Call for papers


Finding a Common Denominator: Communication, Tourism, Culture and Brand

Edward Bernays University College, Zagreb, 10 and 11 May 2019


Conference topic:

Creating your own nation brand that provides a key competitive advantage in relation to other countries is one of the advantages of contemporary times for communications and tourism experts. While placed in front of communications experts is the serious challenge of how to present on the international market all of the elements and constituents of a national brand, placed in front of tourism employees is the challenge of how to take advantage of the nation brand to raise the competitiveness of the tourist offer. Namely, nation brands attract foreign tourists, investors, alluring cultural and sports events, help with product exports, and have an easier time succeeding in international political relations. Therefore, managing one’s own identity and image, i.e. nation branding, has become a key tool for countries in the 21st century. The nation branding process encroaches on the very essence of national identity. Consequently, each country that strives to become a brand must have a clear and conscious identity, must know what makes it special and what it can offer the world, and must make conscious its cultural, natural, human and other resources. The national identity is a phenomenon that is more alive today than ever because successful countries have realised that, in the international, globalised market, it is precisely this aspect that can give them a comparative advantage in the battle against competition. Namely, consumers, when they are not familiar with the specific qualities of a certain product, begin assessing it through the image of the country of origin. Therefore, successful countries contribute a part of their national identity to their products. However, in doing so, the following three questions arise:

  • What is the foundation for building the nation brand of some country and how to present it to the world?
  • How to create and use the nation brand in the context of promoting the tourist offer, affecting safety, political, economic and social stability, as well as demographic trends and development potentials?
  • How should countries communicate or position themselves in the international market to present themselves as a strong and internationally recognisable brand?
  • Are international marketing campaigns, promotional spots and creative videos enough for the quality presentation of a country?
  • How do individual and team sports successes, tourist offer or historical heritage affect the forming of a positive perception of some country within the global framework and how permanent is that perception?

Answers to the previously posed questions can be found in an interdisciplinary approach that, as a scientific basis and explanation, offers a symbiosis of anthropology, sociology, psychology, communication studies, political science, economics, marketing and ecology. A combination of the knowledge from all of the stated disciplines leads to a quality step forward and to the creation of a broader knowledge of the entire complexity of elements that compose national identity, and they are, among other things, historical heritage, values, features and behaviours of people, natural beauties, tangible and intangible cultural heritage, way of life, recognisability of great individuals, symbols and souvenirs, gastronomy, sports successes, industrial products, tourism offer and so on. Given the interdisciplinary nature of the conference topic, the following is an overview of related topics suitable for quality scientific discussion:

  • Nation branding, branding and promotion of tourist destinations;
  • Special forms of tourism as a comparative advantage in forming the image of a destination;
  • Tourist destination marketing and international marketing features;
  • Role of public relations in the building of a national brand;
  • Storytelling, imagineering and place-making as key techniques for the building of a nation brand;
  • Experiences of other countries in branding and promotional communication;
  • Psychology in tourism and role of people in presenting the tourism offer;
  • Authentic national art as a promotional tool;
  • Importance of intangible heritage in the building of the image and identity of a country;
  • Cinematography and film as a powerful tool for achieving psychological and promotional effects.

With the objective of gathering a broad interdisciplinary group of scientists, the third edition of the Communication Management Forum 2019 conference has the goal of finding a common denominator and the connection between the terms communication, tourism, national culture and brand, as well as to provide an answer to the question of the extent to which communication is truly a key factor in establishing a nation brand, how to use one’s own advantages to strengthen a country’s image and to enhance its promotion throughout the world. Consequently, we invite scientists, researchers, as well as PhD students to submit presentations on the stated topics. Also taken into consideration will be papers that are not closely related to the conference topic itself. A separate session will be organised for such papers.


Abstract submission:

The papers submitted for the conference must be based on current and original author research. In the paper abstract, from 300 to 500 words long, it is necessary to emphasise the objective and purpose of the paper, the clear methodology, the key results, as well as the practical application and the social importance of the paper itself. Along with the abstract, it is also necessary to include data on the author (academic rank, institution, address, telephone number, email). One paper can be submitted by a maximum of three authors. Paper abstracts must be submitted by 20 February 2019 to the address


Official conference languages: 

English and Croatian (the first day of the conference will be held exclusively in English, while on the second day of the conference, a combination of both languages will be possible).


Publication of conference papers: 

Reviewed conference papers will be published in the bilingual conference proceedings at the end of 2019. The article must be written in the Latin script, in English or Croatian, and must consist of 5000 to 6000 words (Font Times New Roman, 12 pt, 1.5 line spacing). Detailed instructions are available at Papers with the best reviews will be published in a special edition of the academic journal Communication Management Review.


Invitation to students in undergraduate and graduate study programmes:

In order to involve, in this current social topic, students from the stated academic disciplines, and to enable young people to scientifically develop and improve, as well as to contribute to the conference topic, as part of the conference, we will organise a special session that will be dedicated to student presentations. One paper can be submitted by a maximum of three students (not necessarily from same higher education institution), whereby one student cannot submit more than one paper. The best student papers will be rewarded. Students do not have to pay the conference fee.


Key dates:

• Abstract submission: 20 February 2019

• Confirmation of acceptance of abstract and presentation: 1 March 2019

• Full paper submission: 1 September 2019

• Publication of conference proceedings: up to end of calendar year 2019



Dr. sc. Lana Ciboci, President of Conference Organisation Committee


M: +385 91 466 96 59