The Image as a Possible Source of Competitive Advantage of the Destination – The Case of Slovenia

The paper points out the image of a destination as a possible source of competitive advantage of the destination. A review of the literature is included showing the rising importance of the image of a destination. Slovenia's image as a tourist destination perceived by foreign tourist experts is analysed. Interesting mountains and lakes, beautiful natural attractions and interesting and friendly people were identified as the most typical attributes of Slovenia's image from the foreign tourist experts' point of view. The significant differences in Slovenia's image between those experts familiar with Slovenia compared to those experts who are only just aware of Slovenia are presented. The research shows that familiarity with Slovenia increases a tourist expert's image of Slovenia, especially the perceptual/cognitive component. According to the results of discriminant analysis, the discriminant attributes of Slovenia's image for each group are emphasised. Slovenia's appealing food and modern health resorts were the discriminant attributes for the group of tourist experts that is familiar with Slovenia, while traditional events were the distinguish attribute for the group of experts that is only just aware of Slovenia. Suggestions as organising familiarisation tours that include tour operators, travel agents and travel writers seemed to be a proper way of boosting Slovenia's image compared to other competitive tourist destinations