Cultural identity as a foundation for branding the tourism region of Southeast Serbia

Abstract

This paper investigates the role of cultural identity as a foundation dimension in the branding of a proposed Tourism region of Southeast Serbia. Drawing on theoretical frameworks of destination branding, place identity and cultural heritage, the study employs a survey of local tourism organizations in the region to assess their perceptions of local cultural values, current promotional practices, and readiness for regional brand co-creation, with the main aim to examine how they recognize and employ their cultural identity as a foundation for regional branding. The findings reveal how distinct tangible and intangible cultural assets (such as gastronomy, music, craftsmanship, historical narratives) can be integrated into a cohesive brand narrative, and highlight organizational factors that is either facilitate or hinder the branding process (e.g. inter-organizational cooperation, community engagement, resource availability). The study argues that cultural identity is a key driver of regional branding in Southeast Serbia, and concludes with required recommendations for a strategic branding framework tailored to this region, emphasizing stakeholder collaboration, cultural authenticity, and sustainable development. The research contributes both to academic literature on destination branding and to the practical agenda of regional tourism development in Serbia.