LITTLE MARKETING BIG POTENTIAL: SLOVAK BRANDING IN AMERICA
LITTLE MARKETING BIG POTENTIAL: SLOVAK BRANDING IN AMERICA
Author(s): Amiee J. Shelton, Peter MikulášSubject(s): Social Sciences, Media studies, Geography, Regional studies, National Economy, Marketing / Advertising
Published by: Univerzita sv. Cyrila a Metoda v Trnave, Fakulta masmediálnej komunikácie
Keywords: country branding; destination marketing; image of country;
Summary/Abstract: This paper explores the concepts of country branding and how Slovakia can improve upon their brand, image, and identity, specifically regarding tourism and country branding towards Americans. As a transitioning country with a relatively unknown history, efforts by Slovakians to increase tourism and market their country to travelers in the United States has not been a priority. A survey was distributed to Americans to explore what they know about Slovakia and the effectiveness of their current tourism efforts revealed that Americans would have an affinity towards Slovakia. Perhaps the most relevant finding from this study was that Americans rated attractions found in Slovakia and the culture the most important factors when considering traveling to Slovakia.
Journal: Marketing Identity
- Issue Year: 4/2016
- Issue No: 1/1
- Page Range: 433-441
- Page Count: 9
- Language: English