Author(s):
1. Duje Petričević, Faculty of Economics, University of Split, Croatia
2. Neven Seric,

Abstract:
Cross-border cooperation is becoming an imperative when managing the sustainable tourism development. Developing specialized tourist products in two or more interconnected countries contributes to the improvement of competitiveness and the recognition of the tourist offer. Expanding the cooperation encourages development of new business ideas, creates a stimulative entrepreneurial environment and strengthens business areas. The consolidation and growth of the economy, along with the genesis of new ideas, companies, products, and services, contributes to creating a new image for the cross-border area. The strengthening of interregional cooperation in Europe confirms the affirmative attitude of the European Union, which is a precondition for obtaining fund assets from EU funds. According to the fact that Republic of Croatia is strategically orientated toward tourism, it should be an initiator of establishing cross-border cooperation. Also, this manifestation contributes to greater propulsion of transit travel corridors in the border areas. Concerning the marketing potential of co-branding the national tourist offer in border areas, it could be argued that the contribution is mutual. The data obtained from the earlier studies, conducted by various authors from Southeast Slovenia and the Karlovac County, motivated further research into this topic. However, the studies on the management of cross-border cooperation inside the territory of former Yugoslavia are still quite rare. That is why those areas are not sufficiently encouraged on both the institutional and national levels. Based on the existing studies, concerning the tourist cross border potentials of Slovenia and Croatia, we are offering guidelines for sustainable management models. Establishing a model of resource management in the border areas assumes adequate cross-border cooperation and synergy between tourism developments. Realization of such a synergy presents a platform for creating a recognizable brand of cross-border tourist areas. The contribution of this paper reflects in the creation of guidelines for designing the model of cross-border areas, in the entire former Yugoslavia. Additional research challenges can focus on repercussions on the political and economic sphere, which are modestly evaluated in the continental territory of former Yugoslavia. Beside the economic benefits of this research, contributions are evident in an increasing interest to link with various peoples. Therefore it contributes to the political stability, as well as strengthens the regional identity, thus preserving, revitalizing, and promoting asset management in border areas. The conducted analysis is relevant in categorizations of the potential components that make up future tourism brand of the border area. The contributions of such a comprehensive approach are synergetic, affecting the economy of the entire area, even developing tourism of the wider tourist zone.

Key words:
cross-border cooperation, tourism, brand, identity

Date of abstract submission:
30.06.2012.

Number of visits:
413

Conference:
REDETE 2012

Applied paper from author