engleski

Perception of tourism destination image – managerial perspective

Image of a particular tourism destination on a tourism market is a key factor in the process of choosing where to travel. It is very important that managers on every managerial level employed in tourism companies, tourism associations etc. are aware of how image affects consumer choice of tourism destination. This is important in order to formulate an appropriate development strategy for a particular tourism destination. There are different factors that are important to tourists in deciding where to travel. The main purpose of this paper is to determine opinion of managers on how tourists perceive Istria County as a tourism destination. Data was obtained as a part of research done on a sample of managers employed in tourism companies and tourism associations. Research was conducted during September, October and November 2008 in Istria County.

image perception; tourism management; tourism destination; Istria County

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