2019
DOI: 10.5937/turizam23-22773
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Exploring the gap in destination image and destination personality perception between tourists and stakeholders: Case of Roman heritage sites in Serbia

Abstract: The main aim of the paper is to determine if there is a difference in image and brand personality perception of the Roman heritage sites in Serbia between tourism stakeholders and tourists who have visited those sites. The initial assumption was that stakeholders in tourism have a more realistic perception of the current destination brand and image and that they are more aware of advantages and disadvantages related to the development of the analyzed Roman sites. To achieve the main aim of the study, the resea… Show more

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Cited by 5 publications
(2 citation statements)
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“…If we look at a brand as a set of associations in the minds of consumers (Keller, 1993), which in case of a city can be various target groups, it is evident that branding is a complex process consisting of several different aspects (Kovačić et al, 2019b). The branding of a place differs in this respect from the branding of a destination, as a destination brand represents only one of its segments.…”
Section: Introductionmentioning
confidence: 99%
See 1 more Smart Citation
“…If we look at a brand as a set of associations in the minds of consumers (Keller, 1993), which in case of a city can be various target groups, it is evident that branding is a complex process consisting of several different aspects (Kovačić et al, 2019b). The branding of a place differs in this respect from the branding of a destination, as a destination brand represents only one of its segments.…”
Section: Introductionmentioning
confidence: 99%
“…The branding of a place differs in this respect from the branding of a destination, as a destination brand represents only one of its segments. While place branding is focused on all target groups such as residents, companies and tourists (Kerr, 2006;Braun et al, 2013;Palmer et al, 2013;Zenker, Petersen, 2014), destination branding is focused on brand perception by tourists, and this is precisely the focus of the largest number of studies that investigate brand perception (Jovanović et al, 2017;Kovačić et al, 2019b). Of course, cities are considered as a very complex brand (Zenker et al, 2017).…”
Section: Introductionmentioning
confidence: 99%