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Background and Purpose: The aim of the research was to find out how business partners from the field of tourism estimate the dimensions of the image of Bled and the marketing mix used to promote Bled. Further on we were interested in evaluating the influence of image and marketing mix on the scope of sales measured in overnights. The following dimensions of image were explored: perceived uniqueness of image as a whole, perceived uniqueness of attractions and experiences, perceived quality of the environment (cleanness), perceived feeling of safety, as well as the dimensions of the marketing mix: perceived quality of products (accommodation, culinary offer, transfers, etc.), perceived price of services, perceived manner of sales for the promotion of Bled, perception of promotional channels, perception of residents (politeness, friendliness, multicultural and religious openness, etc.) and a positive experience of visiting Slovenia.Design/Methodology/Approach: The survey was dispensed among 400 incoming agencies, foreign tour operators, tourist agencies and associations that promote the product of Bled. 235 units were received, 164 of them were completed. The respondents come from 30 countries from all over the world.Results: The findings disclose how service quality, tourist provider competencies and environmental factors are estimated. Safety at Bled has the highest arithmetic mean and the lowest standard deviation. The lowest ranking is linked to traffic and tolerance towards other religions. It is alarming to find the service quality, as the core of tourism business, rated poorly during the main season.Conclusion: Having overviewed the available literature it might be concluded that the analysis can be regarded as the first research of the tourist destination Bled performed in this manner and scope.Ozadje in namen: Namen raziskave je bil ugotoviti, kako poslovni partnerji s področja turizma ocenjujejo podobo Bleda in trženjskega spleta, ki se uporablja za promocijo Bleda. Nadalje nas je zanimala ocena vpliva podobe in trženjskega spleta na obseg prodaje, izmerjeno s številom prenočitev. Proučevali smo naslednje dimenzije podo­be kraja: zaznavanje unikatnosti slike kot celote, zaznano unikatnost znamenitosti in izkušenj, zaznano kakovost okolja (čistost), zaznan občutek varnosti, kot tudi razsežnosti trženjskega spleta: kakovosti produktov (namestitev, kulinarična ponudba, transferji, itd.), zaznano ceno storitev, zaznani način prodaje za promocijo Bleda, dojemanje promocijskih kanalov, dojemanje prebivalcev (vljudnost, prijaznost, multikulturna in verske odprtost, itd.) in pozitivna izkušnja na obisku v Sloveniji.Zasnova / metodologija / pristop: Podatke za raziskavo smo zbrali z vprašalnikom, ki ga je izpolnilo 400 agencij, tujih organizatorjev potovanj, turističnih agencij in združenja, ki spodbujajo izdelek Bleda. Zbrali smo 164 kompletno izpolnjenih vprašalnikov, izpolnili so jih anketiranci iz 30 držav z vsega sveta.Rezultati: Ugotovitve kažejo, kako so ocenjeni kakovost storitev, kompetence turističnega ponudnika in okoljski dejavniki. Ocena varnosti na Bledu ima najvišjo ocenjeno aritmetično sredino in najnižji standardni odklon. Najnižja uvrstitev je povezana s prometom in strpnostjo do drugih religij. Zaskrbljujoče, je bila kakovost storitev, kot jedro tur­ističnega gospodarstva, v času glavne sezone, nizko ocenjena.Zaključek: Po tem ko smo pregledali razpoložljivo literaturo, da bi lahko sklepali, da je analiza mogoče obravnavati kot prvi raziskavo turistične destinacije Bled, izvedena na opisani način in v opisanem obsegu

Marketing Mix and Tourism Destination Image: The Study of Destination Bled, Slovenia