EXPLORING DESTINATION IMAGE AND PROMOTIONAL ACTIVITIES OF SERBIA – VISITORS' PERSPECTIVE
Keywords:
destination image, cognitive image, conative image, overall image, Serbia
Abstract
The well-established literature emphasized the significant role that destination image plays in shaping tourists’ travel behavior and the potential benefits that can be derived for both the tourist destination and the entire country. Thus, the main goal of this research was to explore how foreign and domestic tourists perceive Serbia’s cognitive, conative, and overall images, as well as the effectiveness of its promotional efforts. The survey research was conducted in the major destinations of Serbia, and it involved a total of 956 tourists. The findings revealed significant differences between the two tourist segments and shed light on lesser-perceived aspects of the destination image, highlighting areas that require attention in the future. The paper offers valuable implications that can address the identified issues effectively.
References
References
Alcocer, N.H. and Ruiz, V.R.L. (2020) The role of destination image in tourist satisfaction: the case of a heritage site. Economic Research-Ekonomska Istraživanja, 23(1), pp.2444-2461.
Almeida-Santana, A. and Moreno-Gil, S. (2019) Perceived sustainable destination image: Implications for marketing strategies in Europe. Sustainability, 11(22), pp.6466.
Baloglu, S. (1997) The relationship between destination images and sociodemographic and trip characteristics of international travelers. Journal of Vacation Marketing, 3(3), pp.221-233.
Baloglu, S. and McCleary, K.W. (1999) A model of destination image formation. Annals of Tourism Research, 26(4), pp.868-897.
Beerli, A. and Martín, J.D. (2004) Factors influencing destination image. Annals of Tourism Research, 31(3), pp.657-681.
Bigné, J.E., Sánchez, M.I. and Sánchez, J. (2001) Tourism image, evaluation variables and after purchase behaviour: inter-relationship. Tourism Management, 22(6), pp.607-616.
Bigné-Alcañiz, E., Currás-Pérez, R. and Sánchez-García, I. (2009) Brand credibility in cause-related marketing: the moderating role of consumer values. Journal of Product & Brand Management, 18(6), pp.437-447.
Bratić, M., Carmer, A.B., Vujičić, M.D., Kovačić, S., Stankov, U., Masliković, D., Bujković, R., Nikolić, D., Mujkić, D. and Ćirirć Lalić, D. (2024) All I know – destination cognitive image latent profile analysis. Tourism Review. (published online ahead of print). Available at: https://doi.org/10.1108/TR-09-2023-0618.
Chelliah, S., Khan, M.J. and Kashi, A. (2021) Antecedents of perceived beneficial destination image: a study on Middle-Eastern medical tourists visit Iran. International Journal of Pharmaceutical and Healthcare Marketing, 15(1), pp.43-63.
Chen, C.M., Chen, S.H. and Lee, H.T. (2010) Assessing destination image through combining tourist cognitive perceptions with destination resources. International Journal of Hospitality & Tourism Administration, 11(1), pp.59-75.
Chu, Q., Bao, G. and Sun, J. (2022) Progress and prospects of destination image research in the last decade. Sustainability, 14(17), pp.10716.
Crompton, J.L. (1979) An assessment of the image of Mexico as a vacation destination and the influence of geographical location upon that image. Journal of Travel Research, 17(4), pp.18-23.
Daskin, M. and Pala, K. (2022) Importance of destination image and customer satisfaction for new emerging destinations: An empirical research case from tourism development perspective. Revista de Turismo y Patrimonio Cultural, 20(5), pp.1203-1217.
Davies, G., and Chun, R. (2002) Gaps between the internal and external perceptions of the corporate brand. Corporate Reputation Review, 5, pp.144–158.
Echtner, C. M. and Ritchie, J. B. (1993) The measurement of destination image: An empirical assessment. Journal of Travel Research, 31(4), pp.3-13.
Echtner, C.M. and Ritchie, J.R.B. (2003) The meaning and measurement of destination image. The Journal of Tourism Studies, 14(1), pp.37-48.
El Sheikh, S.A.H. (2020) Factors affecting pre-visit destination image: application on the Grand Egyptian Museum (GEM). Journal of Humanities and Applied Social Sciences, 2(3), pp.215-234.
