Rebranding the Kupa River and Increasing Tourist Numbers on the Boats Sofija and Juran in Sisak

Authors

Sara Radovac
Univerzitet Educons, Fakultet za projektni i inovacioni menadžment Profesor „Petar Jovanović”
Dijana Popović
Univerzitet Educons, Fakultet za projektni i inovacioni menadžment Profesor „Petar Jovanović”
Davor Jović
Univerzitet Educons, Fakultet za projektni i inovacioni menadžment Profesor „Petar Jovanović”
Rastko Čukanović
The Faculty of Business Economics and Entrepreneurship

Synopsis

Research on the promotion of the Kupa River in Sisak and the Sofija and Juran boats highlights significant potential for sustainable tourism development. Emphasis is placed on conserving natural resources and leveraging digital marketing to attract visitors. While current promotional efforts were rated positively, visibility and audience engagement can be further enhanced. The study also identified underdeveloped infrastructure along the river and on the boats, pointing to the need for improved facilities, such as cycle paths, water sports, and cultural events. Recommendations include using social media, influencer marketing, and video content to showcase the river’s beauty and ecotourism potential. Interactive applications and virtual tours could increase global visibility. Strong partnerships between local authorities, the private sector, and the community are key to ensuring sustainable development, preserving natural values, and boosting the local economy. 

Author Biographies

Sara Radovac, Univerzitet Educons, Fakultet za projektni i inovacioni menadžment Profesor „Petar Jovanović”

Beograd, Serbia. E-mail: radovac24@gmail.com

Dijana Popović, Univerzitet Educons, Fakultet za projektni i inovacioni menadžment Profesor „Petar Jovanović”

Beograd, Serbia. E-mail: popovicdijana@gmail.com

Davor Jović, Univerzitet Educons, Fakultet za projektni i inovacioni menadžment Profesor „Petar Jovanović”

Beograd, Serbia. E-mail: davorjovic04@gmail.com

Rastko Čukanović, The Faculty of Business Economics and Entrepreneurship

Beograd, Serbia. E-mail: radovac24@gmail.com

Downloads

Published

September 2, 2025

License

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

How to Cite

Radovac, S., Popović, D., Jović, D., & Čukanović, R. (2025). Rebranding the Kupa River and Increasing Tourist Numbers on the Boats Sofija and Juran in Sisak. In M. Jurakić, M. Birkiđija Sotošek, M. . Trinajstić, K. Kokot, & M. . Koščak (Eds.), Strategije za održivi i ruralni razvoj gradova Siska, Petrinje i Hrvatske Kostajnice i općina Majur i Topusko (pp. 41-56). University of Maribor Press. https://doi.org/10.18690/um.ft.3.2025.2