Tourism creates excellent conditions for marketing. Tourist can choose between several destinations and their choice can be influenced by marketing. Therefore, destination marketing is especially important for small and less known or newer destinations, such as Slovenia. In order to position itself as interesting for visit and distant itself from competitive destinations, Slovenia has also used destination marketing. In the past, a survey regarding the Slovenia’s image among foreign representatives of tourist activity was carried out. Therefore, we decided to conduct a survey which will check a change in the image to the present day, how the image is influenced by the distance of the participants from Slovenia, influence of a prior visit on the destination’s image, and recognisability achieved by the brand of Slovenia. A survey was based on collecting data from a questionnaire distributed among tourist representatives in the European Union’s countries. We established that presently Slovenia is achieving a better and more positive image. It turned out that in most of the characteristics studied, the image of Slovenia in neighbouring and other countries is not very different, but it is crucial whether an individual has visited Slovenia in the past. The brand of Slovenia is notable mainly during a visit of the country, by which agreeing with identity characteristics of the brand is improved.
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