engleski

The image and identity of Croatia as a tourist destination: An exploratory study

The concepts of destination image and identity have aroused a great deal of interest among tourism researchers and practitioners in recent years. The increased interest in the concepts of destination image and identity can be ascribed to a growing number of international tourist arrivals and growing competition among tourist destinations. The rising similarities of tourism products and services and interchangeability of tourist destinations have emphasized the need to create a unique image and identity of Croatia. The identity is the basis for creating and positioning an image of a tourist destination. Likewise, without an image, a tourist destination has no identity. This paper is set in the context of tourism marketing, or more specifically, the paper is trying to show the interdependence of the image and the identity of tourist destinations. Since these two concepts are variable and manageable, they should be taken into particular consideration when setting guidelines for a long-term strategy of Croatian tourism development. The purpose of this exploratory study is to assess perceptions about the image and identity of Croatia as a tourist destination. For this purpose, this study uses a survey encompassing n=416 students at the Faculty of Economics and Business – Zagreb, who represent young Croatian citizens that form an important tourist segment of Croatian tourism.

Image ; Identity ; Tourist Destination ; Quantitative approach ; Croatia

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