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Windsports (e.g., windsurfing, kiteboarding) can contribute to important tourist experiences at destinations with suitable natural resources. In the context of future tourism decarbonization, it is expected that many distant locations will become less accessible to Europeans, which will increase the attractiveness of nearby destinations. This study provides an analysis of the natural resources of European and nearby windsport destinations, which proves to be important physical evidence for windsport experiences. The high-frequency output of a long-term, high-resolution numerical atmospheric reanalysis (COSMO_REA6) was thoroughly analyzed using a method specifically tailored to windsports. This gives us unprecedented insight into the geographical distribution of wind resources in the period from May to September. The wind and temperature analysis recognizes the most known windsport locations and identifies several potential locations for possible windsport development. The trend analysis identifies potential changes in future wind conditions. Detailed wind analyses are of great importance to destination managers and marketers, as these could support strategic planning at the destination level, which is necessary for sustainable development. Furthermore, the study can guide windsurfers and kiteboarders in their future destination choices.

This paper explores the concept of consumerbased brand equity and its relevance in today’s environment. In doing so, we extend the previously used dimensions of brand awareness, image, perceived quality, and loyalty to include the dimension of brand relationship. By conducting an empirical study with brand users in Slovenia, we confirm that brand relationships play a role in brand equity studies and should be considered in further research. Consequently, we argue that brand equity should be theoretically treated as a dynamic concept, where the static evaluation of the consumer’s role is extended to include dynamic co-creation. A practical implication of our findings is that brand managers need to take a more proactive role in forming brand equity and its evaluation. U ovom se radu istražuje koncept vrijednosti robne marke, zasnovane na kupcima i njegove relevantnosti u današnjem okruženju. Pritom se proširuju prethodno korištene dimenzije svijesti o robnoj marki, imidžu, percipiranoj kvaliteti i lojalnosti, kako bi se uključila dimenzija odnosa s robnom markom. Korištenjem empirijske studije korisnika robnih marki u Sloveniji, potvrđujemo da odnosi s robnim markama imaju odgovarajuću ulogu u istraživanjima vrijednosti robnih marki te da bi, stoga, trebali biti uključeni u daljnja istraživanja. Također smo utvrdili da se vrijednost robnih marki treba teorijski tretirati kao dinamički koncept, u kojem će se statična evaluacija uloge potrošača proširiti dinamičkom ko-kreacijom. Praktična implikacija naših rezultata odnosi se na potrebu za proaktivnom ulogom menadžera robnih marki u formuliranju vrijednosti robne marke i njezine evaluacije.

Purpose – This paper highlights the importance of employees and the internal branding process in building and sustaining powerful brands. Specifically, we explore the impact of internal brand communication on employee brand commitment. By including employee brand knowledge and employee-brand fit as mediators, organizations develop a more comprehensive understanding of how to enhance the affective brand commitment of their employees. Design/Methodology/Approach – A total of 226 employees of an international hotel chain participated in the study. Employee data were collected with a questionnaire and analyzed by applying structural equation modeling. Findings and implications – The results imply that what matters is not only the direct influence on employee commitment. Rather, by continuously enriching employ ee cognition and enhancing employee brand value congruence, organizations can achieve higher levels of affective brand commitment and, in turn, better customer service. The paper provides several practical implications for managers regarding how to manage communication and other internal branding efforts in their organizations, thus empowering employees and transforming them into brand champions. Limitations – Data on internal brand communication could also be collected from top management and direct supervisors to complement employee perspectives on internal branding. Originality/value – The inclusion of internal brand communication and employee brand knowledge in the internal branding process has led to more comprehensive understanding of how to enhance affective brand commitment of employees. Svrha - Rad naglašava važnost zaposlenika i procesa internoga upravljanja markom u izgradnji i održavanju jakih marki. Konkretnije, istražuje se utjecaj interne komunikacije na predanost zaposlenika marki. Uključivanjem zaposlenikova znanja o marki i podudaranja zaposlenika s markom kao medijatorom, organizacije razvijaju sveobuhvatno razumijevanje kako poboljšati zaposlenikovu afektivnu predanost. Metodološki pristup - U istraživanju je sudjelovalo 226 zaposlenika međunarodnog hotelskog lanca. Podaci su od ispitanika prikupljeni pomoću anketnoga upitnika i analizirani korištenjem modeliranja strukturnih jednadžbi. Rezultati i implikacije - Rezultati impliciraju da nije važan samo izravan utjecaj na predanost zaposlenika. Umjesto toga, kontinuiranim obogaćivanjem spoznaja zaposlenika i povećanjem podudaranja vrijednosti zaposlenika i marke, organizacije mogu postići višu razinu afektivne predanosti marki, a time i bolju uslugu korisnicima. Rad menadžerima pruža nekoliko praktičnih implikacija o tome kako upravljati komunikacijom i ostalim naporima internog upravljanja markom u njihovim organizacijama te na taj način osnažiti zaposlenike i pretvoriti ih u šampione marke. Ograničenja - Podaci o internoj komunikaciji marke mogli su se prikupiti i od najvišeg menadžmenta i izravnih nadzornika kako bi se upotpunila perspektiva zaposlenika o internom upravljanju markom. Doprinos - Uključivanjem interne komunikacije i zaposlenikova znanja o marki u proces upravljanja markom ponuđeno je sveobuhvatno razumijevanje kako poboljšati afektivnu predanost.

