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1、Touristdestination'sbrandidentitySlovenia,asanexampleAbstract:thisarticleaimstoexploretheconceptoftouristdestinationbrandimagefromthesupplysideandcomparingwiththoseresearcheswhichfocusontourists'feelingoftouristdestinationbrand・Researchersandprofessionalsagreethatit'snecessaryandindivisiblet

2、oanalyzebrandconceptinappropriatingbrandidentityandimagecognition.However,accordingtothestudy,researchersmadethesurveywithinformationmainlyfromtheperspectiveofperceptualimage.Sincelackingsupplierresearchmaycreatesomeimbalances,misunderstandingsandneglectsfortouristdestinationbrand,thispaperc

3、itesaseriesoftheoryframeworktodesignandanalyzethesignsoftourismdestinations.Especially,forthecasestudyofSlovenia・Keywords:brandidentifier;brandconcept;Slovenia;touristdestinationbrandconceptIntroductionAlthoughtheearlyresearchershadtheirdoubtsfortheshiftfrombrandconcepttotheenvironmeritsofto

4、urismdestinations,thisconcepthascausedmanyexpertsandscholarslater.Althoughtourismdestinationcanbethebrand,westillhavetopaycloseattentiontothetransformationfrombrandprinciplestoitsenvironmerits・Thisapproachcouldbetoocommercialwhichmaydamagethecharacteristicoftouristattract!ons.Forinstanee,tob

5、uildtheirownbrandsinaglobalenvironment,theyneedsomehumanrelationsinsociety,historicalcultureandlocalcustoms・Allofthemcouldbehelpfultoapartitfromtheothercompetitors.Someresearchershavecometorealizethattheparticularityofthehistoricalcultureincultureconcepts.Therefore,thedevelopmentofthetourism

6、destinationbrandshouldsticktoacoherenttheoreticalframeworkandgetthesupportofstakeholders.Sofarnow,alargenumberoftourismdestinationresearcheshaddefinedbrandconceptssuccessivelyfromthedemandside.Itmaycausealotofresearchunderstandtourismdestinationfromtheconsumercognition.Comparedwiththat,thesu

7、ppliers7viewsfortourismdestinationbrandareneglectedbyall.Researchscientistsandscholarsagreedthatit'snecessarytoanalysistheconceptofbrandfrombothsupplyanddemandsides.DeChernatonyeventhinksthatrecentbrandconceptanalysisshouldconnecttheconceptofbrandr