Academic journal article Economics, Management and Financial Markets

Romanian Tourism Brand: An Exploratory Research regarding the Development of the Tourism Sector in the Branding Process

Academic journal article Economics, Management and Financial Markets

Romanian Tourism Brand: An Exploratory Research regarding the Development of the Tourism Sector in the Branding Process

Article excerpt

1. Introduction

In the nineteenth century, producers started to use the brand on their products, as their own signature. Their products were marked with their name or their signature, and the products were called "branded products". This process is similar to the one used in arts, when the artists sign their own works (Cosma, 2009, 20-22). The brand represents a guarantee of the quality of a product, and is considered a tool for differentiation of products by the consumers. Nowadays, the legal term used for brand is trademark. A brand can represents an item, a family of items, but usually the brand represents all of the items that the producer is selling. Even in the case of a country, branding a country is the same as branding a destination through a process used to develop a unique personality or identity, by setting it apart from other competitive destinations. Destination branding is a complex process, mainly because a destination includes not only a single product, but a lot more: tourist attractions, cultural venues, accommodation, eating and dining, art establishments, the accommodating hotels, the unique atmosphere of a place, friendliness of the local people (Morgan et al, 2002).

Every country has a special need of developing a national tourist brand which has an impact on medium term; it also and has an important impact over the development and the sustainability of the country, and even on the growth of foreign tourist markets. For a sustainable economy of a country, one of the most important sectors which should be considered by the government officials is the tourism one, because Romania has an unbelievable tourism potential. If this side is exploited, the income obtained will prove to be an important growth factor for the Romanian economy. The development of a tourism brand is only a part of a country image, because the image of a country means a lot more. A national brand involves the promoting of national resources and values, that should generate profit and benefits for a sustainable and developing economy, for raising living standards, for developing a sustainable tourism sector by attracting foreign investors and foreign tourists, new opportunities, increasing the public confidence in business environment, and developing the social sector.

During the 1970s Romania was a well-known country and a tourist destination for foreigners. Because of the political situation and as a result of under-investments, by the end of 1980s, the tourist number decreased significantly. Romania is considered one of the most beautiful and peaceful places in Europe, because of its diverse landscapes. It also has a rich culture and great traditions, which can play a significant role in the development of the tourism sector.

2. Literature Review

2.1 Conceptual delimitations

Brand is one of the most important factors in the implementation of the marketing strategy of any organization set to achieve a significant growth for the following years. According to the American Marketing Association, the brand is defined as a sign, a term, a symbol, a drawing or a combination of these elements, with has the role to help the identification of the services of the goods of a seller or group of sellers, and because of this, the consumers can differentiate the competitors, and choose their desired brand with which they are accustomed (Kotier, 1997). Moreover, the brand notion is not a tangible asset, because it has no physical existence, so the value of it cannot be determined (Shiva, 2005). In marketing perception, brand has a utility which has a capacity and ability to differentiate products, services of a producer or organization, from those of other competitors, and because of this, the organizations are differentiated, and they have a different level on the market.

Like all organizations, tourism organizations also use brands as a way to attract tourists, as tools of marketing communication. Another opinion is that brand represents exactly what the organizations want the consumers to think or feel, in order to buy from them (Van Den Heaver, 2000). …

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