Transition to sustainability is a long-term challenge which should also actively engage consumers, as consumption causes environmental stress. In order to understand how consumers adopt eco-products, we conducted an extensive literature review of green consumerism and presented findings of 47 previous research works. In addition, this study’s aim was to explore whether consumers remain only concerned about the environment or whether they actually make a difference. Moreover, we examined gender differences. Because the relationship between consumers’ environmental concern and purchase intention is not straightforward, we aimed to explore the effect of consumers’ environmental concern on their purchase intention. The purpose of this paper was to explore how consumers’ familiarity with and consciousness of eco-products and their perceived sense of environmental responsibility mediate the relationship between consumers’ environmental concern and their purchase intention. We used structural equation modeling to test the proposed conceptual model based on a sample of 705 Slovenian consumers. Our findings suggest that all the above-mentioned constructs mediate the relationship between consumers’ environmental concern and their purchase intention in relation to eco-products. However, consumers’ consciousness of eco-products has the greatest effect in channeling environmental concern into purchase intention of eco-products. In addition, the findings indicate that female consumers express greater environmental concern, consciousness of eco-products, and perceived environmental responsibility than male consumers. The paper concludes with policy and managerial implications, theoretical implications, limitations of the study, and future research directions based on the findings of consumers’ perspectives.

V prispevku predstavljamo vplivnostno trženje in njegove vplive na proces vedenja turistov. Čeprav je vplivnostno trženje v zadnjih letih postalo priljubljena oblika trženja na vseh področjih, je znanstvenih in empiričnih raziskav o vplivu vplivnežev na nakupno vedenje turistov zelo malo. Rezultati raziskave, izvedene med slovenskimi turisti, nakazujejo, da vplivnostno trženje vpliva na začetne faze v procesu nakupnega vedenja turistov, še posebej na prepoznavanje potreb in želja. Pri iskanju informacij mnogi turisti pogledajo Instagram in popotniške bloge, vendar ne moremo trditi, da jim to predstavlja pomemben vir informacij. Prav tako je raziskava pokazala, da turistov vplivneži ne prepričajo s svojo kredibilnostjo in nimajo odločujočega vpliva na njihove nakupne odločitve. Izsledki raziskave potrjujejo dognanja turističnih podjetij, da je sodelovanje z vplivneži priporočljivo, a je potrebna pazljivost pri izboru in sodelovanju z vplivneži. This paper presents influencer marketing and its effects on the tourist behavior process. Although influencer marketing has become a popular form of marketing in all areas in recent years, there is little scientific and empirical research on the impact of influencers on tourist buying behavior. The results of a survey conducted among Slovenian tourists imply that influencer marketing impacts the initial stages in the buying behavior process, especially the identification of needs and desires. When searching for information, many tourists look at Instagram and travel blogs. However, the results do not confirm influencer marketing to represent an important information source and the decisive influence on buying decisions. In addition, tourists do not find influencers credible. The results of the research confirm the findings of tourism companies that cooperation with influencers is recommendable, but caution is needed when selecting and cooperating with influencers.

