DOES A DESTINATION IMAGE DIFFER BASED ON THE GENDER OF 'ITB' VISITORS? THE CASE OF SERBIA AS A DEVELOPING TRAVEL DESTINATION
| Autor: | Ivana Stevic, Verica Milutinović, Karolina Simat, Ivana Vidaković, Dejan Berić |
|---|---|
| Jazyk: | angličtina |
| Rok vydání: | 2019 |
| Předmět: |
media_common.quotation_subject
Geography Planning and Development lcsh:G1-922 Destinations Destination image Perception 0502 economics and business gender destination image Association (psychology) travel Earth-Surface Processes Demography media_common Tourism marketing Geography (General) 05 social sciences Geology Advertising Geography Tourism Leisure and Hospitality Management marketing G1-922 050211 marketing Serbia lcsh:Geography (General) 050212 sport leisure & tourism Tourism |
| Zdroj: | Zbornik Radova: Geografski institut "Jovan Cvijić", Vol 69, Iss 3 (2019) |
| ISSN: | 1821-2808 0350-7599 |
| Popis: | This paper's frame of reference is tourism marketing, evaluating the image of targeted travel destination from the gender standpoint. For emerging destinations in south-eastern Europe like Serbia, latent connections between destination image and gender are therefore of particular interest for exploration. The International Travel Trade in Berlin (ITB) was the venue for the research. The connections between ITB visitors' gender and the image they perceived about Serbia were assessed, crossed with their socio-demographic attributes, annual travel spending, information sources, association and awareness of Serbia. In this way, the authors wanted to observe and explain the perception of this target group of Serbia’s image. The findings suggest that men and women do not differ in attitudes related to the country's image. On the other hand, there is a difference in image scores for positive, negative and no associations of Serbia. The research results could help in modifying tourism strategies for Serbia. |
| Databáze: | OpenAIRE |
| Externí odkaz: |
|