Comunicating Country's Image Through the Oficial Web Sites of Tourist Boards in Bosnia and Herzegovina
Country's image as an overall concept of marketing communication about the country, its economy, tradition and history, resources and potentials becomes more important along with the development of World Wide Web and Internet in general. This paper deals with an analysis of country's image which is communicated through the official web-sites of tourist boards of Bosnia and Herzegovina. Tourist boards in Bosnia and Herzegovina are organized at local level (cantons and municipalities), including two organizations at entity level. This kind of structure is influenced by territorial and administrative constitution of the country which contributes with certain differences in communication strategies of country’s image. One of the objectives of this paper was to analyze the quality of services offered on the tourist boards’ web sites according to the certain criteria (Zeithaml, Parasuraman, Malhotra, 2002). The other objective was to analyze the level of consistency in the communication strategies of Bosnia and Herzegovina’s image, trough the observed web sites, especially from the point of marketing communications. Based on the results, the level of the quality of the tourist boards’ web sites should be improved as well as country’s image promotional strategy.