Fridgen, J.D. (1984) Environmental psychology and tourism. Annals of Tourism Research, 11(1), pp.19-39.
Gallarza, M. G., Saura, I. G. and Garcı́a, H. C. (2002) Destination image: Towards a conceptual framework. Annals of Tourism Research, 29(1), pp.56-78.
Gartner, W.C. (1993) Image formation process. Journal of Travel and Tourism Marketing, 2(2/3), pp.191-215.
Godfrey, A.N. and Gretzel, U. (2016) The use of modern architecture in city marketing. Travel and Tourism Research Associations: Advancing Tourism Research Globally, 33. Available at: https://scholarworks.umass.edu/cgi/viewcontent.cgi?article=1476&context=ttra.
Kansal, P., Walia, S. and Goel, S. (2015) Factors affecting perception of value for money and customer satisfaction for foreign tourists in Goa. International Journal of Hospitality & Tourism Administration, 8(2), pp.93-102.
Kim, H. and Richardson L. S. (2003) Motion picture impacts on destination images. Annals of Tourism Research 30(1), pp.216-237.
Kim, H. and Stepchenkova, S. (2015) Effect of tourist photographs on attitudes towards destination: manifest and latent content. Tourism Management, 49, pp.29-41.
Kim, J.-H. (2014) The antecedents of memorable tourism experiences: The development of a scale to measure the destination attributes associated with memorable experiences. Tourism Management, 44, pp.34–45.
Költringer, C. and Dickinger, A. (2015) Analyzing destination branding and image from online sources: A web content mining approach. Journal of Business Research, 68(9), pp.1836-1843.
Konecnik, M. (2002) The image as a possible source of competitive advantage of the destination - the case of Slovenia. Tourism Review, 57(1/2), pp.6-12.
Konecnik, M. and Gartner, W.C. (2007) Customer- based brand equity for a destination. Annals of Tourism Research, 34(2), pp.400-421.
Kovačić, S., Jovanović, T. and Šagovnović, I. (2019) Exploring the gap in destination image and destination personality perception between tourists and stakeholders – case of Roman heritage sited in Serbia. Turizam, 23(3), pp.133-144.
Kovačić, S., Jovanović, T., Vujičić, M. D., Morrison, A. M. and Kennell, J. (2022) What shapes activity preferences? The role of tourist personality, destination personality and destination image: evidence from Serbia. Sustainability, 14(3), pp.1803.
Lee, C.C. and Chen, C.J. (2011) The reaction of elderly Asian tourists to avian influenza and SARS. Tourism Management, 32(6), pp.1421-1422.
Lin, C.-H. and Kuo, B.Z.-L. (2018) The moderating effects of travel arrangement types on tourists’ formation of Taiwan’s unique image. Tourism Management, 66, pp.233-243.
Mazursky, D. and Jacoby, J. (1986) Exploring the development of store images. Journal of Retailing, 62(2), pp.145-165.
Mwesiumo, D. and Abdalla, M.J. (2023) Exploring the relative importance of epistemic value, value for money and perceived safety in visitors’ evaluations of a destination. Current Issues in Tourism, 26(6), pp.868-873.
Pike, S. and Ryan P. (2004) Destination Positioning Analysis through a Comparison of cognitive, affective, and conative perceptions. Journal of Travel Research, 42(4), pp.333-342.
Prayag, G. and Ryan, C. (2012) Antecedents of tourists’ loyalty to Mauritius: The role and influence of destination image, place attachment, personal involvement, and satisfaction. Journal of Travel Research, 51(3), pp.342-356.
Puh, B. (2014) Destination image and tourism satisfaction: The case of a Mediterranean destination. Meditteranean Journal of Social Sciences, 5(13), pp.538-544.
Qu, H., Kim, L.H. and Im, H.H. (2011) A model of destination branding: integrating the concepts of the branding and destination image. Tourism Management, 32(3), pp.465-476.
San Martín, H. and Rodríguez del Bosque A.I. (2008) Exploring the cognitive–affective nature of destination image and the role of psychological factors in its formation. Tourism Management, 29(2), pp.263-277.
