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Theoretical and Applied Economics
No. 2 / 2011 (555)

The Image of the Tourism Destination – a Supporting Element in the Development of the Regional Tourism Brand Study Case: Muntenia

Aurelia-Felicia STĂNCIOIU
Bucharest Academy of Economic Studies
Bucharest Academy of Economic Studies
Polytechnic University of Bucharest
Anca-Daniela VLĂDOI
Bucharest Academy of Economic Studies
“Transilvania” University of Braşov

Abstract. Nowadays, tourism destinations are increasingly determined to convey an unique and competitive identity within the consumer’s mind. Despite the fact that a growing attention has been paid to the destination brand, in practice there is an inconsistency and sometimes an inexplicable lack of empirical academic studies, thus in some countries (without “a tradition in tourism”) there have been developed, shortly, artificial tourism brands without any substance and argumentation based on real images/perceptions of the tourists/prospects. This work aims to highlight the role that the tourism destination image plays in the development of the own brand and to identify the main tourism attractions and forms of tourism associated with each historical region of Romania.

Keywords: tourism destination; tourism image; regional tourism brand; forms of tourism; destination marketing.

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