THE ROLE OF TOURISM IN PERCEPTION OF THE CROATIAN COUNTRY BRAND IN HUNGARY AND CROATIA1

Gerdesics Viktoria1 (gerdesics@gmail.com), Mladen Pancić and Orosdy Bela (orosdy@ktk.pte.hu)
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Gerdesics Viktoria1: University of Pecs Faculty of Business and Economics, Hungary, Faculty of Economics in Osijek, Republic of Croatia
Orosdy Bela: University of Pecs Faculty of Business and Economics, Hungary

Interdisciplinary Management Research, 2014, vol. 10, 236-244

Abstract: Today it is not easy to find the best choice as a tourist. There are not only countless opportunities but the competitive advantages of tourist destinations have to be also identified within the endless bunch of information. Obviously, in a reverse interpretation, neither the supplier countries have an easy job in gaining the tourists. Among others this is one reason to consciously develop a good country brand. A specific historical element of Croatia is its secession from Yugoslavia in 1991 by which it had to develop an independent country image. For this tourism being a decisive part of its economy seemed to be an adequate tool. The survey shown in present study is the continuation of a last year investigation on the Croatian country image carried out in Hungary – this paper shows the results of a Croatian survey as well. Based on Hungarian and Croatian questionnaire surveys it analyses the role of tourism in Croatian country brand by the time of the country’s EU-accession.

Keywords: Croatia; Hungary; country image; country brand; tourism (search for similar items in EconPapers)
JEL-codes: M30 (search for similar items in EconPapers)
Date: 2014
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