Travel Reference
In-Depth Information
other nations. It is possible that evaluations
would differ totally were we to choose potential
tourists or tourism representatives from other
markets.
●
changes in socio-cultural attitudes (like
taking several holidays through the year or
spending more active holidays);
●
increased competition between tourism
suppliers with the effect of reduced prices;
●
decrease in the regulation of some areas
will boost competitiveness (as in the trans-
port sector), which will lower prices; and
●
the single common currency will increase
price transparency and decrease exchange-
rate risks.
In summary, the growing competition
between companies will force or give the oppor-
tunity to raise the quality level of Slovenian tour-
ism. At the same time, the well-situated larger
common market with demanding tourists will
provide enough potential tourists to visit Slovenia.
Because the increase in competition will decrease
prices for tourism products, it is important that
companies are able to offer experiences that
provide the highest added value. Therefore, they
should be able to offer unique experiences.
Although this situation will have a positive effect
on the destination brand of Slovenia, the question
arises of whether Slovenia's small- and medium-
sized enterprises are already prepared and able
to compete in an environment as competitive
as the EU environment.
Slovenia's accession to the EU will mostly
affect the tourist perspective of the brand
'Slovenia'. However, Slovenia as one of the
new EU countries will be perceived better than
in the past. Considering the elements of the
The Impacts of EU Accession on the
Tourism Destination Brand 'Slovenia'
Drawing from the current situation of the tour-
ism destination brand of Slovenia, we speculate
on the possible impacts of EU accession on the
brand's development. As in the previous chap-
ter, we divide all the proposed impacts into the
identity and equity destination concepts. Because
of the interrelationship of both concepts we pro-
ceed to draw common conclusions about our
view of the future position of the destination
brand of Slovenia. The main impacts of EU
accession on the tourism destination brand
'Slovenia' are also presented in Fig. 7.2.
The internal perspective on a brand is
mostly represented in the processes of Slovenian
tourism development. The development of the
tourism sector is influenced by changes at micro
and macro environmental levels. Because of EU
accession, some other impacts can be identified:
the larger common market resulted in more
potential tourists;
●
improved economic conditions meaning
the faster growth of tourism demand;
●
more demanding consumers who are will-
ing to pay for higher-quality experiences;
●
Fig. 7.2.
Impacts of EU accession on the tourism destination brand 'Slovenia'. ST - short-term, MLT -
medium- to long-term.
