Journal ArticleDOI
Evaluating Slovenia's image as a tourism destination: A self-analysis process towards building a destination brand
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In this article, the importance of identity in branding is discussed and the process of image evaluation as a self-analysis process leading towards building a strong destination brand is considered, and suggestions for marketing actions in line with new trends on the demand side are offered.Abstract:
This paper points out the importance of evaluating the image of a destination. The importance of the role of identity in branding is discussed and the process of image evaluation as a self-analysis process leading towards building a strong destination brand is considered. Image evaluation is even more important for young countries like Slovenia. Slovenia's general image — especially the perceptual/cognitive component — as seen by tourist experts, is evaluated. Possible image factors are presented and suggestions for marketing actions in line with new trends on the demand side are offered. The emphasis is on the active component, including the 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.read more
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Customer-Based Brand Equity for a Destination
TL;DR: In this paper, the authors introduce the concept of customer-based brand equity and apply it to a tourism destination brand, which complements previous research findings on tourism destination's evaluation from the customer's perspective.
Journal ArticleDOI
Customer-based brand equity for a destination
Maja Konecnik,William C. Gartner +1 more
TL;DR: In this paper, the concept of customer-based brand equity was introduced and applied to a destination and the concept was tested on two Slovenian markets and the results reveal that brand equity differed between the markets according to their evaluation of brand dimensions.
Destination marketing organizations and destination marketing : a narrative analysis of the literature
Steven Pike,Stephen J. Page +1 more
TL;DR: In this article, the authors present the first narrative analysis of the areas of research that have developed within the destination marketing field since its commencement in 1973 and address a number of themes including nomenclature and the Destination Marketing Organisation (DMO), the evolution of destination marketing literature, competitiveness as the DMO reason d'etre, and DMO effectiveness.
Journal ArticleDOI
Destination Marketing Organizations and destination marketing: a narrative analysis of the literature.
Steven Pike,Stephen J. Page +1 more
TL;DR: The Accepted Manuscript version of the following article is available online via DOI: https://doi.tourman.2013.09.009 as mentioned in this paper, and the final, definitive version of Record is available on the Web site.
Journal ArticleDOI
Destination brand positions of a competitive set of near-home destinations
TL;DR: The authors report the results of an investigation of brand equity tracking for a competitive set of destinations in Queensland, Australia between 2003 and 2007, finding that there was no change in brand positions for any of the five destinations over the four year period.
References
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Multivariate data analysis
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Conceptualizing, measuring, and managing customer-based brand equity
TL;DR: In this article, a conceptual model of brand equity from the perspective of the individual consumer is presented, which is defined as the differential effect of brand knowledge on consumers' perceptions of the brand.
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TL;DR: In this article, applied multivariate techniques were applied to the problem of applied multiivariate techniques, and the results showed that the proposed approach was more effective than the traditional multivariate technique.
Journal ArticleDOI
Country as brand, product, and beyond: A place marketing and brand management perspective
Philip Kotler,David Gertner +1 more
TL;DR: The authors examines how widely held country images affect attitudes towards a country's products and services and ability to attract investment, businesses and tourists, and assesses the role of strategic marketing management in promoting the country's image, attractiveness and products.