One of the biggest challenges in place branding lies in the ability to include stakeholders in brand building process. This is presented in the case of Slovenia, where country brand building was approached from an identity perspective. A three-step approach was employed in order to target three...

The paper explores the complex nature of the destination image concept and investigates the image of Slovenia as a tourism destination perceived by the tourism representatives. Specifically it investigates the differences in proposed components of Slovenia's image perceptions between respondents...

The paper points out the image of a destination as a possible source of competitive advantage of the destination. A review of the literature is included showing the rising importance of the image of a destination. Slovenia's image as a tourist destination perceived by foreign tourist experts is...

This paper investigates the concept of customer-based brand equity for a tourism destination, which has been introduced to tourism literature only few years ago. Specifically, it investigates, whether the differences between the renewal and repeat tourists exist in their evaluation of tourism...

The resource-based approach is a new promising theoretical framework that is applied to the internationalisation of SMEs. Derived from strategic management it provides value-added theoretical propositions about the uniqueness of certain resources that have turned out to be critical for the...

This study uses a structural equation modeling technique to verify a theoretically proposed model of a customer's evaluation of a tourism destination brand. We therefore employed a measure of the customer-based brand equity of a tourism destination and tested it on the case of Austria from the...

The paper analyses the concept of country branding. The focus is placed on influential stakeholders who should participate in brand development and implementation. Specifically, the extremely important role of local inhabitants is stressed. The paper focuses on the country branding in Slovenia...

This paper explores the demand-side perspective on tourism destination phenomenon and investigates whether more comprehensive measure for its evaluation could be applied to the destination brand. Unlike many previous studies dealing mostly with a tourism destination image concept, the approach...