Destination image mechanisms in transitional economies (CROSBI ID 562440)
Neobjavljeno sudjelovanje sa skupa | neobjavljeni prilog sa skupa | međunarodna recenzija
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