This paper highlights and draws attention to the importance of branding small destinations, a concept poorly researched at the global level. More specifically, we focus on analyzing the customer-based brand equity of Soča Valley, a small Slovenian tourist destination. The results of the quantitative research, conducted on 211 potential Slovenian visitors, imply that Slovenians are aware of Soča Valley, have a positive image of it, perceive its good quality, and are loyal to it. The presented research represents the first investigation that gives detailed insights into the understanding and evaluation of Soča Valley among Slovenes. These findings might provide a good basis for further upgrading its long-term strategies, which must primarily come from the brand identity elements. V prispevku izpostavljamo in opozarjamo na smiselnost raziskovanja tematike znamk manjših destinacij, ki je tudi na svetovni ravni še slabo raziskana. Konkretneje se osredotočamo na analiziranje premoženja manjše slovenske turistične destinacije - Doline Soče. Rezultati kvantitativne raziskave, izvedene na 211 slovenskih potencialnih obiskovalcih, nakazujejo, da Slovenci dobro poznajo znamko Dolina Soče, imajo o njej pozitivno podobo, dobro vrednotijo tudi njeno kakovost ter so ji zvesti. Tako izvedena raziskava je prva tovrstna raziskava, ki daje podrobnejši vpogled v razumevanje in ovrednotenje Doline Soče med Slovenci. Ti izsledki so lahko dobra osnova pri nadgradnji njenih nadaljnjih dolgoročnih strategij, ki pa morajo v prvi vrsti izhajati iz identitetnih elementov znamke.

Notranji branding je proces, ki omogoča uravnotežen pogled na blagovno znamko na ravni celotnega podjetja. Zanj je značilno usklajevanje vrednot in vedenj zaposlenih z vrednotami in obljubami blagovne znamke. V prispevku se osredotočimo predvsem na njegovo uresničevanje, ki zahteva povezanost različnih funkcij v podjetju, kot sta notranje trženje in ravnanje z ljudmi pri delu. Na podlagi ugotovitev kvalitativne raziskave predstavimo konceptualni model uresničevanja notranjega brandinga. Rezultati raziskave kažejo, da notranji branding poveča znanje zaposlenih o blagovni znamki, kar spodbudi njihovo motiviranost za širjenje podobe blagovne znamke med porabniki. Hkrati ugotavljamo, da uresničevanje notranjega brandinga zahteva usklajeno delovanje notranjega trženja in ravnanja z ljudmi pri delu. Pomen notranjega brandinga narašča, saj je proces usmerjen v razvoj virov, ki podjetju prinašajo konkurenčne prednosti in večjo uspešnost.

Strong country brands are those that are well perceived by their target groups. However, strong brands are based on clear strategies, which are developed and managed by internal stakeholders of the country. The brand I feel Slovenia was born at the end of 2007. In the process of brand development, the views of internal stakeholders were considered. The brand is well recognized and perceived among the Slovenian public. Familiarity with the brand is due primarily to its visual elements (logo and slogan). In the article we present the results of two qualitative studies which suggest that identity elements are known only to the professional public (in our case brand implementers or opinion leaders in key areas of the country), but not to the people of Slovenia. In addition, the results suggest that Slovenians could identify themselves with the brand identity if they would have been introduced to the appropriate content. Moč znamk držav je vidna predvsem v njihovem sprejetju v očeh ciljnih javnosti, medtem ko se v ozadju močnih znamk skrivajo jasne strategije, oblikovane in vodene s pomočjo notranjih interesnih skupin države. Pri procesu oblikovanja znamke I feel Slovenia, katere uradno rojstvo beležimo ob koncu leta 2007, so bila mnenja notranjih skupin upoštevana, znamka pa je v slovenski javnosti hitro dosegla visoko prepoznavnost. Dobro poznavanje in naklonjenost znamki sta predvsem posledica njenih vizualnih elementov (slogana in logotipa). Rezultati v članku predstavljenih kvalitativnih študij, izvedenih sredi leta 2009, nakazujejo na dejstva, da identitetne značilnosti pozna le strokovna javnost (v našem primeru izvajalci znamke na ključnih področjih države oz. t. i. mnenjski voditelji), ne pa tudi prebivalci Slovenije. Prav tako pa rezultati nakazujejo, da bi se lahko z njeno vsebino poistovetili tudi prebivalci Slovenije, če bi jim bila vsebina primerno posredovana.

