Slovenian-based Brand Equity of Soča Valley
Ključne besede:
destinacijska znamka, manjša turistična destinacija, premoženje znamke, Dolina SočePovzetek
V prispevku izpostavljamo in opozarjamo na smiselnost raziskovanja tematike znamk manjših destinacij, ki je tudi na svetovni ravni še slabo raziskana. Konkretne- je se osredotočamo na analiziranje premoženja manjše slovenske turistične desti- nacije – Doline Soče. Rezultati kvantitativne raziskave, izvedene na 211 slovenskih potencialnih obiskovalcih, nakazujejo, da Slovenci dobro poznajo znamko Dolina Soče, imajo o njej pozitivno podobo, dobro vrednotijo tudi njeno kakovost ter so ji zvesti. Tako izvedena raziskava je prva tovrstna raziskava, ki daje podrobnejši vpogled v razumevanje in ovrednotenje Doline Soče med Slovenci. Ti izsledki so lahko dobra osnova pri nadgradnji njenih nadaljnjih dolgoročnih strategij, ki pa mo- rajo v prvi vrsti izhajati iz identitetnih elementov znamke.
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