РАЗВОЈ БРЕНДА ДОМАЋИХ ДЕСТИНАЦИЈА: ПРИМЕР СРБИЈЕ
DOI:
https://doi.org/10.22190/TEME181113063TKljučne reči:
домаћа дестинација, туристичке дестинације у развоју, Србија, вредност бренда дестинацијеApstrakt
У раду се користи модел заснован на вредности бренда туристичке дестинације са становишта посетилаца да би се емпиријски проценила вредност бренда Србије као домаће туристичке дестинације, њених саставних елемената и узајамних релација из перспективе домаћег посетиоца. Рад је у складу са претходним истраживањима и открива нове детаље у вези са Србијом као дестинацијом, указујући на то да домаће туристичко тржиште није довољно развијено у кључном аспекту имиџа дестинације и емпиријски доказује значај спознаје, као најважнијег елемента модела вредности бренда Србије на домаћем туристичком тржишту. Рад разматра могуће импликације домаћег туристичког тржишта Србије и на основу резултата указује на правце будућих истраживања.
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