![\"Dusan](\"https://www.seebtm.com/wp-content/uploads/DusanBorovcanin.jpg\" "\\"Dusan")
Master of Economy,
Teaching Assistant at Singidunum University
Simply said, branding a country is far more complex than branding a certain product or a service. This already complex task is additionally complicated if a country has suffered from some of the very well \u2013 known crises which affect overall tourism activities. Crises can appear in many different forms \u2013 the question is, how to rebuild the reputation of a country
\nthat has suffered from crises? Some countries have tried to build their international image as a perfect place for foreign investments such as the UAE or Qatar. However, unlike other crises that affect country\u2019s image, it is civil conflicts that tend to have long-term consequences for the national brand. The real question is how we can rebuild its image and improve the perception of foreign visitors.
However, a study recently done by Dr Rob Davidson, one of the most distinguished professors and consultants in MICE industry who recently received a Lifetime Achievement Award at IBTM in Barcelona, and our young academic Dusan Borovcanin from Singidunum
\nUniversity reveals that congress tourism can be part of the solution for improving the image of Belgrade and Serbia as tourism destination. The study involved people who visited Serbia for the first time, and whose primary motivation was to take part in a business event. As it is well-known, business travelers are not the ones who decide which destination they will visit. Usually, it is the organizers of the event that do so.
![\"\"](\"https://www.seebtm.com/wp-content/uploads/grafik-3.jpg\")
For that very reason, the authors of this study were interested in learning what was the perception of participants at business events before they came to Serbia for the first time and comparing it with their perceptions after attending their congress and experiencing
\nthe destination for themselves. The results of the study presented at the annual conference of ATLAS (Association for Tourism and Leisure Education) reveal that the image of Serbia as a conflict destination still exists to some extent. The main source of this perception are mass media such as TV, newspapers and internet.
However, what is encouraging is that the perception of foreign travelers has changed dramatically from the moment they visit the country for the first time. The most dominant factor that affects their perception are \u201cpeople\u201d as they claim, i.e. local population whose friendliness and warmth breaks down the myths of Serbia as a warlike nation. Although \u201cpeople\u201d are on top of the list, they are closely followed by factors such as \u201cgastronomy\u201d and \u201cnice climate\u201d,
\nas well as price competitiveness.
![\"\"](\"https://www.seebtm.com/wp-content/uploads/grafik-4.jpg\")
One of the significant findings is that business travelers, after they had visited the country for business purposes, showed a significant intent to visit Serbia again, only this time for leisure purposes. This research demonstrates the image-changing power of the congress industry. Besides direct and indirect economic impacts it leaves on the country\u2019s economy, the congress industry significantly contributes to the improvement of the international perception of Serbia as a nation. The conclusion from this research is perfectly aligned with the actual trend of business tourism in Serbia. Belgrade jumped from 120th to 51st position on the ICCA (International Congress and Convention Association) list from 2008 \u2013 2016 and Serbia as a country moved from 55th to 48th place internationally, as well.
\nThis shows that Belgrade and Serbia are rising on the international market as a new, interesting and inspirational destination that can meet the needs of highly demanding business travelers. Finally, it is evident that, as a country, we are earning significantly from congress
\ntourism, but can we use congress industry as one of the key factors for positively branding our country? The authors of this study are certain we can.
Dusan Borovcanin,
\nMaster of Economy,
\nTeaching Assistant at Singidunum University
Dr Rob Davidson,
\nManaging Director at MICE Knowledge
The post Congress Tourism Improves the International Reputation of Serbia appeared first on SEE Business travel & meetings magazine.
