Travel Reference
In-Depth Information
concept - the concept of destination brand
identity - describes it from the internal (mostly
management) perspective (Cai, 2002; Kone
E
nik,
2005, unpublished doctoral dissertation,
Ljubljana University, Faculty of Economics).
On the other hand, the concept of the customer-
based brand equity of a tourism destination exa-
mines it from a tourist perspective (Kone
E
nik,
2005, unpublished doctoral dissertation,
Ljubljana University, Faculty of Economics).
Although these concepts involve two opposing
perspectives on brands (managers vs tourists),
researchers suggest treating them as inter-
related and connected approaches in modern
brand analysis (de Chernatony and McDonald,
2001).
Because the destination of Slovenia invol-
ves some specifics, namely the value of its brand
is currently not very high, it could eventually
provide an example of how a systematically
developed brand can enhance its own brand
value. Not only this author, but also many other
authors involved in research into brand destina-
tions, believe Slovenia is one country that should
work seriously towards building its destination
brand (Hall, 2002a, 2002b; Olins, 2002) with
the aim to build a modern and strong destina-
tion brand (Anholt, 2000). These views are also
supported by the following factors (Kone
E
nik,
2004). First, as a country newly established in
1991 Slovenia does not
per se
have centuries of
history. Second, its geographical area in Central
Europe encompassing just 20,256 km
2
makes it
one of the smallest countries in the world. Third,
although it is small, Slovenia features great vari-
ety within its regions (contrasting its mountains
and lakes versus its coast and karst). Finally, as
a former socialist country Slovenia has been
associated with a similar image evaluating in
competing quality indicators like the quality of
infrastructure and suitable accommodation.
The opportunity to build a strong brand
has also been recognized by Slovenia's practi-
tioners, namely the various Slovenian stake-
holder groups. As seen in the current activities,
the main emphasis is on the tourism area.
Because tourism is closely connected with other
areas, the development of a tourism brand can
also transfer its strength to economic, political,
cultural and technological areas of the country.
The first systematic approach following Slovenian
independence came in 2004 with the Slovenian
Tourist Board (STB) working in cooperation
with the Slovenian Ministry of the Economy.
The main goal of their project was to boost the
recognition and reputation of Slovenia upon it
joining the EU in key European markets and to
increase the value of the related trademarks that
are communicated in the spheres of tourism,
culture, the economy, and politics.
Indirectly, besides the goal of increasing
tourist traffic from EU countries the campaign
also had some other goals. These included:
easier penetration and an improved position
for Slovenian companies in the European
Union market;
●
the more noticeable role of Slovenia in
international politics;
●
greater possibilities to organize international
events and conferences in Slovenia;
●
simplified access to international connections
and support for the penetration of Slovenian
science and culture (STB, 2004).
●
The campaign was conducted in Germany,
Italy and Austria in the first two months after
Slovenia's accession to the EU. The marketing
campaign with its slogan 'Slovenia Invigorates'
sought to emphasize the opportunities Slovenia
can offer. A similar campaign was repeated in
2005.
Related to the aim of projecting the desired
image to foreigners through marketing activi-
ties, the STB is working hard on developing and
building a brand identity of Slovenia as a tour-
ism destination, which will reflect its unique
competitive advantage compared to its main
competitors. Although the process started in
2004, it is believed that it will take some time to
develop a clear identity for Slovenia.
Compared to the unfinished process of
building an identity, it is obvious that Slovenia's
tourism stakeholders are themselves working
hard on developing and offering quality tourism
experiences. Consistent with the strategic (long-
term) goals of Slovenian tourism, the STB is try-
ing to encourage all participants in Slovenian
tourism to improve the quality of their services
or products (STB, 2002). The increase in tour-
ism receipts in 2004 may provide a good signal
that Slovenia's tourism is on the correct path.
Contrary to the tourism development pro-
cess going on in Slovenia, like the internal pers-
pective on brand development, the perception