Schwarzer, M. (2002) Architecture and mass tourism, in Editors Ockman, J. and S. Frausto (eds.) Architourism: authentic, escapist, exotic, spectacular Munich, London: Prestel, pp.12-33.
Sirgy, M. J. and Su, C. (2000) Destination image, self-congruity, and travel behavior: Toward an integrative model. Journal of Travel Research, 38(4), pp.340-352.
Stepchenkova, S. and Mills, J. (2010) Destination image: A meta-analysis of 2000-2007 research. Journal of Hospitality Marketing & Management, 19(6), pp.575-609.
Stylidis, D. (2020) Using destination image and place attachment to explore support for tourism development: The case of tourism versus non-tourism employees in EILAT. Journal of Hospitality & Tourism Research, 44(6), pp.951-973.
Stylidis, D., Shani, A. and Belhassen, Y. (2017) Testing an integrated destination image model across residents and tourists. Tourism Management, 58, pp.184-195.
Tasci, A.D.A., Uslu, A., Stylidis, D. and Woosnam, K.M. (2022) Place-oriented or people-oriented concepts for destination loyalty: Destination image and place attachment versus perceived distances and emotional solidarity. Journal of Travel Research, 61(2), pp.430-453.
Wang, J., Li, Y., Wu, B. and Wang, Y. (2021) Tourism destination image based on tourism user generated content on internet. Tourism Review, 76(1), pp. 125-137.
Wang, X., Wang, X. and Lai, I.K.W. (2023) The effects of online tourism information quality on conative destination image: The mediating role of resonance, Frontiers in Psychology, 14, pp.1140519.
Xu, J. and Au, T. (2023) Destination competitiveness since 2010: research themes, approaches, and agenda. Tourism Review, 78(3), pp.665-696.
Yan, L., York, Q.Y. and Xu, J.B. (2023) Why Chinese do not come: Antecedents and outcomes of destination images. Journal of Vacation Marketing. (published online ahead of print). Available at: https://doi.org/10.1177/13567667231188074.
Yilmaz, Y. and Yilmaz, Y. (2020) Pre- and post-trip antecedents of destination image for non-visitors and visitors: A literature review. International Journal of Tourism Research, 22(4), pp.518-535.
Zhong, L., Morrison, A.M., Zheng, C. and Li, X. (2023) Destination image: a consumer-based, big data-enabled approach. Tourism Review, 78(4), pp.1060-1077.
Alcocer, N.H. and Ruiz, V.R.L. (2020) The role of destination image in tourist satisfaction: the case of a heritage site. Economic Research-Ekonomska Istraživanja, 23(1), pp.2444-2461.
Almeida-Santana, A. and Moreno-Gil, S. (2019) Perceived sustainable destination image: Implications for marketing strategies in Europe. Sustainability, 11(22), pp.6466.
Baloglu, S. (1997) The relationship between destination images and sociodemographic and trip characteristics of international travelers. Journal of Vacation Marketing, 3(3), pp.221-233.
Baloglu, S. and McCleary, K.W. (1999) A model of destination image formation. Annals of Tourism Research, 26(4), pp.868-897.
Beerli, A. and Martín, J.D. (2004) Factors influencing destination image. Annals of Tourism Research, 31(3), pp.657-681.
Bigné, J.E., Sánchez, M.I. and Sánchez, J. (2001) Tourism image, evaluation variables and after purchase behaviour: inter-relationship. Tourism Management, 22(6), pp.607-616.
Bigné-Alcañiz, E., Currás-Pérez, R. and Sánchez-García, I. (2009) Brand credibility in cause-related marketing: the moderating role of consumer values. Journal of Product & Brand Management, 18(6), pp.437-447.
Bratić, M., Carmer, A.B., Vujičić, M.D., Kovačić, S., Stankov, U., Masliković, D., Bujković, R., Nikolić, D., Mujkić, D. and Ćirirć Lalić, D. (2024) All I know – destination cognitive image latent profile analysis. Tourism Review. (published online ahead of print). Available at: https://doi.org/10.1108/TR-09-2023-0618.
