Naslov
Destination Image Comparison of five Croatian Islands

Autori
Kolega, Maja ; Miljković Krečar, Irena

Vrsta, podvrsta i kategorija rada
Poglavlja u knjigama, znanstveni

Knjiga
MEDITERRANEAN — IMPRESSIONS, CONCEPTS, STORIES

Urednik/ci
Jurčević, Katica ; Kaliterna Lipovčan Ljiljana ; Medić, Rino ; Ramljak, Ozana

Izdavač
Institut društvenih znanosti Ivo Pilar ; Sveučilište Vern ; Hrvatska akademija znanosti i umjetnosti (HAZU) ; EMAN

Grad
Zagreb

Godina
2021

Raspon stranica
335-346

ISBN
978-953-7964-96-2

Ključne riječi
destination image, relative destination image, Croatian islands, marketing strategy

Sažetak
The main goal of this research was to compare destination images of five Croatian islands (Krk, Losinj, Pag, Hvar and Vis). The islands were chosen among the twelve largest and most visited Croatian islands. The choice was based on their distinctiveness which had been examined in a preliminary study. An anonymous questionnaire, measuring different attributes of destination image (entertainment, culture, gastronomy, nature and pricing) was given to a sample of students at various study programmes. Participants had to evaluate the destination image for each island, and then rank the islands according to each attribute, in order to measure their relative destination image. The relative destination image could differ from the absolute image and therefore be of crucial importance in choosing a particular destination, especially when choices are limited due to financial or other obstacles. The obtained results were compared and discussed taking into account previous participants’ experiences of visiting a particular island. Additionally, the main sources of perceived destination image were analysed for the participants who did not have direct visiting experience. Based on the obtained results, practical recommendations for targeted marketing management of the future island destination images were given.

Izvorni jezik
Engleski

POVEZANOST RADA