Tourism Destination Brand Identity: The Case of Slovenia
Journal of Brand Management, 2008, vol. 15, no. 3, pp. 177-189
13 Pages Posted: 18 Mar 2013
Date Written: March 18, 2013
This paper explores the concept of tourism destination brand identity from the supply-side perspective, in contrast to those studies which have focused on the demand-driven, tourists’ perceived tourism destination brand image. Both researchers and practitioners have concluded that an analysis of the branding concept from both the identity and perceived-image perspective is essential and should be intertwined, where appropriate. However, this study argues that investigations of tourism destination branding have primarily been conducted from a perceived-image perspective. Therefore, the dearth of studies offering an insight into the supply-side perspective may lead to an unbalanced view, misunderstandings and oversights concerning the possibilities and limitations of tourism destination branding. It introduces a theoretical framework designed to analyse tourism destination identity, particularly for the case study of Slovenia.
Keywords: brand identity, brand concept, Slovenia, tourism destination branding, perception
JEL Classification: M31, M39
Suggested Citation: Suggested Citation