Naslov
Measuring perceived destination image: A comparative case study of Croatia and Hawaii

Autori
Prebežac, Darko ; Mikulić, Josip

Vrsta, podvrsta i kategorija rada
Radovi u zbornicima skupova, cjeloviti rad (in extenso), znanstveni

Izvornik
Proceedings of the 4th International Conference An Enterprise Odyssey: Tourism - Governance and Entrepreneurship / Čavlek, Nevenka - Zagreb : Ekonomski fakultet Sveučilišta u Zagrebu, 2008, 1942-1955

ISBN
10953-6025-24-8

Skup
4th International Conference An Enterprise Odyssey: Tourism - Governance and Entrepreneurship

Mjesto i datum
Cavtat, Hrvatska, 11.06.2008. - 14.06.2008

Vrsta sudjelovanja
Predavanje

Vrsta recenzije
Međunarodna recenzija

Ključne riječi
measuring destination image; importance-perception analysis; importance grid; factor structure of destination attractiveness

Sažetak
A detailed insight into the tourists’ (and potential tourists’ ) perception of a destination represents a valuable resource for decision-making in all segments of destination marketing. Therefore, efforts should be made to continuously measure the level of awareness and the image of a destination in existing and potential markets. In this exploratory study, the authors use the methodological guidelines proposed by Echtner and Ritchie (1991) to explore the image of two highly attractive tourist destinations: Hawaii and Croatia. Two convenience samples were used: the image of Hawaii was measured among Croatian undergraduate business students, whereas the image of Croatia was measured among Hawaiian students. Data was collected by means of a semi-structured questionnaire, consisting of questions about functional and psychological image components, on both a holistic and attribute level. In addition, an importance-perception analysis was performed to analyze to what degree the destination image on the attribute-level coincides with the general importance of destination attributes as perceived by the respondents. Finally, the authors use importance-grid analysis to explore the existence of asymmetric relationships between the perception-level of image components and perceived overall destination attractiveness.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

POVEZANOST RADA