The Significance of Tourism in Creating the New Croatian Image – Answering Challenges in a Specific Region

Romanian Review of Regional Studies

VIKTÓRIA GERDESICS¹ 

[1] University of Pécs, Faculty of Business and Economics, Pécs, Hungary;

关键词: croatia;    yugoslavia;    tourism;    country image;    country branding;   

DOI  :  

来源: DOAJ

【 摘 要 】

Croatia is recently one of the most popular tourist destinations of the Mediterranean world, attracting millions of tourists each year with its crystal-clear sea. At the end of the last century, the country, by its secession from Yugoslavia, placed its tourism marketing activity on strategic basis, and the number of guest arrivals began to increase leaving the war-years behind – in 2013, the 28th member state of the European Union was visited by three times more tourists than the number of Croatian inhabitants at that time. Attracting tourists is one of the main goals of country branding, thus marketing activity related to tourism could play an important role in the development of the country image as well. The present study focuses on tourism development and tourism-related image development of Croatia and, with the help of questionnaire surveys carried out among the young intellectuals in Hungary and Croatia, investigates the role of this tourism feature in the country image at a date especially important for the country, the year of its EU-accession The results of the investigations prove the fact known from the literature that there is always a difference between the image felt within the borders of a country and the one perceived outside, although in the case of Croatia, in all the studied dimensions of images, tourism will receive an outstanding role.

【 授权许可】

Unknown