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The Role Of Tourism In Perception Of The Croatian Country Brand In Hungary And Croatia1


  • Gerdesics Viktoria1

    () (University of Pecs Faculty of Business and Economics, Hungary, Faculty of Economics in Osijek, Republic of Croatia)

  • Mladen Pancic

    () (Faculty of Economics in Osijek, Republic of Croatia)

  • Orosdy Bela

    () (University of Pecs Faculty of Business and Economics, Hungary)


Today it is not easy to find the best choice as a tourist. There are not only countless opportunities but the competitive advantages of tourist destinations have to be also identified within the endless bunch of information. Obviously, in a reverse interpretation, neither the supplier countries have an easy job in gaining the tourists. Among others this is one reason to consciously develop a good country brand. A specific historical element of Croatia is its secession from Yugoslavia in 1991 by which it had to develop an independent country image. For this tourism being a decisive part of its economy seemed to be an adequate tool. The survey shown in present study is the continuation of a last year investigation on the Croatian country image carried out in Hungary – this paper shows the results of a Croatian survey as well. Based on Hungarian and Croatian questionnaire surveys it analyses the role of tourism in Croatian country brand by the time of the country’s EU-accession.

Suggested Citation

  • Gerdesics Viktoria1 & Mladen Pancic & Orosdy Bela, 2014. "The Role Of Tourism In Perception Of The Croatian Country Brand In Hungary And Croatia1," Interdisciplinary Management Research, Josip Juraj Strossmayer University of Osijek, Faculty of Economics, Croatia, vol. 10, pages 236-244.
  • Handle: RePEc:osi:journl:v:10:y:2014:p:236-244

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    Croatia; Hungary; country image; country brand; tourism;

    JEL classification:

    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General


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