engleski

Services Marketing: Branding Decisions in International Tourism - Case of Croatia

The aim of the research described in this paper was to gather evidence of the appropriatness of the current brand of Croatian tourism. The study was conducted among two different populations: foreign tourists in Croatia (current customers)and Croatian students of business (as current customers and future managers who will eventually make branding decisions.) The questionnaire was designed to provide evidence on how two different types of respondents rate clearness and attractiveness (likability) of the old and new brand of Croatian tourism. The research and analysis have shown that the preferred brand among tourists is the new one and that, if chosen in a selection committee to decide on it, 52.03% of respondents would chose it. However, students preferred the old one, and 56.82% of the surveyed students would choose it. Recognizing all the limitations, the authors find that the results of the research indicate the attitudes towards the brand of Croatia's tourism and show the importance of brand in international tourism.

services marketing; branding decisions; international tourism

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