engleski

The influence of political factors in fashioning destination image

Political factors as well as tourism promotion can play an important role in the formation of national brands and strong national brands can substantially increase a nation’s competitive advantage. This is particularly true for newly formed transition countries, such as Croatia, that have gained independence and faced the imperative of creating a new national image. This chapter examines the influence of political factors and the role of tourism promotion in the process of fashioning international image of Croatia. Tourism promotion has played an important role in this process and Croatian National Tourist Board is heavily relying on tourism attractions to position Croatia in the international community. Since the other attributes of Croatian national identity have not been simultaneously communicated, Croatia’s current international image is predominantly the result of tourism promotion. Therefore, other potential attributes of Croatian image are fairly unknown even in the regional context. In order to substantiate these claims, this chapter presents some research results regarding Croatia’s image in the most important Western tourism generating markets, GCC countries as well as in some of the neighboring countries.

tourism promotion, destination brand, destination image, political factors, Croatia.

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