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Tourism destination brand identity: The case of Slovenia

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Abstract

This paper explores the concept of tourism destination brand identity from the supply-side perspective, in contrast to those studies that have focused on the demand-driven, tourists' perceived tourism destination brand image. Both researchers and practitioners have concluded that an analysis of the branding concept from both the identity and perceived-image perspective is essential and should be intertwined, where appropriate. This study, however, argues that investigations of tourism destination branding have primarily been conducted from a perceived-image perspective. Therefore, the dearth of studies offering an insight into the supply-side perspective may lead to an unbalanced view, misunderstandings and oversights concerning the possibilities and limitations of tourism destination branding. It introduces a theoretical framework designed to analyse tourism destination identity, particularly for the case study of Slovenia.

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  1. Faculty of Economics, University of Ljubljana, Kardeljeva ploscad 17, Ljubljana, SI-1000, Slovenia

    Maja Konecnik

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  1. Maja Konecnik
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  2. Frank Go
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Correspondence to Maja Konecnik.

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Konecnik, M., Go, F. Tourism destination brand identity: The case of Slovenia. J Brand Manag 15, 177–189 (2008). https://doi.org/10.1057/palgrave.bm.2550114

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