Associative Perception of Latvia as a Travel Destination in European Target Markets

Abstract

The image of the destination and its perception play an important role in distinguishing objectively comparable alternatives. The aim of the research was to find out the associative perceptions of Latvia as a tourism destination in Latvia’s target markets in Europe, as well as to investigate whether the current and potential Latvian tourism brands correspond with the associations of the people of these markets about holiday travel. The study involved data of three face-to-face surveys conducted in several places in Germany, Switzerland, and Austria in the summer of 2015, 2016, and 2017. The questionnaire was made to determine the recognition and the image of Latvia as tourism destination as well as to determine the associations relating to Latvia expressed with keywords and colors. For data analyses following methods were used: descriptive statistics, cross tabulation, data correlation, network analyses, and visualizations. Main results and findings of the study are addressed to organizations that are responsible for tourism image development in Latvia, to evaluate destination branding and improve marketing communication. Research result analyses confirmed that the German, Swiss, and Austrian residents’ associations with Latvia and associations with holiday travel expressed in colors correspond with each other and with color concept of former Latvian tourism logo ‘Latvia. Best enjoyed slowly’.