Brencis, Ainars (2011) Brand image of Croatia in perception of Latvians. In: The 5th International Scientific Conference "Entrepreneurship and Macroeconomic Management: Reflections on the World in Turmoil".
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Purpose - to assess the brand image of Croatia as a tourist destination in minds of Latvian non visitors and visitors using the method of unstructured and structured techniques Design/methodology/approach - Research was split into two: Qualitative part conducted through in-depth interviews with sample of 76 Latvians living in Riga. Quantitative part consisted of a survey with sample frame of 253 respondents living in Riga. Findings - research with some exceptions showed that Latvians have quite clear image of Croatia. It is mainly positive and polycentric. The research results revealed scenery/nature, sea, sun, sand and mountains as the main brand attributes of Croatia. There were also negative attributes such as 'war'. Main choice factors of Croatian for Latvians are: 'scenery and nature', 'sea and beach', 'climate', 'new destination' and 'value for money'. Research also showed a large discrepancy in association attributes of non visitors and visitors and a smaller one in destination choice factors. Visitors to Croatia tend to have more affective and holistic image than non visitors. Research limitations/implications - due to different sample of non visitors and visitors some minor discrepancies in finding might take place. Practical implications - this research might be useful for Croatian destination marketers in building marketing strategies towards holidaymakers from Latvia. Originality/value - the paper points out the image, its association attributes and choice factors of Croatia as a possible source of competitive advantage of the destination. Special thanks to Miss Signeta Reimane in helping to carry out the survey.
| Tip objekta: | Materijal konferencije ili radionice (Paper) |
|---|---|
| Mentor: | NIJE ODREĐENO |
| Dodatne informacije: | 5/2011 |
| Ključni pojmovi: | Image of a destination, measuring image, Croatia |
| Teme: | 3 Društvene znanosti > 33 Ekonomija. Ekonomska znanost > 339 Trgovina. Međunarodni gospodarski odnosi. Svjetsko gospodarstvo > 339.1 Opća pitanja trgovine. Tržište > 339.138 Marketing 6 Tehnologija (primijenjene znanosti) > 65 Menadžment i organizacija industrije, trgovine i komunikacija > 658 Poslovni menadžment, upravljanje, administracija. Organizacija poslovanja > 658.8 Marketing. Prodaja. Prodavanje. Distribucija, raspačavanje |
| Odjeli: | Odjel za ekonomiju i turizam "Dr. Mijo Mirković" |
| Datum pohrane: | 08 Jan 2013 07:23 |
| Zadnja promjena: | 08 Jan 2013 07:23 |
| URI: | http://eknjiznica.unipu.hr/id/eprint/1935 |
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