Title: Audio management in the development and branding of Krk Island

Authors: Christian Stipanović; Diana Grgurić; Nataša Jurina

Addresses: Faculty of Tourism and Hospitality Management, University of Rijeka, Primorska 42, 51410 Opatija, Croatia ' Faculty of Humanities and Social Sciences, University of Rijeka, Sveučilišna avenija 4, 51000 Rijeka, Croatia ' City of Krk Tourist Board, Vela placa 1/1, 51500 Krk, Croatia

Abstract: The paper studies music as an essential element of both the tourism offering and promotion in branding the destination and making it distinctive. Theoretical determinants are based on a multi-disciplinary approach to studying the research subject and build upon the recent literature. To analyse the current state and actively create the future of the audio offering and promotion of Krk Island, applied research was conducted based on a survey of stakeholders and destination managers, a study of the acoustic quality of a music concert and the proposals of the authors based on the scientific literature. An audio management model that incorporates the valorisation of sound and music within a soundscape approach, as well business operations within the framework of a tourism product club as a new collaborative way of doing business, is put forward to facilitate the development of audio products aimed at ensuring a one-of-a-kind tourist experience as well as profit multiplication.

Keywords: music; tourism policy; soundscape; audio management; acoustic quality; acoustic design; Krk Island; development concept; development; branding; tourism product club; innovation.

DOI: 10.1504/IJTP.2018.098933

International Journal of Tourism Policy, 2018 Vol.8 No.4, pp.319 - 336

Received: 02 Jan 2018
Accepted: 08 Dec 2018
Published online: 09 Apr 2019 *

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