Povezovanje podobe znamke destinacije, lastne skladnosti in vedenja turistov: študija primera na lokalnem zdravilišču
DOI:
https://doi.org/10.4335/16.2.293-310(2018)Ključne besede:
podoba znamke destinacije • teorija lastne skladnosti • vedenjske namere turistov • lokalno zdravilišče, podoba znamke destinacije, teorija lastne skladnosti, vedenjske namere turistov, lokalno zdraviliščePovzetek
S študijo želimo raziskati odnos med podobo znamke destinacije, lastno skladnostjo in vedenjskimi namerami turistov v lokalnem zdravilišču. Ugotovitve kažejo, da domači turisti (N=232), ki obiščejo zdravilišče, takšni destinaciji pripisujejo osebnostne značilnosti in da je podoba znamke takšnega zdravilišča kombinacija petih dimenzij, ki so pozitivno povezane z namerami turistov, da se na lokacijo vrnejo in jo priporočijo naprej. Izsledki študije tudi potrjujejo, da se lahko teorija lastne skladnosti uporabi za zdravilišče, saj so bili ugotovljeni pozitivni odnosi med vsemi štirimi dimenzijami lastne skladnosti in namerami. Ne glede na to pa naša raziskava razkriva, da obstaja negativna, čeravno nepomembna povezava med družbeno lastno skladnostjo in namero po vrnitvi.
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