Att återskapa en turistdestination på ruiner av krig : En studie om Belgrads destinationsimage, branding och utveckling ur ett aktör- och turistperspektiv

Sammanfattning: The aim of this study is to examine how Belgrade as a tourist destination was affected by previous political disorder during the 1990’s on the query of destination image, destination branding and destination development. The research also discussed how different actors in the public and private sectors work on the issue and how international tourists’ perspectives look like in relation to this topic. A qualitative method was applied through semi-structured and structured interviews with three actors within tourism sector, one from the public sector, and further 15 interviews with international tourists. The study's results show that Belgrade, as a tourist destination, was mainly affected by the civil war in the 1990’s. The war created a negative destination image, undefined destination branding and a non-sustainable destination development. The following led to, reduced number of incoming tourists and economic stagnation, which resulted in a lack of resources to invest in destination development. It created a negative destination image in a global aspect, and in addition to that international tourists usually associated Belgrade with insecurity and political instability. However, tourism started to increase following the new political regime approximately 10 years ago, when major efforts were made by both international and national investors. Accordingly, actors within various private and public sectors are involved in expanding tourism products, increasing marketing efforts and placing the destination on an international tourism market.