Successful global companies are aware of the fact that their brands represent the core value of an enterprise. Companies can build their business only through loyal customers by creating strong brand identity. Diverse products and services that can satisfy the same needs show the importance of brands, which represent unique identity to the customer. The result of this exceptional market circumstances is the phenomenon called store brands. Retailers are creating their own brands because they see brands as a way of store image improvement, increase of business profitability and acquirement of new satisfied customers. A brand can lead to such results if retailers develop well-structured strategy of brand introduction and plan ahead to what source expenditure it would arise. Only then it is possible for brand to deliver what is promised. The authors therefore present a theoretical framework including strategic business analysis of existent brands, construction of new brand identity system and finally directions, which lead to successful brand identity system implementation. Nevertheless, the retailers have to study consumer behaviour factors, which would lead target consumers to our store brand. Blagovna znamka predstavlja premoženje podjetja, saj podjetja ugotavljajo, da lahko le prek oblikovanja močne identitete blagovne znamke gradijo na mreži zvestih kupcev. Raznovrstna ponudba izdelkov, ki zadovoljuje enake potrebe, kaže na izjemen pomen blagovne znamke, s katero se porabnik identificira. To so v zadnjem času spoznali tudi trgovci, ki so začeli uvajati trgovsko blagovno znamko, s katero hočejo povečati ugled trgovini, izboljšati dobičkonosnost poslovanja in pridobiti večji delež porabnikov. Slednje pa je mogoče le, če k uvajanju trgovske blagovne znamke pristopijo s skrbno načrtovano strategijo, ki obenem odraža tudi pripravljenost podjetja vlagati v dejavnike, ki blagovni znamki omogočajo izpolnjevanje obljub kupcem. V ta namen v okviru pričujočega prispevka predstavljamo teoretični model, ki vključuje strateško analizo obstoječega poslovanja po blagovnih znamkah, izgradnjo identitetnega sistema nove blagovne znamke in napotke za učinkovito udejanjenje tega sistema v praksi. Poleg upoštevanja tega modela pa morajo trgovci preučiti dejavnike nakupnega odločanja, ki bi ciljne porabnike pripeljali do izbire trgovske blagovne znamke.

The paper presents the concept of customer-based brand equity and its application to our analyzed entity: a tourism destination. The introduced concept of customer-based brand equity for a tourism destination completes previous research findings in this area because it investigates the element of awareness and destination loyalty in addition to the image (and perceived quality) of the tourism destination. The empirical part of the paper analyses the brand Slovenia from the points of view of Germans and Croatians. The results indicate that Croatian respondents have a better perception of Slovenia as a tourism destination than German respondents. Prispevek osvetljuje koncept premoženja znamke v očeh uporabnika ter njegov prenos na analizirano entiteto - turistično destinacijo. Vpeljani koncept premoženja znamke turistične destinacije v očeh turista nadgrajuje dosedanja raziskovanja, saj poleg proučevanja podobe (in zaznane kakovosti) turistične destinacije vključuje tudi analizo zavedanja in zvestobe. Empirični del prispevka ovrednoti znamko Slovenijo v očeh Nemcev in Hrvatov. Zaključki nakazujejo v očeh hrvaških anketirancev višje premoženje znamke Slovenije kot turistične destinacije kakor v očeh nemških anketirancev.