255 GRADSKI TURIZAM U FUNKCIJI DESTINACIJSKOG BRENDIRANJA CITY TOURISM FOR THE DESTINATION BRANDING Dejan Dašić, Jelica Stamenković Visoka škola Akademija za poslovnu ekonomiju, Čačak Aleksandar Damnjanović Fakultet za internacionalni inženjerski menadžment, Beograd Josip Đurašković Fakultet za poslovni industrijski menadžment, Beograd Rezime: Globalno tržište za brendiranje mesta nikada nije bilo konkurentnije. Mesta, kako već afirmisana, tako i nova su pod povećanim pritiskom da privuku i zadrže stanovnike, turiste i investitore na tržište ubrzane globalizacije i fragmentacije. Potražnja za najefikasnijim mestom za izgrađivanje brend strategije nikada nije bila veća, a za mnoga mesta sa ograničenom količinom resursa, težak izbor mora biti koju brend strategiju izabrati za implementaciju. Gradski turizam je oblik kulturnog turizma koji naglo oživljava i u ctalnom je ractu, ali ce još uvek relativno malo ictražuje i određuje kao poceban oblik turizma, pa još nije poznato koliki ce cegment tržišta odnoci na gradski turizam. Ključne reči: Destinacija, gradski turizam, brend, turizam. Summary: The locality or place can be branded as a product, service, person, company or event. Cities, regions, states, nations and even entire continents are actively compete by promoting, through a variety of integrated marketing communication channels, with only one goal: to develop a positive association to a particular destination, the in order to be visited. Road traffic has become one of the major factors in the life of modern society community, and its level of development, one of the measures of its economic activity. The need for rapid, accurate and comfortable transporting people around the world and within their destination requires infrastructure support . Many authors in the field of destination branding present various methods to evaluate the possibilities of certain cities to be branded. In essence, these methods do not differ much and are reduced to the following segments: infrastructure development (Road, rail, waterway and air transport), rich historical heritage, natural environment, education, cultural and sports facilities, urban infrastructure and municipal environmental conditions etc. Key words: Destination, city tourism, brand, tourism.