Chelliah, S., Khan, M.J. and Kashi, A. (2021) Antecedents of perceived beneficial destination image: a study on Middle-Eastern medical tourists visit Iran. International Journal of Pharmaceutical and Healthcare Marketing, 15(1), pp.43-63.
Chen, C.M., Chen, S.H. and Lee, H.T. (2010) Assessing destination image through combining tourist cognitive perceptions with destination resources. International Journal of Hospitality & Tourism Administration, 11(1), pp.59-75.
Chu, Q., Bao, G. and Sun, J. (2022) Progress and prospects of destination image research in the last decade. Sustainability, 14(17), pp.10716.
Crompton, J.L. (1979) An assessment of the image of Mexico as a vacation destination and the influence of geographical location upon that image. Journal of Travel Research, 17(4), pp.18-23.
Daskin, M. and Pala, K. (2022) Importance of destination image and customer satisfaction for new emerging destinations: An empirical research case from tourism development perspective. Revista de Turismo y Patrimonio Cultural, 20(5), pp.1203-1217.
Davies, G., and Chun, R. (2002) Gaps between the internal and external perceptions of the corporate brand. Corporate Reputation Review, 5, pp.144–158.
Echtner, C. M. and Ritchie, J. B. (1993) The measurement of destination image: An empirical assessment. Journal of Travel Research, 31(4), pp.3-13.
Echtner, C.M. and Ritchie, J.R.B. (2003) The meaning and measurement of destination image. The Journal of Tourism Studies, 14(1), pp.37-48.
El Sheikh, S.A.H. (2020) Factors affecting pre-visit destination image: application on the Grand Egyptian Museum (GEM). Journal of Humanities and Applied Social Sciences, 2(3), pp.215-234.
Fridgen, J.D. (1984) Environmental psychology and tourism. Annals of Tourism Research, 11(1), pp.19-39.
Gallarza, M. G., Saura, I. G. and Garcı́a, H. C. (2002) Destination image: Towards a conceptual framework. Annals of Tourism Research, 29(1), pp.56-78.
Gartner, W.C. (1993) Image formation process. Journal of Travel and Tourism Marketing, 2(2/3), pp.191-215.
Godfrey, A.N. and Gretzel, U. (2016) The use of modern architecture in city marketing. Travel and Tourism Research Associations: Advancing Tourism Research Globally, 33. Available at: https://scholarworks.umass.edu/cgi/viewcontent.cgi?article=1476&context=ttra.
Kansal, P., Walia, S. and Goel, S. (2015) Factors affecting perception of value for money and customer satisfaction for foreign tourists in Goa. International Journal of Hospitality & Tourism Administration, 8(2), pp.93-102.
Kim, H. and Richardson L. S. (2003) Motion picture impacts on destination images. Annals of Tourism Research 30(1), pp.216-237.
Kim, H. and Stepchenkova, S. (2015) Effect of tourist photographs on attitudes towards destination: manifest and latent content. Tourism Management, 49, pp.29-41.
Kim, J.-H. (2014) The antecedents of memorable tourism experiences: The development of a scale to measure the destination attributes associated with memorable experiences. Tourism Management, 44, pp.34–45.
Költringer, C. and Dickinger, A. (2015) Analyzing destination branding and image from online sources: A web content mining approach. Journal of Business Research, 68(9), pp.1836-1843.
Konecnik, M. (2002) The image as a possible source of competitive advantage of the destination - the case of Slovenia. Tourism Review, 57(1/2), pp.6-12.
Konecnik, M. and Gartner, W.C. (2007) Customer- based brand equity for a destination. Annals of Tourism Research, 34(2), pp.400-421.
Kovačić, S., Jovanović, T. and Šagovnović, I. (2019) Exploring the gap in destination image and destination personality perception between tourists and stakeholders – case of Roman heritage sited in Serbia. Turizam, 23(3), pp.133-144.
Kovačić, S., Jovanović, T., Vujičić, M. D., Morrison, A. M. and Kennell, J. (2022) What shapes activity preferences? The role of tourist personality, destination personality and destination image: evidence from Serbia. Sustainability, 14(3), pp.1803.
