Green Mediterranean Branding: A Qualitative Study on Istria’s Destination Identity and Tourist Perceptions
Green Mediterranean Branding: A Qualitative Study on Istria’s Destination Identity and Tourist Perceptions

Author(s): Matea Hanžek, Gordi Sušić
Subject(s): Social Sciences
Published by: Udruženje ekonomista i menadžera Balkana
Keywords: Istria; Destination branding; Croatia; Qualitative research; Tourism marketing; Sustainable tourism; Green Mediterranean
Summary/Abstract: This chapter examines the branding of Istria as a “Green Mediterranean” destination through a qualitative study involving focus groups with international and domestic tourists. The research explores tourists’ perceptions of Istria’s brand identity, key motivations for visiting, and the effectiveness of current promotional strategies. Findings suggest that Istria is widely perceived as an authentic Mediterranean escape with a unique green, sustainable appeal, often compared to Tuscany, with strong associations with gastronomy, nature, and cultural heritage. Culinary and wine experiences were highlighted as key attractions, while challenges such as seasonality, decreased affordability for certain tourist segments, and transportation limitations were noted. The study also reveals that younger travelers predominantly discover Istria through social media and digital influencers, rather than traditional branding campaigns. These insights emphasize the need for an adaptive branding approach that leverages experiential marketing and digital storytelling to enhance Istria’s global positioning as a premium “Green Mediterranean” destination.

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