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Marketing Mix and Tourism Destination Image: The Study of Destination Bled, Slovenia

Author

Listed:
  • Binter Urška

    (Sava Turizem d.d. (Sava Hotels & Resorts), Cankarjeva cesta 6, 4260 Bled, Slovenia)

  • Ferjan Marko

    (University of Maribor, Faculty of Organizational Sciences, 4000 Kranj, Slovenia)

  • Neves João Vasco

    (Bloom Consulting, Monte Esquinza 14, 6 D ext, 28010 Madrid, Spain)

Abstract

Background and Purpose: The aim of the research was to find out how business partners from the field of tourism estimate the dimensions of the image of Bled and the marketing mix used to promote Bled. Further on we were interested in evaluating the influence of image and marketing mix on the scope of sales measured in overnights. The following dimensions of image were explored: perceived uniqueness of image as a whole, perceived uniqueness of attractions and experiences, perceived quality of the environment (cleanness), perceived feeling of safety, as well as the dimensions of the marketing mix: perceived quality of products (accommodation, culinary offer, transfers, etc.), perceived price of services, perceived manner of sales for the promotion of Bled, perception of promotional channels, perception of residents (politeness, friendliness, multicultural and religious openness, etc.) and a positive experience of visiting Slovenia.

Suggested Citation

  • Binter Urška & Ferjan Marko & Neves João Vasco, 2016. "Marketing Mix and Tourism Destination Image: The Study of Destination Bled, Slovenia," Organizacija, Sciendo, vol. 49(4), pages 209-223, December.
    • Handle: RePEc:vrs:organi:v:49:y:2016:i:4:p:209-223:n:2
    DOI: 10.1515/orga-2016-0019
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    Keywords

    Bled; image; marketing;
    All these keywords.

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