Perception of tourist destination brand Cover Image

Perception of tourist destination brand
Perception of tourist destination brand

Author(s): Jaroslava Gburová, Daniela Matušíková, Eva Benkova
Subject(s): Economy
Published by: Інститут трансформації суспільства
Keywords: Tourism; Brand; Destination Brand; Brand Perception; Marketing Tools

Summary/Abstract: Since tourism has changed from individual or small-group to mass tourism, the conditions in it have changed too. Thanks to the interest of tourism participants, many destinations have become dominant over the others and due to some new trends there are also many other destinations that attract attention. To be able to compete with the dominant destinations, it is inevitable for the other destinations to build their own name by providing high quality services as well as by a recognizable brand. The article deals with brand perception in tourism on the example of the Slovak Republic. The survey perception has been conducted on the basis of the domestic population in 2015, and by means of the semantic differential method we have evaluated the perception of the brand which represents the country and should support its tourism.

  • Issue Year: 2015
  • Issue No: 5-6
  • Page Range: 20-23
  • Page Count: 4