The intangible heritage of the town of Ogulin is based upon legends passed down from generation to generation. Besides, the stories written by Ivana Brlić-Mažuranić, a famous Croatian female writer born in Ogulin in 1874, were inspired by the magical countryside around the town of Ogulin and even today, they are a part of the town’s identity. In order to keep the town of Ogulin’s recognition based upon its rich intangible heritage, it is very important to invest in its preservation by creating innovative and creative tourist products. The current tourist cultural attractions of the town of Ogulin (Ivana's House of Fairy Tales and Ogulin Fairy Tale Festival) are interesting for all visitors, but their quality, creativity and the very experience economy all depend on key stakeholders of the destination management. On the basis of set goals and hypotheses, this research paper will present the advantages and disadvantages of the image of the town of Ogulin, with the help of primary and secondary data. Interviewing 10 key stakeholders, the paper will show how intangible heritage influences the town of Ogulin’s recognition, as well as what is important to change in order to enhance the tourist assets based upon oral tradition. According to the results of the research, all key stakeholders agree that preserving of the intangible heritage is extremely important for the town of Ogulin, and they find it necessary to invest even more in order to enhance the image of the town. Ivana's House of Fairy Tales and Ogulin Fairy Tale Festival contribute to the recognition of the town, which is admitted by all of the stakeholders of the destination management, but, according to the results, it is important to find a professional way in which this town will be an attractive tourist destination during the whole year. In the end of the research paper, there is a suggestion for building a family hotel ‘’Regoč’’ which would, according to the author’s opinion, contribute to the development of the town’s image in a creative and innovative way.