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Theoretical and Applied Economics
No. 5 / 2014 (594)

The sensory brand of the destination. Case study: Transylvania

Mihail-Cristian DIŢOIU
Bucharest University of Economic Studies, Romania
Aurelia-Felicia STĂNCIOIU
Bucharest University of Economic Studies, Romania
“Transilvania” University of Brașov
Lucian-Florin ONIŞOR
Bucharest University of Economic Studies, Romania
Andreea BOTOȘ
Bucharest University of Economic Studies, Romania

Abstract. Destinations can be considered a predominantly experiential tourism product in the context of sensory marketing, which would be the best instrument for creating, communicating and delivering the experiential values of the tourism product, and for developing the sensory brand of a destination. Given that, generally speaking, the geographic area of a destination is difficult to market (because of the multitude of component entities that must have the same vision, although competing at the same time), the unitary character of a destination is reinforced in the identity of the sensory brand, regarded as a collection of sensory experiences, i.e. a collection of contact points between the tourist and the destination. This study identifies the sensory experiences of tourists in the microdestination Transylvania, thus being a starting point in the development of the sensory brand of the destination.

Keywords: identity, image, sensory brand of the destination, sensory marketing.

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