Overall, negative words and images are not being seen in any results of this study. All travel videos are presented with numerous positive or neutral descriptors on both Natural landscape and Cultural landscape perspective. While it is common for Slovenian Tourist Board to emphasize positive descriptors on their official website and brand book.Figure X the comparison between the destination identity and the destination images of Slovenia in Natural landscape and Cultural landscape perspective Source: authors The figure X above uses the quantitative data to compare between the destination identity and the destination images in order to gain a better understanding of the difference in each category. As can be seen from the figure X, surprisingly, no significant differences were found in natural landscape aspect projected by Slovenian Tourist Board and presented on the destination image of Slovenia. Nonetheless, cultural landscape which has held the major role in both the destination identity and the destination image of Slovenia. These planned comparisons have revealed how the destination identity is not in line with its image in the cultural landscape aspect which will be discussed further in this section.
Figure Y the comparison between the destination identity and the destination images of Slovenia in Physical features and hydrology perspective Source: authors Even overall natural landscape aspects have aligned to one another. However, figure Y above has shown the significant difference between the destination identity and the destination image of Slovenia in the “water” element where “Lake Bled”, “Lake Bohinj” and the “River” are main characters to capture the attraction of tourists. Whereas location, landscape and smallness of the country were emphasized by Slovenian Tourist Board, all sampling videos were ignored to mention these facts which lead us to make an assumption that the main purpose of the videos was rather sharing the travel experience in Slovenia than promoting the destination. Figure A the comparison between the destination identity and the destination images of Slovenia in Human settlement perspective Source: authors As have been mentioned, the cultural landscape has held the dominant position in both the destination identity and the destination image of Slovenia. The most interesting aspect of this figure A is whereas, STB has focused to communicate in term of “intangible” elements such as “elemental”, “memory”, “health”, “and “Tenacity & Hard work” more than tangible objects, sampling videos in this research are more highlighted on “Tangible” elements such as “Architecture” or “the view of Ljubljana” and the “Feeling” toward them.
Even “intangible” elements defined by Slovenian Tourist Board might make the destination identity of Slovenia align with their logo as “I feel Slovenia”, The further investigation in this aspect is recommended to be done as if “intangible” elements presented by Slovenian Tourist Board is effective and have been well presented by other stakeholders in Slovenia tourism. “Intangible” elements would as well be problematic for Slovenian Tourist Board, given that various tourists can experience and result in the destination image discrepancy or conflict between different stakeholder in presenting “Intangible” elements which is difficult to be advocated and qualified. Figure Z the comparison between the destination identity and the destination images of Slovenia in Landscape interactionsource: authors Images related to the “Landscape interaction” have been frequently mentioned to portray Slovenia’s travel experience.
Tourists have shown an impression toward “souvenirs/spend”, “art”, “culture” and “heritage”. However, as shown in figure z above, it is clear that the major aspects that are not consistent in the perceived image and projected image are “sustainability” element which was emphasized by STB though both resources from STB used on this research. Tourists’ perspective has not noticed any sustainable practices during their travel. Undoubtedly, there are no sustainable practices and activities promoted to or involved tourists in any ways, the suggestion regarding this issue will be made in the next section.
Furthermore, there is a significant difference in “Cuisine”, “Wine”, and “Beer” where these elements have attached a lot of attention from the tourists’ perspective but have not been mentioned enough by Slovenian Tourist Board, as the graph has shown the big incongruence between the projected and perceived destination image in these elements. The results in this chapter have indicated the destination image and the destination identity of Slovenia and the gap between them. The next section, therefore, moves on to discuss the suggestion for Slovenian Tourist Board in term of the strategic communication to minimize the incongruent between the destination image and the destination identity of Slovenia.