Matić, Jelena and Bratko, Denis (2015) Osobnost brenda destinacije i predviđanje ponašajnih namjera turista: primjer grada Splita. Sociologija i prostor, 53 (3). pp. 213-231. ISSN 1846-5226 (Print), 1849-0387 (Online)
|
Text
SiP 2015_3 Matić, Bratko.pdf Download (3056Kb) | Preview |
Abstract
U fokusu rada dva su fenomena koja su, iako donekle neobična, relativno uvriježena u općoj literaturi o ponašanju potrošača i upravljanju klasičnim brendovima – percepcija osobnosti brenda te samoprocjena podudarnosti između osobnosti pojedinca i osobnosti brenda. U okviru rada te se fenomene razmatra u kontekstu istraživanja ponašanja turista i marketinga mjesta, odnosno turističke destinacije. Kada je riječ o destinacijskim brendovima, percepcija osobnosti brenda odnosi se na viđenje toga kakva bi destinacija bila kad bi bila osoba, tj. procjenu skupa ljudskih osobina povezanih s destinacijom. Procjena samo-podudarnosti pak podrazumijeva izjašnjavanje osobe o tome koliko je njezina osobnost sukladna percipiranoj osobnosti destinacije. Online istraživanjem u kojem su sudjelovali mlađi domaći posjetitelji grada Splita (N = 263) ispitana je struktura percipirane osobnosti grada Splita te je analizirana uloga koju percepcija osobnosti destinacije i procjena samo-podudarnosti imaju u predviđanju ponašajnih namjera turista (preporuka i ponovni posjet). Rezultati pokazuju da sudionici u najvećoj mjeri doživljavaju Split kao lijep, opušten i veseo, a u najmanjoj mjeri kao radišan, glamurozan i zapadni. Oni sudionici koji osobnost Splita doživljavaju pozitivnijom te svoju osobnost procjenjuju sukladnijom osobnosti Splita skloniji su tome da drugima preporuče posjet Splitu od onih sudionika koji se ne smatraju sličnima Splitu te ga općenito doživljavaju negativnijim. Ponovni posjet predviđa samo percepcija osobnosti destinacije, pri čemu je vjerojatnije da se u Split vrate one osobe koje njegovu osobnost vide pozitivnijom. U okviru rasprave o nalazima istaknute su osnovne metodološke zamjerke ovom i sličnim istraživanjima te navedene neke smjernice za buduća istraživanja i praksu. (IN ENGLISH: This paper focuses on two phenomena that are quite unusual, but relatively often present in the literature about consumer behaviour and traditional brand management – brand personality and self-congruity. Here they are examined within the framework of tourists’ behaviour and destination management. Consequently, brand personality relates to the perception of destination as if it were a person, i.e. the assessment of a set of human characteristics associated with the destination. Self-congruity stands for the assessment of the congruence between one’s personality and destination’s personality. Online research on the sample of young domestic tourists of the city of Split (N = 263) examined the structure of the perceived destination personality of Split, and explored the role that the perceived destination personality and self-congruity have in predicting tourists’ behavioural intentions (recommendation and return). The participants mostly perceived Split as beautiful, relaxed and cheerful, and the least as hard-working, glamorous and western. Those participants who assessed the personality of Split more positively and estimated their personality to correspond more to the personality of Split, had greater tendency to recommend Split, in comparison to those participants who did not see themselves to be similar to Split and assessed its personality more negatively. The intention to return was only predicted by the perceived destination personality, with those participants seeing the personality of Split more positively being more likely to visit again. The discussion section includes some observations on the methodological shortcomings of this and similar studies, as well as some guidelines for the forthcoming research and practice.)
| Item Type: | Article |
|---|---|
| Additional Information: | Title in English: Destination personality and the prediction of tourists’ behavioural intentions: the case of the city of Split. |
| Uncontrolled Keywords: | Osobnost brenda (destinacije), grad Split, samo-podudarnost, ponašajne namjere turista (brand (destination) personality, city of Split, self-congruity, tourists’ behavioural intentions) |
| Subjects: | B Philosophy. Psychology. Religion > BF Psychology |
| Depositing User: | Karolina |
| Date Deposited: | 01 Feb 2016 13:51 |
| Last Modified: | 01 Feb 2016 13:51 |
| URI: | http://idiprints.knjiznica.idi.hr/id/eprint/478 |
Actions (login required)
 |
View Item |
