Natural and protected environments with authentic widespread traditional construction have become one of the fundamental touristic resources. Traditional architecture is a very crucial part of collective cultural heritage. Although it is ample and widespread, only since recent times it has been given its economical value as well as it has been included in tourism. According to the context above, authors have come up with a hypothesis stating that with implying branding of traditional

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... al heritage, a positive influence on enrichment of touristic offerings of certain destination will be achieved. The authors defend and fulfill their hypothesis by analyzing different research on the example of rural destinations in Istria.