ANALYSIS OF THE IMAGE OF THE CITY OF SARAJEVO

Abstract

The image of Sarajevo is still quite unexplored. The image of the city of Sarajevo has long been disturbed due to war events, but also because of the unstable political situation in Bosnia and Herzegovina. The purpose of the paper is to explore the cognitive, affective, and conative components of the image of the city of Sarajevo. The goal is to discover how the cognitive, affective, and conative component influences the overall image of the city of Sarajevo. The paper used a quantitative approach to research, which included data collection through surveys. This study used a convenience sample of 250 foreign tourists – tourists who visited Sarajevo during the winter (from December 10, 2018, to January 31, 2019). For data analysis, descriptive statistics and ANOVA were used. The results of the research have shown that the cognitive, affective, and conative components of the image have a statistically significant positive influence on the overall image of the city of Sarajevo.