\n", "content_text": "Country and destination branding is the topic that has been attracting interest from tourism professionals for years. Nevertheless, after much research written on this matter we can conclude that there is no universal formula that could be applied in all cases.\nDusan Borovcanin, Master of Economy, Teaching Assistant at Singidunum University\nSimply said, branding a country is far more complex than branding a certain product or a service. This already complex task is additionally complicated if a country has suffered from some of the very well \u2013 known crises which affect overall tourism activities. Crises can appear in many different forms \u2013 the question is, how to rebuild the reputation of a country\nthat has suffered from crises? Some countries have tried to build their international image as a perfect place for foreign investments such as the UAE or Qatar. However, unlike other crises that affect country\u2019s image, it is civil conflicts that tend to have long-term consequences for the national brand. The real question is how we can rebuild its image and improve the perception of foreign visitors. \nHowever, a study recently done by Dr Rob Davidson, one of the most distinguished professors and consultants in MICE industry who recently received a Lifetime Achievement Award at IBTM in Barcelona, and our young academic Dusan Borovcanin from Singidunum\nUniversity reveals that congress tourism can be part of the solution for improving the image of Belgrade and Serbia as tourism destination. The study involved people who visited Serbia for the first time, and whose primary motivation was to take part in a business event. As it is well-known, business travelers are not the ones who decide which destination they will visit. Usually, it is the organizers of the event that do so.\n\nFor that very reason, the authors of this study were interested in learning what was the perception of participants at business events before they came to Serbia for the first time and comparing it with their perceptions after attending their congress and experiencing\nthe destination for themselves. The results of the study presented at the annual conference of ATLAS (Association for Tourism and Leisure Education) reveal that the image of Serbia as a conflict destination still exists to some extent. The main source of this perception are mass media such as TV, newspapers and internet.\nHowever, what is encouraging is that the perception of foreign travelers has changed dramatically from the moment they visit the country for the first time. The most dominant factor that affects their perception are \u201cpeople\u201d as they claim, i.e. local population whose friendliness and warmth breaks down the myths of Serbia as a warlike nation. Although \u201cpeople\u201d are on top of the list, they are closely followed by factors such as \u201cgastronomy\u201d and \u201cnice climate\u201d,\nas well as price competitiveness.\n\nOne of the significant findings is that business travelers, after they had visited the country for business purposes, showed a significant intent to visit Serbia again, only this time for leisure purposes. This research demonstrates the image-changing power of the congress industry. Besides direct and indirect economic impacts it leaves on the country\u2019s economy, the congress industry significantly contributes to the improvement of the international perception of Serbia as a nation. The conclusion from this research is perfectly aligned with the actual trend of business tourism in Serbia. Belgrade jumped from 120th to 51st position on the ICCA (International Congress and Convention Association) list from 2008 \u2013 2016 and Serbia as a country moved from 55th to 48th place internationally, as well.\nThis shows that Belgrade and Serbia are rising on the international market as a new, interesting and inspirational destination that can meet the needs of highly demanding business travelers. Finally, it is evident that, as a country, we are earning significantly from congress\ntourism, but can we use congress industry as one of the key factors for positively branding our country? The authors of this study are certain we can.\nDusan Borovcanin,\nMaster of Economy,\nTeaching Assistant at Singidunum University\nDr Rob Davidson,\nManaging Director at MICE Knowledge\nThe post Congress Tourism Improves the International Reputation of Serbia appeared first on SEE Business travel & meetings magazine.", "date_published": "2018-05-15T16:14:53+02:00", "date_modified": "2018-05-15T16:14:53+02:00", "author": { "name": "Milica Novak", "url": "https://www.seebtm.com/en/author/milicanovak/", "avatar": "https://www.seebtm.com/wp-content/uploads/Milica-Novak.jpg" }, "image": "https://www.seebtm.com/wp-content/uploads/Borovcanin-2.jpg", "tags": [ "congress tourism", "research", "rob davidson", "serbia", "study", "RESEARCH" ] }, { "id": "https://www.seebtm.com/en/i-study-therefore-i-exist/", "url": "https://www.seebtm.com/en/i-study-therefore-i-exist/", "title": "I STUDY, THEREFORE I EXIST.", "content_html": "![\"Keep](\"https://www.seebtm.com/wp-content/uploads/Keep-educating-yourself.jpg\" "\\"Keep")
We live in the time of digitalization and globalization. Everything, or almost everything can be found on the internet nowadays; via the mobile phone or the computer, we can read the news, pay for the parking, we can \u201cspend the time together\u201c through the social networks, we can purchase, share and access various contents, we can comment, criticize, praise; we have the possibility, although it is gradually becoming the necessity, to get informed about the current events from the most diverse fields of life. Whatever cannot be found on the web has neither happened nor does it exist. The technology is developing very rapidly, and it has become, whether we like it or not, the integral part of our everyday lives.
