The Bohinjsko/From Bohinj brand is a collective brand for products and services with recognised geographical origin from Bohinj, which are characterised by high quality and a clear sustainable component. They are developed, linked and commonly promoted under this brand.
The Bohinjsko/From Bohinj brand is not only an exposed brand that characterises certain products but it is a concept of COMBINING the local economy and stimulating its local population to preserve traditional knowledge and to engage in ENTREPRENEURIAL CHALLENGES thus STIMULATING THE LOCAL ECONOMY.
The Bohinjsko/From Bohinj concept is founded on 4 pillars, via which the Tourism Bohinj as the umbrella destination management organisation aims to increase the quality, extend the offer and develop diverse products that originate in the local tradition as well as strives to successfully launch them on the market.
With counselling services and a clearly determined strategy of the tourist area development, it stimulates the local population to develop new entrepreneurial ideas and offers them professional support in the realisation.
It certifies products, harvest, dishes, services, experiences based on clearly determined rules, which with the acquired quality certificate under the name Bohinjsko/From Bohinj ensure geographical origin and high quality. The recipients of certificates are linked and encouraged to design related products, to develop marketing and product networks.
The holders of traditional knowledge are therefore connected with major industrial producers in the local environment and the concept assumes the role of the economic exchange accelerator. It offers access to buyers and opens new distribution channels, at the same time, it provides new and inter-sectoral contents, thus increasing the attractiveness of the basic tourist product.
Bohinjsko/From Bohinj is an extensively comprehensive, integrating and sustainability-oriented inter-sectoral approach to developing products and services that search for inspiration in heritage and address the modern buyer, visitor as well as the local population.
CERTIFICATION of products, harvest, dishes and experiences under the Bohinjsko/From Bohinj brand = Bohinjsko/From Bohinj as a brand that ensures geographical origin and high quality
LINKING STAKEHOLDERS AND DESIGNING RELATED products, harvest, dishes and experiences under the Bohinjsko/From Bohinj brand; Bohinjsko/From Bohinj as a connecting and developmental platform
PROMOTION AND SALES of products, produce, dishes and experiences under the Bohinjsko/From Bohinj brand; Bohinjsko/From Bohinj as a marketing and sales platform
COORDINATION BY TOURISM BOHINJ as the umbrella destination management organisation with its own Bohinj Quality Centre
1. Enhance quality
2. Connect offer
3. Provide products, harvest, dishes and experiences with a traditional notion and story – they must be successfully launched on the market
Criteria 1: IMPACT ON THE COMMUNITY
The fundamental essence of the concept and the Bohinjsko/From Bohinj brand is to connect the local economy and to stimulate local population to preserve tradition, to live in symbiosis with nature and the social environment as well as to strive for creative entrepreneurship. According to the principles of inter-sectoral collaboration, it strives for an innovative and strategic development of the local economy and consequently of the tourist region.
The local population represents the pillar of the Bohinjsko/From Bohinj concept. The brand offers them freedom at their work and offers its own platform which they can use and learn in order to grow.
Tourism Bohinj organisation facilitates the possibility to acquire the Bohinjsko/From Bohinj brand, thus stimulating the local population to apply and it offers the entire service range in the development of the basic idea/product. It assists people to create and make a good, innovative product that is interesting from the aspect of the destination and bases on local resources, tradition, heritage and the story itself.
It utilises the comprehensive approach and not just the certification (quality system) of products. It focuses on establishing partnerships, inter-sectoral collaboration, the promotion of new entrepreneurial ideas and the guidance of the development of new products and services.
The certification system is arranged in such way that the products which acquire the certificate, must contain a high share of local ingredients and this stipulates the use of local ingredients and consequently the commercial exchange in the region. It ensures a common graphic identity and marketing channels to holders of certificates.
This is a model used by the local population to realise and utilise their business ideas – which they might in other case not have managed to do because of their lack of knowledge, promotion and distribution channels or merely because they do not have an idea or the will to realise it. This is not an individual and limited project but an extensive platform that offers professional and connecting support, as well as enables marketing, promotion and distribution via diverse channels.
Criteria 2 : INSPIRING AND EXEMPLARY
We have realised the best practice case under the Bohinjsko/From Bohinj brand. It promotes economic development and market as well as product networks throught inter-sectoral collaboration between what seem incompatible sectors (furniture industry, creativity industry, tourist facilities, public institution for tourist destination promotion) and includes social responsibility to the cultural heritage of the local environment.
It enhances mutual promotion and the sales of the destination, destination tourist offer (hospitality and accommodation) as well as the production sector, it also proves that the inter-sectoral collaboration business model is the key to economic growth.
The best practice case realisation combined the marketing and product network of the following entities: Tourism Bohinj, LIP Pohištvo d.o.o. (furniture producer) and Bohinj Eco Park Hotel.
The objective of the project was to develop a high quality product that will become a serial product, and to display it in a business suite (95 m2) of the eco hotel.
Tourism Bohinj organisation (Quality Centre) took over the coordination role and made contacts with the designers, it also managed the project from the idea to realisation.
The “Lore” furniture line was designed within the scope of the project, which was based on local heritage and made from local wood. It was displayed in the business suite (95 m2) of the eco hotel and the interior was additionally equipped with certified products of local craftsmen.
The business suite therefore became an exhibition room with high quality products from Bohinj, an example of how it is possible to furnish tourist accommodation and a business suite where you can experience the quality of living in the local atmosphere.
This project established new marketing and product networks and is a best practice case that bases on concrete facts and measured success.
Criteria 3 : CONTRIBUTION TO SUSTAINABILITY
The fundamental identity of everything that is being designed under the collective Bohinjsko/From Bohinj brand, bases on sustainable principles and incorporates all three pillars of sustainable development:
× ENVIRONMENTAL: The emphasised concern for the natural environment (promotes the development of products that have a positive impact on reducing negative environmental impacts);
× SOCIAL: The respect and preservation of the traditional and authentic features in Bohinj; this is a pillar of sustainable development that enables the maximum diversity of products and services as well as major innovation.
× ECONOMIC: Stimulating the local economy to implement entrepreneurial challenges, develop new ideas, combine the promotion and sales under a common brand as well as achieve greater added value, increase sales and income that remains in the local environment, since the income is made by the locals (local people and companies). The effects remain in the local environment, since the concept entails working with the local producers and providers of products and services.
× LOCALLY PRODUCED/PROCESSED: The products that acquire the Bohinjsko/From Bohinj quality certificate, ensure geographical origin and high quality. The products must contain from 30 to 90% of components of local origin. In this way, we have encouraged hospitality services providers to use locally produced ingredients and individual producers to use materials of local origin.