Creşterea competitivităţii unei destinaţii turistice prin brand şi branding. Studiu de caz: România

Abstract

The choice of a tourist destination is facilitated, among other things, by the brand. In many cases, the experience has shown that promoting tourism has helped building the brand of a country, region or city in order to provide an identity through the formation of a real image, positive and attractive. Tourism can create an “umbrella” brand that encompasses marketing efforts for economic development, the increase of investments and exports. Furthermore, a strong brand is a factor of growth for competitiveness of tourist destinations. Therefore, the purpose of this paper is to show how tourism has contributed to the development of a country brand for Romania. In this context, the evolution of Romania as a tourist destination is presented and market segments from the recent years are described. The quantitative analysis was achieved through the study of some suggestive indicators of the theme in question, such as the number of tourists, tourism receipts and tourist reception facilities