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Izvorni znanstveni članak
Evaluation of brand identity of Bulgaria as a tourist destination
Todor Dyankov
orcid.org/0000-0001-6634-527X
; University of Economics, Department of Tourism, Varna, Bulgaria
Viliyan Krastev
; University of Economics, Department of Tourism, Varna, Bulgaria
Krassimira Yancheva
; University of Economics, Department of Tourism, Varna, Bulgaria
| Puni tekst: engleski, pdf (264 KB) | str. 19-34 | citiraj | |
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APA 6th Edition Dyankov, T., Krastev, V. i Yancheva, K. (2018). Evaluation of brand identity of Bulgaria as a tourist destination. Tourism: An International Interdisciplinary Journal, 66 (1), 19-34. Preuzeto s https://hrcak.srce.hr/197380 MLA 8th Edition Dyankov, Todor, et al. "Evaluation of brand identity of Bulgaria as a tourist destination." Tourism: An International Interdisciplinary Journal, vol. 66, br. 1, 2018, str. 19-34. https://hrcak.srce.hr/197380. Citirano 02.03.2021. Chicago 17th Edition Dyankov, Todor, Viliyan Krastev i Krassimira Yancheva. "Evaluation of brand identity of Bulgaria as a tourist destination." Tourism: An International Interdisciplinary Journal 66, br. 1 (2018): 19-34. https://hrcak.srce.hr/197380 Harvard Dyankov, T., Krastev, V., i Yancheva, K. (2018). 'Evaluation of brand identity of Bulgaria as a tourist destination', Tourism: An International Interdisciplinary Journal, 66(1), str. 19-34. Preuzeto s: https://hrcak.srce.hr/197380 (Datum pristupa: 02.03.2021.) Vancouver Dyankov T, Krastev V, Yancheva K. Evaluation of brand identity of Bulgaria as a tourist destination. Tourism: An International Interdisciplinary Journal [Internet]. 2018 [pristupljeno 02.03.2021.];66(1):19-34. Dostupno na: https://hrcak.srce.hr/197380 IEEE T. Dyankov, V. Krastev i K. Yancheva, "Evaluation of brand identity of Bulgaria as a tourist destination", Tourism: An International Interdisciplinary Journal, vol.66, br. 1, str. 19-34, 2018. [Online]. Dostupno na: https://hrcak.srce.hr/197380. [Citirano: 02.03.2021.] |
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Sažetak
The article reveals in a critical way the current brand identity of tourist destination Bulgaria in terms of its multidimensional aspects. The relevant characteristics of the researched brand identity reflect the compound influence of the destination soft power, destination image and destination brand image. For that reason the paper focuses on the theoretical clarification of the meanings and interrelatedness of the above stated categories in connection with their subsequent empirical evaluations and following issues about the opportunities for enhancement of the brand position of destination Bulgaria on the world tourism market. In order to successfully accomplish this task the authors offer an empirical model through which to express and test their research concept.
Ključne riječi
brand identity; brand image; destination image; soft power; Bulgaria
Hrčak ID: 197380
URI
https://hrcak.srce.hr/197380
Moj profil
Srce