Pregled bibliografske jedinice broj: 224294
Managing Image of Croatia as a Tourist Brand
Managing Image of Croatia as a Tourist Brand // Global Business: The Challenges and Responsibilities in a World of Shifting Alliances / Kaynak, Erdener ; Harcar, Talha (ur.).
Granada: International Management Development Association, 2005. str. 774- 780 (predavanje, međunarodna recenzija, cjeloviti rad (in extenso), znanstveni)
CROSBI ID: 224294 Za ispravke kontaktirajte CROSBI podršku putem web obrasca
Naslov
Managing Image of Croatia as a Tourist Brand
Autori
Kesić, Tanja ; Vlašić, Goran ; Kesić, Helena
Vrsta, podvrsta i kategorija rada
Radovi u zbornicima skupova, cjeloviti rad (in extenso), znanstveni
Izvornik
Global Business: The Challenges and Responsibilities in a World of Shifting Alliances
/ Kaynak, Erdener ; Harcar, Talha - Granada : International Management Development Association, 2005, 774- 780
Skup
14th World Business Congress: "Global Business: The Challenges and Responsibilities in a World of Shifting Alliances"
Mjesto i datum
Granada, Španjolska, 10.07.2005. - 14.07.2005
Vrsta sudjelovanja
Predavanje
Vrsta recenzije
Međunarodna recenzija
Ključne riječi
image; country image; country branding; dimensions of image; managing country image; image transfer
Sažetak
In this paper we attempted to verify the hypothesis that global country image, as a brand for small countries is more important than brand image of products categories in forming total competitive advantage. In our hypothesis tourism is the concept around which Croatian image should be build. The main slogan (Unique Selling Proposition) around which tourists image can be created is "Small Country for a great holiday" In this research we used a sample of domestic (n = 325) and foreign tourists (n = 300). Respondents were chosen on the basis of stratified quota sampling at the Adriatic coast during July and August of 2003. Control variables were gender, nationality and location. Questionnaire was composed of structured and opened questions. For measuring the strength of tourists' attitudes toward different aspects of Croatian image we used 5-point Likert scale. Besides measuring total attitude strength of interviewed tourists our goal was to compare the results between the two analyzed groups. In other words we wanted to check whether there is statistically significant difference between domestic and foreign tourists regarding specifics aspects of image dimensions.
Izvorni jezik
Engleski
Znanstvena područja
Ekonomija