All above mentioned results in the rapid share of information, and consequently, in the increase of scope and width of knowledge that we need to have in order to follow the trends, changes and events, and in order to stay in the course of events and to be competitive.
\nThe process of production, the system of services, the know-how, the ![\"Adult](\"https://www.seebtm.com/wp-content/uploads/Adult-Online-Education.jpg\" "\\"Adult")
strategy of sales, the medical approach and treatment methods, absolutely everything that might have been current and innovative some time ago, has now, perhaps, already become out of date.
The success of the company is constructed by its employees. We have already heard that. On the other hand, working people can only be successful if they meet changes, as different to those that avoid changes or refuse to see them. \u201cOut of date\u201d is a description that could have been tolerated 10 or more years ago, but which is nowadays impermissible and equal to the statement \u201cI do not exist\u201d.
\nSuccessful companies invest into knowledge and motivation of their employees, just like such employees, in order to become successful and needed, invest their time and efforts into expansion of their knowledge and personal development. Trainings, practical classes, and seminars are the integral part of their job.
\n![\"Never](\"https://www.seebtm.com/wp-content/uploads/Never-stop-learning.jpg\" "\\"Never")
\u201cThere is always something new to learn. The day you stop learning is the day you stop living. We should all pick up new skills, ideas, viewpoints and ways of working every day.\u201d Richard Branson
The market is full of labour force with similar qualifications. Average people work within the patterns and within the established procedures. The difference is made by those that use their knowledge, abilities and information on their disposal to suggest the changes, new activities and who influence the improvement of the system they belong to.
\n\nThe post I STUDY, THEREFORE I EXIST. appeared first on SEE Business travel & meetings magazine.
\n", "content_text": "We live in the time of digitalization and globalization. Everything, or almost everything can be found on the internet nowadays; via the mobile phone or the computer, we can read the news, pay for the parking, we can \u201cspend the time together\u201c through the social networks, we can purchase, share and access various contents, we can comment, criticize, praise; we have the possibility, although it is gradually becoming the necessity, to get informed about the current events from the most diverse fields of life. Whatever cannot be found on the web has neither happened nor does it exist. The technology is developing very rapidly, and it has become, whether we like it or not, the integral part of our everyday lives.\nAll above mentioned results in the rapid share of information, and consequently, in the increase of scope and width of knowledge that we need to have in order to follow the trends, changes and events, and in order to stay in the course of events and to be competitive.\nThe process of production, the system of services, the know-how, the strategy of sales, the medical approach and treatment methods, absolutely everything that might have been current and innovative some time ago, has now, perhaps, already become out of date.\nThe success of the company is constructed by its employees. We have already heard that. On the other hand, working people can only be successful if they meet changes, as different to those that avoid changes or refuse to see them. \u201cOut of date\u201d is a description that could have been tolerated 10 or more years ago, but which is nowadays impermissible and equal to the statement \u201cI do not exist\u201d.\nSuccessful companies invest into knowledge and motivation of their employees, just like such employees, in order to become successful and needed, invest their time and efforts into expansion of their knowledge and personal development. Trainings, practical classes, and seminars are the integral part of their job.\n\u201cThere is always something new to learn. The day you stop learning is the day you stop living. We should all pick up new skills, ideas, viewpoints and ways of working every day.\u201d Richard Branson \nThe market is full of labour force with similar qualifications. Average people work within the patterns and within the established procedures. The difference is made by those that use their knowledge, abilities and information on their disposal to suggest the changes, new activities and who influence the improvement of the system they belong to.\nM.M.\nThe post I STUDY, THEREFORE I EXIST. appeared first on SEE Business travel & meetings magazine.", "date_published": "2013-05-09T14:07:24+02:00", "date_modified": "2015-04-01T11:04:09+02:00", "author": { "name": "Miona Milic", "url": "https://www.seebtm.com/en/author/miona/", "avatar": "https://www.seebtm.com/wp-content/uploads/IMG-20240224-WA0003-e1728981138373.jpg" }, "image": "https://www.seebtm.com/wp-content/uploads/Adult-Online-Education.jpg", "tags": [ "change", "knowledge", "study", "Hot topics" ] } ] }