Serbia’s Competitive Position in the Regional Tourism Destination Market

Open access

Abstract

The paper analyzes a competitive position of Serbia as a destination in the regional tourism market. The regional market includes Serbia’s neighboring countries enhanced by Austria, Slovenia and Greece to provide a better view of the competitive landscape of the Southeast European region, herein termed the “Extended Balkans”. The gap analysis was applied to the selected number of global secondary indices to highlight the differential effects that impact Serbia’s position in different domains and categories, which in turn, has a profound effect on Serbia’s ability to attract, delight and retain visitors. The emphasis of this theoretical paper is placed on the concept and methodology rather than on the selection of indices. The paper caters to both practitioners and academics by contributing to the literature on destination competitiveness through the lens of the positioning theory.

If the inline PDF is not rendering correctly, you can download the PDF file here.

  • Aaker D. (1996). Building Strong Brands. New York: The Free Press.

  • Aaker D. (1991). Managing Brand Equity. New York: The Free Press.

  • Anholt S. (2004). Editor’s foreword to the first issue. Place Branding and Public Policy 1(1) 4-11.

  • Ashworth G. & Kavaratzis M. (2010). Place branding: where do we stand? In A. Gregory & M. Kavaratzis Towards Effective Place Brand Management. Branding European Cities and Regions (pp. 1-14). Northampton: Edward Elgar Publishing.

  • Blain C. Levy S. & Ritchie J. (2005). Destination branding: Insights and practices from destination management organizations. Journal ofTravel Research 43(May) 328-338.

  • Boo S. Y. Busser J. A. & Baloglu S. (2009). A model of customer-based brand. Tourism Management 219-231.

  • Brand Finance. (2015). Nations Brands 2015. London: Brand Finance.

  • Buhmann A. & Ingenhoff D. (2013). Advancing the Country Image Construct from a Public Relations Perspective: The Constitution of the County Image and its Effect on Travel Behavior. EUPRERA 2013 Congress (pp. 1-17). Barcelona Spain.

  • Chen Q. & Wells W. D. (1999). Attitude Toward the Site. Journal of Advertising Research 39(5) 27-38.

  • Dupeyras A. & MacCallum N. (2013). Indicators for Measuring Competitiveness in Tourism: A Guidance Document. Paris: OECD Publishing.

  • Dwyer L. (2015). Destination Competitiveness: Challenges for Transition Economies. Ljubljana: Faculty of Economics University of Ljubljana.

  • Economics T. (2015). Credit Rating. Retrieved December 22015 from Trading Economics: http://www.tradingeconomics.com/country-list/ratingFabiutti M. & Tench R. (2015 January). Are we talking the same language? Challenging complexity in country brand models. Athens Journal of Business and Economics 49-61.

  • Fetscherin M. (2010). The determinants and measurement of a country brand: the country brand strength index. International Marketing Review 27(4) 466-479.

  • Future Brand. (2015). Country Brand Index 2014-15. Future Brand. Retrieved December 22015 from Future Brand: http://www.futurebrand.com/uploads/CBI-14_15-LR.pdf

  • Gartner W. C. & Ruzzier M. K. (2011). Tourism Destination Brand Equity Dimensions: Renewal versus Repeat Market. Journal of Travel Research 50(5) 471-481.

  • Go F. M. & Govers R. (2011). International place branding yearbook 2011: managing reputational risk. Individual chapter’s contributors. London: Palgrave Macmillan.

  • GOI. (2015). Global Opportunity Index. Santa Monica: Milken Institute.

  • Heritage. (2016). 2016 Index of Economic Freedom. Retrieved July 20 2016 from Heritage: http://www.heritage.org/index/

  • IEP. (2016). Global Peace Index 2016. New York: Institute for Economics and Peace.

  • IMF. (2016). Report for Selected Countries and Subjects. Retrieved July 20 2016 from International Monetary Fund: https://www.imf.org

  • INSEAD. (2015). The Global Innovation Index 2015. Geneva: Cornell University INSEAD and World Intellectual Properties.

  • Jahan S. (2015).Human Development Report 2015. New York: UNDP.

  • Keller K. (1993). Conceptualizing measuring and managing customer‐based brand equity. Journal of Marketing 57(1) 1‐22.

  • Keller K. L. (2013). Strategic Brand Management. In K. L. Keller Strategic Brand Management Building Measuring and Managing Brand Equity. Essex: Pearson.

  • Keller K. L. & Lehmann D. R. (2002). Measuring Brand Equity. Hanover NH: Dartmouth College Working Paper.

  • Kladou S. Giannopoulos A. A. & Mavragani E. (2015). Destination Brand Equity Research from 2001 to 2011. Tourism Analysis 20 189-200.

