Exploring the gap in destination image and destination personality perception between tourists and stakeholders: Case of Roman heritage sites in Serbia

Turizam Pub Date : 2019-09-24 DOI:10.5937/turizam23-22773
S. Kovačić, T. Jovanović, Ivana Šagovnović
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引用次数: 4

Abstract

The main aim of the paper is to determine if there is a difference in image and brand personality perception of the Roman heritage sites in Serbia between tourism stakeholders and tourists who have visited those sites. The initial assumption was that stakeholders in tourism have a more realistic perception of the current destination brand and image and that they are more aware of advantages and disadvantages related to the development of the analyzed Roman sites. To achieve the main aim of the study, the research has been done in two phases. The first phase included the survey done on the sample of 502 tourists who have visited some of the Roman sites in Serbia, while the second phase included an interview with 10 tourist stakeholders. The results show that tourism stakeholders have a more positive perception of both cognitive and affective image, with a special emphasis on affective image where the differences are quite large. In addition, the results indicate that tourists and tourist stakeholders equally perceive the analyzed Roman sites as Exciting. On contrary, tourist stakeholders have a better perception of all other dimensions of the brand personality, with the biggest difference being noticed in the perception of Ruggedness and Competence. Further differences will be discussed in the paper.
探索游客与利益相关者在目的地形象和目的地个性感知上的差距:以塞尔维亚罗马遗址为例
本文的主要目的是确定在塞尔维亚旅游利益相关者和参观过这些遗址的游客之间的罗马遗址的形象和品牌个性感知是否存在差异。最初的假设是,旅游业的利益相关者对当前目的地的品牌和形象有更现实的认识,他们更清楚与所分析的罗马遗址的发展有关的利弊。为了达到研究的主要目的,本研究分为两个阶段进行。第一阶段包括对参观过塞尔维亚一些罗马遗址的502名游客进行抽样调查,而第二阶段包括对10名游客利益相关者的采访。结果表明,旅游利益相关者对认知形象和情感形象的感知都更积极,其中情感形象尤为突出,差异较大。此外,结果表明,游客和旅游利益相关者同样认为分析的罗马遗址令人兴奋。相反,游客利益相关者对品牌个性的所有其他维度都有更好的感知,其中最大的差异是对坚固性和能力的感知。进一步的差异将在本文中讨论。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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15 weeks
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