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Destination image mechanisms in transitional economies (CROSBI ID 562440)

Neobjavljeno sudjelovanje sa skupa | neobjavljeni prilog sa skupa | međunarodna recenzija

Kesić, Tanja ; Vlašić, Goran ; Jakeljić, Marija Destination image mechanisms in transitional economies // 39th European Marketing Academy (EMAC) Conference Kopenhagen, Danska, 01.06.2010-04.06.2010

Podaci o odgovornosti

Kesić, Tanja ; Vlašić, Goran ; Jakeljić, Marija

engleski

Destination image mechanisms in transitional economies

The purpose of this paper is to empirically analyze a model explaining image formation in such destinations as Croatia which did not fully commercialize their potential as a tourist destination. Based on literature review, we tested model of destination image formation factors on the sample of 663 tourists visiting a holiday destination. Results show that in such situation, cognitive aspects exhibit limited impact on overall image. Moreover, sponsored communication has negative impact on cognitive evaluations. Results from this study can be used for strategic image management of transitional countries.

image; destination; image formation; path analysis

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Podaci o prilogu

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Podaci o skupu

39th European Marketing Academy (EMAC) Conference

poster

01.06.2010-04.06.2010

Kopenhagen, Danska

Povezanost rada

Ekonomija