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Imidž turizma AP Vojvodine
Tourist destination image of AP Vojvodina
Sažetak
Imidž turističke destinacije postaje sve više značajan faktor koji turisti uzimaju u obzir prilikom donošenja odluke o tome gde će putovati. Zbog toga je važno kakav imidž ima određena destinacija (ili želi imati) ukoliko teži da bude turistička meta. Imidž destinacije čine tri komponente: afektivna (osećajna) - šta ljudi osećaju prema destinaciji, perceptivna - kako turisti cene određene osobine destinacije i kognitivna - vrednovanje samog putovanja u destinaciju i boravak u istoj. Kako bi se sagledale sve komponente koje čine obeležje turističkog imidža Vojvodine, sprovedeno je marketing istraživanje na bazi ankete koja je prosleđena turistima i stanovnicima Vojvodine u periodu decembar 2009 - februar 2010. Istraživanje treba da posluži kao indikator subjektivne ocene stanovnika i turista o trenutnoj poziciji Vojvodine kao turističke destinacije u njihovoj svesti, da bi se na toj osnovi projektovao željeni imidž u budućnosti.
Abstract
Among the various factors which make an impact on making decisions about where to travel, tourist destination image is becoming increasingly important. Tourist destination image consists of three components: affective (emotional) - what people feel towards the destination; perceptive - how tourists evaluate certain destinations; and cognitive - how tourists evaluate trip to a destination and their stay in it. Considering all the components of the tourist destination image of Vojvodina, marketing research was conducted based on a survey sent to tourists and residents of Vojvodina in the period December from 2009 to February 2010. The research should serve as an indicator of subjective assessments of residents and tourists on the current position of Vojvodina as a tourist destination in their mind, so that on that basis we could design the desired image in the future.
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