Lee, C.C. and Chen, C.J. (2011) The reaction of elderly Asian tourists to avian influenza and SARS. Tourism Management, 32(6), pp.1421-1422.
Lin, C.-H. and Kuo, B.Z.-L. (2018) The moderating effects of travel arrangement types on tourists’ formation of Taiwan’s unique image. Tourism Management, 66, pp.233-243.
Mazursky, D. and Jacoby, J. (1986) Exploring the development of store images. Journal of Retailing, 62(2), pp.145-165.
Mwesiumo, D. and Abdalla, M.J. (2023) Exploring the relative importance of epistemic value, value for money and perceived safety in visitors’ evaluations of a destination. Current Issues in Tourism, 26(6), pp.868-873.
Pike, S. and Ryan P. (2004) Destination Positioning Analysis through a Comparison of cognitive, affective, and conative perceptions. Journal of Travel Research, 42(4), pp.333-342.
Prayag, G. and Ryan, C. (2012) Antecedents of tourists’ loyalty to Mauritius: The role and influence of destination image, place attachment, personal involvement, and satisfaction. Journal of Travel Research, 51(3), pp.342-356.
Puh, B. (2014) Destination image and tourism satisfaction: The case of a Mediterranean destination. Meditteranean Journal of Social Sciences, 5(13), pp.538-544.
Qu, H., Kim, L.H. and Im, H.H. (2011) A model of destination branding: integrating the concepts of the branding and destination image. Tourism Management, 32(3), pp.465-476.
San Martín, H. and Rodríguez del Bosque A.I. (2008) Exploring the cognitive–affective nature of destination image and the role of psychological factors in its formation. Tourism Management, 29(2), pp.263-277.
Schwarzer, M. (2002) Architecture and mass tourism, in Editors Ockman, J. and S. Frausto (eds.) Architourism: authentic, escapist, exotic, spectacular Munich, London: Prestel, pp.12-33.
Sirgy, M. J. and Su, C. (2000) Destination image, self-congruity, and travel behavior: Toward an integrative model. Journal of Travel Research, 38(4), pp.340-352.
Stepchenkova, S. and Mills, J. (2010) Destination image: A meta-analysis of 2000-2007 research. Journal of Hospitality Marketing & Management, 19(6), pp.575-609.
Stylidis, D. (2020) Using destination image and place attachment to explore support for tourism development: The case of tourism versus non-tourism employees in EILAT. Journal of Hospitality & Tourism Research, 44(6), pp.951-973.
Stylidis, D., Shani, A. and Belhassen, Y. (2017) Testing an integrated destination image model across residents and tourists. Tourism Management, 58, pp.184-195.
Tasci, A.D.A., Uslu, A., Stylidis, D. and Woosnam, K.M. (2022) Place-oriented or people-oriented concepts for destination loyalty: Destination image and place attachment versus perceived distances and emotional solidarity. Journal of Travel Research, 61(2), pp.430-453.
Wang, J., Li, Y., Wu, B. and Wang, Y. (2021) Tourism destination image based on tourism user generated content on internet. Tourism Review, 76(1), pp. 125-137.
Wang, X., Wang, X. and Lai, I.K.W. (2023) The effects of online tourism information quality on conative destination image: The mediating role of resonance, Frontiers in Psychology, 14, pp.1140519.
Xu, J. and Au, T. (2023) Destination competitiveness since 2010: research themes, approaches, and agenda. Tourism Review, 78(3), pp.665-696.
Yan, L., York, Q.Y. and Xu, J.B. (2023) Why Chinese do not come: Antecedents and outcomes of destination images. Journal of Vacation Marketing. (published online ahead of print). Available at: https://doi.org/10.1177/13567667231188074.
Yilmaz, Y. and Yilmaz, Y. (2020) Pre- and post-trip antecedents of destination image for non-visitors and visitors: A literature review. International Journal of Tourism Research, 22(4), pp.518-535.
Zhong, L., Morrison, A.M., Zheng, C. and Li, X. (2023) Destination image: a consumer-based, big data-enabled approach. Tourism Review, 78(4), pp.1060-1077.