Evaluating Slovenia’s Image as a Tourism Destination: Self-Analysis Process Towards Building a Destination Brand

Abstract

The paper points out the importance of evaluating the image of a destination. The author clearly emphasises the role of identity in management branding and treats the process of image evaluation as a self-analysis process leading towards building a strong destination brand. This process is even more important for young countries like Slovenia. Slovenia’s general image as seen by tourist experts is evaluated, especially the perceptual/cognitive component. Possible image factors are presented and reasonable suggestions for marketing actions in line with new trends on the demand side are offered. The emphasis is on the active component, involving different types of activities offered to foreign tourists in the mountain areas and the participation of Slovenian people in living and sharing the destination brand.