ABSTRACT While not necessarily actual in the contemporary administrative divisions, vernacular regions are an integral part of regional identities. As such, they are a type of perceptual regions based solely on the inhabitants’ inner perception of a region. Vernacular regions are usually articulated through the occurrence of a region's name in various informal narratives such as labels of interest groups. The aim of the paper is to use the official online databases as a means to identify and extract interest groups such as businesses, companies and public associations with labels containing the name of Zagora region in southern Croatia. The extracted data is used to map the vernacular region and reach conclusions about the applicability of the method and the utilised data sources, as well as to find out how external perception influences regional affiliation in a traditional region without institutional frame.