Preliminary communication
https://doi.org/10.22522/cmr20200154
The Role of Stereotypes in the Creation of National Image: The Image of Croatia held by Japanese People
Tanja Grmuša
orcid.org/0000-0002-2675-0171
; Marketing and Communication Department, Business School of Zagreb, Zagreb, Croatia
Hazuki Mori
; Department of Indology and Far Eastern Studies, Faculty of Humanities and Social Sciences, University of Zagreb, Zagreb, Croatia
Abstract
How do stereotypes work while national images are built? This is one of the major questions in our long-term research project. As the first step towards finding answers to this question, this paper explores Japanese stereotypes of Croatia as a case example through qualitative approaches. The main reasons Japanese stereotypes are discussed here are: 1) we believe that Japanese people do not have a strong bias toward Croatia, either positive or negative, and 2) we hope to somehow contribute to Croatian tourism strategies, which should be based on the creation of a good national image – Croatia can become a more popular destination for more Japanese people. One of the main objectives of this paper is to contribute to the Croatian tourism industry, as well as to research stereotypes and national branding based on these motives.
Keywords
national images; stereotypes; interculturalism; national branding; tourism strategies; destination marketing plans
Hrčak ID:
238219
URI
Publication date:
25.5.2020.
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