The Basic Postulates of the Green Image of a Country: The Case of Croatia

Abstract

A country image is a generic construct created by a wide range of factors as representative products, national characteristics, economic and political backgrounds, history and traditions. In times when environmental protection and performance have become two of the world’s most important priorities, such a general view of a particular country should include green dimensions as well. Literature review suggests a lack of literature on the coexistence of country image and green orientation. The goal of the chapter is to bridge the gap in the research literature about the green image of a country and to explore the level of awareness of its existence among tourists. Therefore, after secondary (desk) research, primary (field) research in two stages was conducted. Both qualitative and quantitative techniques were used in both stages. Firstly, group interviews were conducted among tourists in the capital of Croatia. Then, a survey was carried out with 250 tourists who shared their perception of the environmental practices in Croatia. The research results indicate that Croatia has a green image mostly because of its unspoiled nature and natural food assortment. However, the implementation of environmentally responsible activities is lacking, especially those related to waste and energy management, as well as fundamental knowledge and experience of Croatian citizens on how ecological awareness contributes to higher quality of life.