Naslov
Tourist Country Brand in the Eyes of Croatian Students

Autori
Vranešević, Tihomir ; Ozretić Došen, Đurđana

Izvornik
Akademija MM (1408-1652) 8 (2001); 55-60

Vrsta, podvrsta i kategorija rada
Radovi u časopisima, članak, znanstveni

Ključne riječi
tourist country brand; tourist destination; brand positioning

Sažetak
Drawing on earlier research into the issues of brand and aiming to continue research into brand as an important market feature that influences the gaining and retaining of the retaining of the competitive edge for products and services, the authors decided to research the influence of brand on the perceptions of a tourist country. In the firs part of their work they give a presentation of the theoretical framework and point to the specifics of brand as a marketing feature in the service sector. Particular focus is given to the features of brand as part of the marketing of a tourist destination. In the second partthey give the results of an empirical research study whose objective was to gather data on the influence of brand on the perception of a tourist country. Respecting all limitations, the author' feel that the research has been achieved that is, the nature of the researched phenomenon has been explained and the obtained results may serve as a useful basis for setting out a concrete hypothesis for future research.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

POVEZANOST RADA