Naslov
Image management in the function of target brand positioning tourism destination

Autori
Šerić, Neven ; Pepur, Mario ; Kalinić, Stjepan

Vrsta, podvrsta i kategorija rada
Poglavlja u knjigama, znanstveni

Knjiga
Marketing challenges in new economy

Urednik/ci
Matijašić, Robert ; Grbac, Bruno

Izdavač
Sveučilište Jurja Dobrile u Puli

Grad
Rijeka

Godina
2011

Raspon stranica
161-176

ISBN
978-953-7498-57-3

Ključne riječi
Image ; Management ; Brand ; Positioning ; Destination

Sažetak
The image of tourist destinations explores for more than 30 years. Despite the research there are few approaches that can provide tactical guidelines for managing image as a function of the targeted brand positioning of tourist destinations. Destination image is characterized by complexity, multiple layers, relativity and dynamics. These are arguments that assume the management of image that would be efficient in the context of destination branding. Incompatibility approach to this problem has repercussions for the brand positioning of tourist destinations in the global market. Properly positioning the brand tourist destination in the global market assumes compliance reviews of impressions about the image. Different impressions of perception of destination image are not the way to create a competitive and recognizable brand of tourist destinations. A prerequisite for the systematic management of destination image is the relevant market of tourist promotion of reusable resources. Destination image is a reflection of personality and identity of the destination. In this sense, the image is assumed in the context of destination branding application of the methodology as well as any other product. Since the destination image is formed on the basis of distinctive destinations and ways to promote that identity at all levels of the public, efficient image management is assumed and the effectiveness of identity management routes. The image corresponds to the question: What is the destination? Namely: What is like destination. Identity explains the dilemma: How do local people perceive the destination? Identity explains the dilemma: How do local people perceive the destination? Thus, the observed image of the destination is a consequence, identity is evaluated based on the destination value and fact. Destination image is a broader term than the views of the destination. The image is a more personal perception of the destination. If the destination image does not systematically manage impressions perception of guests can vary. In order to be reduced to an acceptable level, the idea of a destination brand, it is important to systematically managing destination image. This is one of the most important marketing platforms in the context of destination branding. Strategic management of the tourist destination image research and evaluation assumes the identity of the destination. Activities undertaken in this context also include an appropriate combination of promotional communication with target market segments. In this sense, the activities of the strategic management of tourism destination image oriented positioning of the relevant competitive advantages routes may be in order to support an existing image, or to create a new (enhanced) image. The basic premise of strategic management of tourism destination image of the measurability of activities undertaken is in the context of the actual impression of the destination. The research that preceded this study was aimed to present a possible model of efficient management of destination image as a function of the desired brand positioning of tourist destinations.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

Napomena
Rad objavljen u znanstvenoj knjizi s međunarodnim
uredničkim odborom i dvije međunarodne recenzije.
Knjigu je izdala eminentna znanstvena institucija.

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