Some Challenges of Creating a New Brand of Serbian Tourism: Case Study – The Republic of Užice

Abstract

Throughout the national history, the southwestern Serbia has been considered as a strong communist center during the National War of Liberation under the authority of Tito, the Communist Party and the ideology of communism holders. This period is presented by the memorial complexes, squares, the Fires of Republic of Užice events, exhibitions in the rebellion museums, busts... These symbols of the past should not be exposed to oblivion, but must be freed of ideological stereotypes and megalomania. The Republic of Užice, as tourist product, is not yet evaluated, nor covered by the range of additional contents that could be a part of the tourist offer in this area. Historical facts and legends create inexhaustible possibility for tourist promotion of the Republic of Užice. This paper presents the possibility of creating a new brand in Serbian tourism and its significance for reviving neglected part of Serbian national history

Keywords

• the Republic of Užice
• branding
• destination
• cultural tourism
• strategy