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  

Maja Konecnik Ruzzier

University of Ljubljana - Faculty of Economics

Frank M. Go

Erasmus University Rotterdam (EUR)

Date Written: March 18, 2013

Abstract

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

Konecnik Ruzzier, Maja and Go, Frank M., Tourism Destination Brand Identity: The Case of Slovenia (March 18, 2013). Journal of Brand Management, 2008, vol. 15, no. 3, pp. 177-189. Available at SSRN: https://ssrn.com/abstract=2234878

Maja Konecnik Ruzzier (Contact Author)

University of Ljubljana - Faculty of Economics ( email )

Kardeljeva ploscad 17
Ljubljana, 1000
Slovenia

Frank M. Go

Erasmus University Rotterdam (EUR) ( email )

Burgemeester Oudlaan 50
3000 DR Rotterdam, Zuid-Holland 3062PA
Netherlands

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