Podoba Slovenije kot turistične destinacije in lojalnost na primeru mednarodnih študentov

• Main Author: Marinković, Sanja
• Other Authors: Knežević, Mladen
• Format: Master Thesis
• Language: Slovenian
• Published: 2017
• Subjects: kognitivna podoba; afektivna podoba; lojalnost; cognitive image; affective image; loyalty; info:eu-repo/classification/udc/338.48(497.4):378.091.8-057.67(043.2); sami
• Online Access: https://dk.um.si/IzpisGradiva.php?id=68309; https://dk.um.si/Dokument.php?id=118754&dn=; https://plus.si.cobiss.net/opac7/bib/2048214867?lang=sl

Lojalnost destinaciji v destinacijskem marketingu dobiva vedno večji pomen. Cilj omenjenega marketinga je, da se turisti vračajo na isto destinacijo in jo drugim priporočajo kot turistično destinacijo. Da bi bila lojalnost destinaciji dosežena, je pomembna percepcija destinacije, ki si jo ustvarijo turisti med bivanjem na sami destinaciji. Teoretične raziskave potrjujejo, da podoba destinacija pomembno vpliva na samo lojalnost destinaciji, zato smo si zastavili dve pomembni raziskovalni hipotezi. V raziskavo, ki je potekala od meseca junija do meseca avgusta, je bilo vključenih 290 mednarodnih študentov, ki so v študijskem letu 2016/2017 študirali v Sloveniji. Rezultati so pokazali, da mednarodni študenti visoko ocenjujejo kognitivno in afektivno podobo Slovenije kot turistične destinacije. Poleg ocenjevanja podobe so visoko ocenili tudi lojalnost Sloveniji kot turistični destinaciji. S pomočjo izračuna Pearsonovega koeficienta smo hipotezo, da obstaja povezava med kognitivno podobo in lojalnostjo, potrdili, medtem ko smo drugo hipotezo delno potrdili zaradi šibke povezave med afektivno podobo in lojalnostjo. In destination marketing, destination loyalty gains an increased importance as the goal is to keep visitors coming back to the marketed destination as well as them spreading recommendations to other potential tourists. In order to achieve destination loyalty it is important to know what kind of perception tourists have when they stay at the concerned destination. There is theoretical research that confirms the impact of the destination image on destination loyalty, therefore we have formulated two important research hypothesis. The survey took place from June to August, included 290 international students who were studying in Slovenia in the academic year 2016/2017. The results showed that international students have both a positive cognitive and affective image of Slovenia as a tourist destination. In addition international students also showed high loyalty to Slovenia as a tourist destination. Using Pearson's coefficient calculation supports our hypothesis because there was a correlation between cognitive image and loyalty, while other research hypothesis was partially supported because of low correlation between affective image and destination loyalty.