engleski

Managing Image of Croatia as a Tourist Brand

In this paper we attempted to verify the hypothesis that global country image, as a brand for small countries is more important than brand image of products categories in forming total competitive advantage. In our hypothesis tourism is the concept around which Croatian image should be build. The main slogan (Unique Selling Proposition) around which tourists image can be created is "Small Country for a great holiday" In this research we used a sample of domestic (n = 325) and foreign tourists (n = 300). Respondents were chosen on the basis of stratified quota sampling at the Adriatic coast during July and August of 2003. Control variables were gender, nationality and location. Questionnaire was composed of structured and opened questions. For measuring the strength of tourists' attitudes toward different aspects of Croatian image we used 5-point Likert scale. Besides measuring total attitude strength of interviewed tourists our goal was to compare the results between the two analyzed groups. In other words we wanted to check whether there is statistically significant difference between domestic and foreign tourists regarding specifics aspects of image dimensions.

image; country image; country branding; dimensions of image; managing country image; image transfer

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