engleski

Evaluating the image of tourist destination: The local residents’ perspective

The tourist destination image has a crucial role in the tourists' decision-making process, regarding the selection of a certain tourist destination. Therefore the destination image has to be carefully managed and must be oriented towards creating a desired and positive image on the target tourist market, as a basis for destination positioning. Apart from the tourists’ perceptions it is important to identify the image of local residents as active participants in creating the destination image of their place of residence. The purpose of this research is to evaluate the image of the City of Crikvenica from the perspective of the local residents and regarding their attitudes about the existing tourist product. Also, components of the tourist destination product are observed, which can reinforce the destination image. The City of Crikvenica is one of the most important tourist destinations in Primorsko- goranska County and it operates in a very competitive environment. A tourist destination in such an environment has to create an image that is positive and at the same time different from its competitors. The research was conducted using the survey method. The results indicate that there is a positive perception of the City of Crikvenica by the local residents. Also, a positive attitude towards the tourist product is noticed. This paper has empirical implications because it offers information and suggestions to the tourist destination management for strategic decisions in reinforcing the destination’s image.

tourist destination image, tourist destination identity, tourist destination positioning, local residents, City of Crikvenica

nije evidentirano