An investigation of the Relationship Between Destination Branding and Destination Competitiveness (CROSBI ID 240568)
Prilog u časopisu | izvorni znanstveni rad | međunarodna recenzija
Podaci o odgovornosti
Miličević, Katarina ; Mihalič, Tanja ; Sever, Ivan
engleski
An investigation of the Relationship Between Destination Branding and Destination Competitiveness
Empirical research focusing on the relationship between destination branding and destination competitiveness has so far been lacking. Even though destination brand is partially incorporated into the two most prominent theoretical models of destination competitiveness, there is still a need for understanding the role that destination branding plays in achieving destination competitiveness. For this reason, this study proposes a theory-based research instrument that joins the branding process implementation index and competitiveness measured by customer satisfaction. The proposed instrument is tested in the context of Croatian coastal destinations. The results confirm that a well-implemented destination branding process increases destination competitiveness.
Tourism destination, destination branding process, destination competitiveness, Croatia
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Podaci o izdanju
34 (2)
2017.
209-221
objavljeno
1054-8408
10.1080/10548408.2016.1156611