By implementing cultural identities into the branding strategy, the image of the destination can be almost completely transformed. If cultural identities are considered as a term that expresses the uniqueness and authenticity of a certain culture, and the belonging of an individual or social group to that culture, that is, the determination of a social community through its own cultural peculiarities and values, then they can also be viewed in a wider context. And that as a dynamic and dialectical phenomenon within several simultaneous and intersecting tendencies of the modern world on a global level - the process of globalization, modern and postmodern, in all their essential manifestations: spiritual, value, economic, aesthetic, technological and political (Labus, 2014:11) . Therefore, the result of this project would be multidimensional and significant. In addition to addressing the specific cultural identities of Istria and the Croatian littoral with the aim of effective use in the branding strategy of the mentioned destinations, the results of this research would contribute to a clearer understanding of the adequate and sustainable use of cultural resources in the presentation and communication of the tourist destinations of Istria and the Croatian littoral and the contribution of cultural heritage in creating and/or changing the image of the destination.
In addition to the results of the research process, which will be published in scientific publications, the goal of the project also has market and practical value, given that the intention is to create a manual for tourism professionals on the appropriate and effective use of cultural identities in the branding of tourist destinations, based on the example of Istria and of the Croatian coast.
The research project's duration is 4 years, from 1 January 2024 until 31 December 2027.
The project holder is the Institute for Migration Research, and the project partners are the Institute for Tourism, the Faculty of Political Sciences and the Edward Bernays Polytechnic.