  • Knoema. (2016). Travel & Tourism Total Contribution to GDP. Retrieved July 15 2016 from Knoema: https://knoema.com/atlas/topics/Tourism/Travel-and-Tourism-Total-Contribution-to-GDP/Total-Contributionto-GDP-percent-share

  • Konecnik M. & Gartner W. C. (2007). Customerbased brand equity for a destination. Annals of Tourism Research 400-421.

  • Kotler P. & Keller K. L. (2012). Marketing Management. Upper Saddle River NJ: Prentice Hall.

  • Lee H. Ju-Pak K.-H. & i Hong M. (2015). Comparative Perspectives on Brand Value of Place Slogans: Analysis of Different Cities States and Countries. American International Journal of Social Science40(2) 59-70.

  • Marruti F. & Tench R. (2015). Are we talking the Same Language? Challenging Complexity in Country Brand Models. Athens Journal of Business and Economics 49-61.

  • Martilla J. & James J. (1977). Importance-Performance Analysis. Journal of Marketing (pre-1986) 41(000001) 77-79.

  • Mihailovich P. (2006). Kinship Branding: A Concept of Holism and Evaluation for the Nation Brand. Place Branding 2(3) 229-247.

  • Moilanen T. & Rainisto S. (2009). How to brand nations cities and destinations: a planning book for place branding. London: Palgrave Macmillan.

  • Morgan N. Pritchard A. & Piggott R. (2002). New Zealand 100% Pure. The creation of a powerful niche destination brand. Journal of Brand Management 9(4-5) 335-354.

  • NFA. (2015). National Footprint Accounts. Oakland CA: Global Footprint Network.

  • Numbeo. (2016 April 2). Cost of living. Retrieved December 2 2015 from Numbeo: http://www.numbeo.com/cost-of-living/

  • Park S. & Petrick J. (2006). Destinations’ perspectives of branding. Annals of Tourism Research 33(1) 262-265.

  • Pike S. (2009). Destination brand positions of a competitive set of near-home destinations. Tourism Management 30(6) 857-866.

  • Pike S. (2002). Destination Image Analysis. A review of 142 papers from 1973-2000. Tourism Management 23(5) 541-549.

  • Pike S. (2000). The use of importance-performance analysis to identify determinant short break destination attributes in New Zealand. Pacific Tourism Review 6(2) 23-33.

  • Pike S. (2005 ). Tourism destination branding complexity. Journal of Product & Brand Management 14(4) 258-259.

  • Popesku J. (2011). Menadžment turističke destinacije. Beograd: Univerzitet Singidunum. In Serbian.

  • Ritchie J. B. & Crouch G. I. (2010). A Model of Destination Competitiveness/Sustainability: Brazilian Perspectives. Revista de Administracao Publica 44(5) 1049-1066 .doi:

    • Crossref
    • Export Citation
  • Schröter T. Y. & Schwekendiek D. (2015). Understanding South Korea’s Poor Nation Brand Image: A Content Analysis of Two Leading German Print News Media 1948-2013. International Journal of Asia Pacific Studies 11(1) 115-135.

  • SPI. (2015). Social Progress Index 2015. Washington: Social Progress Imperative.

  • SSF. (2014). Sustainable Society Index. Retrieved December 2 2015 from Sustainable Society Foundation: http://www.ssfindex.com/about-ssf/

  • Transparency. (2015). Corruption Perception Index 2015. Retrieved December 2 2015 from Transparency International: http://www.transparency.org/cpi2015

  • TravelImage. (2015). Travel Image 2015. Stockholm: Related.

  • UNWTO. (2014). Annual Report 2014. Madrid:World Tourism Organization.

  • UNWTO. (2016). UNWTO Tourism Highlights 2016 Edition. Madrid: World Tourism Organization.

  • UNWTO. (2017). UNWTO World Tourism Barometer. Madrid: World Tourism Organization

  • Vardar N. (2013). Recent trends in global advertising practice beyond the fundamentals. Retrieved October 2 2013 from http://hstalks.com.ezproxy.leedsmet.ac.uk/

  • WB. (2016). International Tourism Expenditures. Retrieved July 20 2016 from World Bank: http://data.worldbank.org/indicator/ST.INT.XPND.CD

  • WEF W. E. (2015). Travel and Tourism Competitiveness Report. Geneva: World Economic Forum.

  • WHR. (2015). World Happiness Report 2015. New York: Sustainable Development Solutions Network.

Search
Journal information
Metrics
All Time Past Year Past 30 Days
Abstract Views 0 0 0
Full Text Views 243 108 3
PDF Downloads 109 55 1