Slovenia as a Tourism Destination: Differences in Image Evaluations Perceived by Tourism Representatives from Closer and More Distant Markets
Economic and Business Review, 2005, Vol. 7, No. 3, pp. 261-282
22 Pages Posted: 18 Mar 2013
Date Written: March 17, 2013
The paper explores the complex nature of the destination image concept and investigates the image of Slovenia as a tourism destination perceived by the tourism representatives. Specifically it investigates the differences in proposed components of Slovenia’s image perceptions between respondents from closer and more distant markets. Although the overall Slovenia’s image does not differentiate between investigated groups of respondents, significant differences appear in perceptual/cognitive and affective image attributes. Drawn from the results the author suggested some practical implications for Slovenia’s destination marketing strategies on foreign markets. The author argues, that destination managers and marketers should consider the important role of the destination image, but that at the same time also bear in mind the destination identity, as the concept created by the brand owner. Consequently, destination marketing strategies should aim to achieve an image transfer that is based on a destination’s identity.
Keywords: destination image, image of Slovenia as a tourism destination, destination brand, marketing strategies, tourism representatives
JEL Classification: M31, M39
Suggested Citation: Suggested Citation