Serbia a recommendable destination: Slovenian and Serbian persprective

Abstract

The main purpose of this study was to examine the perception of Serbia brand identity elements viewed from the stand point of Slovenian residents - external stakeholders, and Serbian citizens - internal stakeholders. The main aim of this research paper is to identify, compare and contrast different perspectives of Slovenian and Serbian residents regarding Serbia brand identity. Multiple surveying techniques consisted of on-the-filed and on-line surveys were applied. 2228 responses were collected in Slovenia and 740 responses in Serbia. Principal component analysis was used for results analysis. Research findings point that certain differences and similarities in the perception of Serbia brand identity between Slovenian and Serbian residents do exist. First difference is reflected in the number of brand identity elements identified by each of the two examined groups. Slovenians identified 4 brand identity elements which are marked as recommendable tourist destination, development, national treasury and cultural heritage; whilst Serbian residents identified 6 elements: people, obsolescence, negative media bias, cultural uniqueness, tourist destination and national treasury. Second difference, is reflected in the view point of both groups. Slovenian residents perceive Serbia as a favourable tourist and business destination, and emotions involved are mostly experiential, whilst the perception of Serbian residents is mainly shaped by emotion of national pride. A side from differences, our research suggests certain similarities in perception of both groups. Slovenian and Serbian residents both hold the view that Serbia is associated with positive attributes, such as: recommendable tourist destination, rich with national treasury and distinctive culture.