Evaluating Slovenia's image as a tourism destination: A self-analysis process towards building a destination brand

This paper points out the importance of evaluating the image of a destination. The importance of the role of identity in branding is discussed and the process of image evaluation as a self-analysis process leading towards building a strong destination brand is considered. Image evaluation is even more important for young countries like Slovenia. Slovenia's general image — especially the perceptual/cognitive component — as seen by tourist experts, is evaluated. Possible image factors are presented and suggestions for marketing actions in line with new trends on the demand side are offered. The emphasis is on the active component, including the different types of activities offered to foreign tourists in the mountain areas and the participation of Slovenian people in living and sharing the destination brand.