Abstract. Although nowadays there are many controversies regarding the three regionalization dimensions (the positive-scientific regionalization, the symbolic- informal regionalization and the normativeformal regionalization) in terms of the modification of the third, due to the norms and principles of the accedence to the European Union and due to the access to the structural funds, the symbolic-informal regionalization (“produced in the collective mental of the individual and group selfidentification, of current practices and that includes the sphere of the culture (…) being not only a factor, but also a result of the social construction” (Benedict, 2000, p. 47)) remains in the same time a supporting element in the development of the regional brand. Thus, the region of Transylvania, in accordance with the results of the conducted research, entirely corresponds with the definition that Passy (2001, p. 16) assigned to the region, namely “on the one hand, a social construction – created by economic, politic, cultural and administrative discourses and practices – but, on the other hand, it might become a power center”.

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