Imidž Destinacije I Ključni Čimbenici Percipirane Atraktivnosti Destinacije Destination Image and Key Drivers of Perceived Destination Attractiveness
نویسندگان
چکیده
In this exploratory study authors combine several approaches to explore the images of two highly attractive tourist destinations: Hawai’i and Croatia. Two convenience samples were used: the image of Hawai’i was measured among Croatian undergraduate business students, and the image of Croatia was measured among Hawaiian tourism students. Functional and psychological image components were assessed at both a holistic and the attribute level. In addition, an importance-perception analysis was performed to assess the degree to which the destination image at the attribute level coincides with the students’ perception of an optimal destination. Finally, the authors conduct Prof. dr. sc. Darko Prebežac Redovni profesor Ekonomski fakultet – Zagreb Trg J . F . Kennedyja 6, 10000 Zagreb Tel .: ++ 385 1 238 3271 E-mail: dprebezac@efzg .hr
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