This paper highlights and draws attention to the importance of branding small destinations, a concept poorly researched at the global level. More specifically, we focus on analyzing the customer-based brand equity of Soča Valley, a small Slovenian tourist destination. The results of the quantitative research, conducted on 211 potential Slovenian visitors, imply that Slovenians are aware of Soča Valley, have a positive image of it, perceive its good quality, and are loyal to it. The presented research represents the first investigation that gives detailed insights into the understanding and evaluation of Soča Valley among Slovenes. These findings might provide a good basis for further upgrading its long-term strategies, which must primarily come from the brand identity elements.

Rights

URN

URN:NBN:SI:DOC-2C4JWQJ7

COBISSID

11934748

Added

14.04.2017

Metadata

Citation

APA:

Smrekar, Mojca, Konečnik Ruzzier, Maja (2014). Premoženje znamke Dolina Soče med Slovenci. Naše gospodarstvo, volume 60, issue 5/6, str. 30-39. URN:NBN:SI:DOC-2C4JWQJ7 from http://www.dlib.si

MLA:

Smrekar, Mojca, Konečnik Ruzzier, Maja. "Premoženje znamke Dolina Soče med Slovenci." Naše gospodarstvo volume 60. issue 5/6 (2014) str. 30-39.
<http://www.dlib.si/?URN=URN:NBN:SI:DOC-2C4JWQJ7>

Naše gospodarstvo
1955-
(Assembly record)

Premoženje znamke Dolina Soče med SlovenciSlovenian-based brand equity of Soča valley

Premoženje znamke Dolina Soče med Slovenci
Slovenian-based brand equity of Soča valley