Merjenje premoženja znamke Slovenije kot turistične destinacije z vidika zaznav italijanskih in avstrijskih turistov

Kocjančič, Klavdija

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Title:	Merjenje premoženja znamke Slovenije kot turistične destinacije z vidika zaznav italijanskih in avstrijskih turistov
Authors:	ID Kocjančič, Klavdija (Author) ID Milfelner, Borut (Mentor) More about this mentor...
Files:	MAG_Kocjancic_Klavdija_2016.pdf (1,41 MB) MD5: FCF131FC88FAAE437EB988236BA1E79E
Language:	Slovenian
Work type:	Master's thesis
Typology:	2.09 - Master's Thesis
Organization:	EPF - Faculty of Business and Economics
Abstract:	Znamke turističnih destinacij so v preteklih letih sprožile veliko zanimanja v znanstvenih in strokovnih krogih. Razlog se skriva v dejstvu, da destinacija postaja konkurenčna entiteta, ki se nahaja v globalni tekmi za privabljanje in ohranjanje turistov, pri čemer znamčenje postaja vse pomembnejše orodje razlikovanja od konkurenčnih destinacij. Močna znamka države kot turistične destinacije predstavlja dodatno in pogosto še močnejšo tržno in promocijsko orodje kot same funkcionalne lastnosti države, saj daje državi emocionalo komponento. Magistrska naloga proučuje zunanji vidik znamke destinacije, poimenovan kot koncept premoženja znamke destinacije, ki zajema njeno ovrednotenje z vidika zaznav odjemalcev – turistov. Z analizo smo želeli pridobiti odgovor na vprašanje »Kako Slovenijo kot turistično destinacijo zaznavajo potencialni turisti iz Italije in Avstrije?« Ustreznost merjenja premoženja znamke še vedno predstavlja raziskovalni izziv, kajti v literaturi ni zaslediti enotnega merilnega instumenta. V pričujočem delu smo največkrat uporabljen štiridimenzionalni model za merjenje premoženja znamke, ki poleg elementa podobe kot osnovnega dejavnika v procesu izbire turistove destinacije, vključuje še ovrednotenje zavedanja destinacije, zaznane kakovosti ter zvestobe destinaciji, nadgradili z vključitvijo zaznane vrednosti kot dodatnega petega elementa za celovito merjenje premoženja znamke. Znotraj postavljenega konceptualnega modela smo dokazali pozitivno povezanost med posameznimi elementi in opravičili smiselnost nadaljnjega testiranja merskega modela. Rezultati empirične raziskave nakazujejo, da je ovrednoteno premoženje znamke Slovenije kot turistične destinacije višje z vidika zaznav italijanskih turistov kakor z vidika zaznav avstrijskih turistov. Italijanski turisti so ovrednotili Slovenijo kot turistično destinacijo bolje pri vseh petih analiziranih elementih, od katerih smo pri treh izmed elementov, podobi, zaznani vrednosti in zvestobi, dokazali tudi statistično značilne razlike v zaznavanju med italijansko in avstrijsko skupino turistov. Po ugotovitvah iz raziskave je pri proučevanih tujih turistih še vedno prisotno relativno nizko zavedanje Slovenije kot turistične destinacije.
Keywords:	znamka, destinacijska znamka, premoženje znamke turistične destinacije, Slovenija kot turistična destinacija, italijanski turisti, avstrijski turisti.
Place of publishing:	Maribor
Publisher:	[K. Kocjančič]
Year of publishing:	2016
PID:	20.500.12556/DKUM-57541
UDC:	338.48
COBISS.SI-ID:	12292124
NUK URN:	URN:SI:UM:DK:1IBBHL4Y
Publication date in DKUM:	27.05.2016
Views:	1437
Downloads:	180
Metadata:
Categories:	EPF
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Secondary language

Language:	English
Title:	Measuring Tourism Destination Brand Equity of Slovenia in Terms of Italian and Austrian Tourists' Perceptions
Abstract:	In the past few years, branding of tourism destinations has triggered a lot of interest in scientific and academic circles. The reason lies in the fact that a destination is being converted into a competitive entity in the global race of attracting and retaining tourists, whereby branding is becoming an increasingly important tool of differentiation among competing destinations. A strong tourism destination brand of a country represents an additional and often an even stronger marketing and promotional tool than the very functional characteristics of the country, as it grants an emotional component. The Master’s thesis examines the external aspect of the destination brand, identified as a concept of the destination brand’s equity, which includes its evaluation in terms of consumer’s – tourists’ – perceptions. An analysis was conducted to determine how the potential tourists from Italy and Austria perceive Slovenia as a tourism destination. The suitability of brand equity measurement is still considered a research challenge, since the literature does not convey a unified measuring instrument. In this thesis, a four-dimensional brand equity measurement model was mostly used. The model, which includes the basic factor of image and its impact on the decision of choosing the destination, assessment of brand awareness, perceived quality, and loyalty to the destination, was further upgraded by an additional fifth element, the perceived value, in order to achieve a comprehensive brand equity measurement. Within the established conceptual model, we have demonstrated a positive connection among individual elements, thus justifying further testing of the measurement model. The results of empirical research suggest that evaluating the equity of the tourism destination brand of Slovenia is higher in terms of the Italian tourists’ perception compared to the Austrian tourists’ perception. Italian tourists’ evaluation of Slovenia as a tourism destination were higher in all five elements, whereby we have additionally demonstrated statistically significant variations in three of five elements (image, perceived value, and loyalty) between the two groups. However, according to our findings, the awareness of Slovenia as a tourism destination is still considerably low among foreign tourists included in the research.
Keywords:	brand, destination brand, tourism destination brand equity, Slovenia as a tourism destination, Italian tourists, Austrian tourists.

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