Maja Konečnik Ruzzier (Author)

Abstract

Prispevek osvetljuje koncept premoženja znamke v očeh uporabnika ter njegov prenos na analizirano entiteto - turistično destinacijo. Vpeljani koncept premoženja znamke turistične destinacije v očeh turista nadgrajuje dosedanja raziskovanja, saj poleg proučevanja podobe (in zaznane kakovosti) turistične destinacije vključuje tudi analizo zavedanja in zvestobe. Empirični del prispevka ovrednoti znamko Slovenijo v očeh Nemcev in Hrvatov. Zaključki nakazujejo v očeh hrvaških anketirancev višje premoženje znamke Slovenije kot turistične destinacije kakor v očeh nemških anketirancev.

Keywords

Slovenija;turizem;premoženje;kvaliteta;

Data

Language: Slovenian
Year of publishing:
Typology: 1.01 - Original Scientific Article
Organization: UM EPF - Faculty of Economics and Business
Publisher: Društvo ekonomistov Maribor
UDC: 338.48(497.4)
COBISS: 8557596 Link will open in a new window
ISSN: 0547-3101
Parent publication: Naše gospodarstvo
Views: 880
Downloads: 49
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Other data

Secondary language: English
Secondary title: Evaluating customer-based brand equity for Slovenia as a tourism destination from the point of view of Germans and Croatians
Secondary abstract: The paper presents the concept of customer-based brand equity and its application to our analyzed entity: a tourism destination. The introduced concept of customer-based brand equity for a tourism destination completes previous research findings in this area because it investigates the element of awareness and destination loyalty in addition to the image (and perceived quality) of the tourism destination. The empirical part of the paper analyses the brand Slovenia from the points of view of Germans and Croatians. The results indicate that Croatian respondents have a better perception of Slovenia as a tourism destination than German respondents.
URN: URN:NBN:SI
Type (COBISS): Not categorized
Pages: str. 37-49
Volume: ǂLetn. ǂ52
Issue: ǂšt. ǂ1/2
Chronology: 2006
ID: 1740922