THE INFLUENCE OF DETERMINING FACTORS ON TOURISTIC DESTINATION IMAGE

Touristic destination image presents an universally important concept for successful management of a destination on local and global markets. Aim of this paper is to define antecedents of Split image as a touristic destination, researched on the sample of foreign tourists. For this purpose existing model was adapted to specificities of Split as a touristic destination. Typical destination characteristics, such as attractions, infrastructure, educated and cordial hosts, are no longer sufficient for the positioning in touristic market. Therefore, the idea of destination image is used to differentiate destination from competition and create a unique positioning in consumer mindset in order to generate visits and loyalty. In this paper authors tested the model from literature (Baloglu & McCleary, 2009., and Beerli & Martin, 2004.) which starts from informational-communicational, demographic and motivational factors which influence cognitive and effective image components, and subsequently the overall destination image.