Tourism Destination Brand Identity: the Case of Slovenia
Tourism destination brand identity:
The case of Slovenia
Received (in revised form): 24th May, 2007
MAJA KONECNIK is Assistant Professor in the Marketing Department of the Faculty of Economics at the University of Ljubljana
(Slovenia). Her research interest lies in the area of tourism marketing, especially destination branding.
FRANK GO is Professor of Tourism at the Erasmus University at Rotterdam (the Netherlands). His research interests include information and communication technology and tourism, networks, community, globalisation and branding.
Keywords
Abstract
brand identity; brand concept; Slovenia; tourism destination branding; perception
This paper explores the concept of tourism destination brand identity from the supply-side perspective, in contrast to those studies that have focused on the demand-driven, tourists’ perceived tourism destination brand image. Both researchers and practitioners have concluded that an analysis of the branding concept from both the identity and perceived-image perspective is essential and should be intertwined, where appropriate. This study, however, argues that investigations of tourism destination branding have primarily been conducted from a perceivedimage perspective. Therefore, the dearth of studies offering an insight into the supply-side perspective may lead to an unbalanced view, misunderstandings and oversights concerning the possibilities and limitations of tourism destination branding. It introduces a theoretical framework designed to analyse tourism destination identity, particularly for the case study of Slovenia.
Journal of Brand Management (2008) 15, 177–189. doi:10.1057/palgrave.bm.2550114; published online 10 August 2007
INTRODUCTION
Maja Konecnik
Faculty of Economics,
University of Ljubljana,
Kardeljeva ploscad 17,
SI-1000 Ljubljana,
Slovenia
Tel: + 386 1 5892522
Fax: + 386 1 5892698
E-mail: maja.konecnik@ef.uni-lj.si
Unlike the many scientific
The case of Slovenia
Received (in revised form): 24th May, 2007
MAJA KONECNIK is Assistant Professor in the Marketing Department of the Faculty of Economics at the University of Ljubljana
(Slovenia). Her research interest lies in the area of tourism marketing, especially destination branding.
FRANK GO is Professor of Tourism at the Erasmus University at Rotterdam (the Netherlands). His research interests include information and communication technology and tourism, networks, community, globalisation and branding.
Keywords
Abstract
brand identity; brand concept; Slovenia; tourism destination branding; perception
This paper explores the concept of tourism destination brand identity from the supply-side perspective, in contrast to those studies that have focused on the demand-driven, tourists’ perceived tourism destination brand image. Both researchers and practitioners have concluded that an analysis of the branding concept from both the identity and perceived-image perspective is essential and should be intertwined, where appropriate. This study, however, argues that investigations of tourism destination branding have primarily been conducted from a perceivedimage perspective. Therefore, the dearth of studies offering an insight into the supply-side perspective may lead to an unbalanced view, misunderstandings and oversights concerning the possibilities and limitations of tourism destination branding. It introduces a theoretical framework designed to analyse tourism destination identity, particularly for the case study of Slovenia.
Journal of Brand Management (2008) 15, 177–189. doi:10.1057/palgrave.bm.2550114; published online 10 August 2007
INTRODUCTION
Maja Konecnik
Faculty of Economics,
University of Ljubljana,
Kardeljeva ploscad 17,
SI-1000 Ljubljana,
Slovenia
Tel: + 386 1 5892522
Fax: + 386 1 5892698
E-mail: maja.konecnik@ef.uni-lj.si
Unlike the many scientific
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