The Importance of Diverse Stakeholders in Place Branding: The Case of I Feel Slovenia

Anatolia. An International Journal of Tourism and Hospitality Research, Vol. 23, No. 1, pp. 49-60, 2012

24 Pages Posted: 24 Mar 2013  

Maja Konecnik Ruzzier

University of Ljubljana - Faculty of Economics

Nusa Petek

University of Ljubljana

Abstract

One of the biggest challenges in place branding lies in the ability to include stakeholders in brand building process. This is presented in the case of Slovenia, where country brand building was approached from an identity perspective. A three-step approach was employed in order to target three different groups of internal stakeholders; opinion leaders, representatives from selected key areas and general public. Results from a quantitative study targeting 707 representatives from selected key areas are presented in the main part of the paper. Due to a strong agreement regarding brand identity elements we assume that Slovenians share a common opinion about what the brand identity elements are. On this basis, the foundations and elements of Slovenian brand identity were built.

Keywords: brand, place, stakeholders, Slovenia, I feel Slovenia

JEL Classification: M310, M370

Suggested Citation

Konecnik Ruzzier, Maja and Petek, Nusa, The Importance of Diverse Stakeholders in Place Branding: The Case of I Feel Slovenia. Anatolia. An International Journal of Tourism and Hospitality Research, Vol. 23, No. 1, pp. 49-60, 2012. Available at SSRN: https://ssrn.com/abstract=2237502

Maja Konecnik Ruzzier (Contact Author)

University of Ljubljana - Faculty of Economics ( email )

Kardeljeva ploscad 17
Ljubljana, 1000
Slovenia

Nusa Petek

University of Ljubljana ( email )

Kardeljeva ploscad 17
Ljubljana, 1000
Slovenia

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