 BUCHAREST AS A CITY BRAND: HOW TO ATTRACT RUSSIAN TOURISTSMarina Ochkovskaya
Management and Marketing Journal, 2016, vol. XIV, issue 1, 7-24 Abstract: The aim of this paper is to investigate the attractiveness of Bucharest and its perception by Russian tourists as well as to examine the strengths and weaknesses of the city and define the idea for positioning statement for this place. Bucharest has a deep history and cultural heritage that are highly appreciated by tourists seeking cultural tourism. Moreover, Bucharest had the nickname of "Little Paris" which implied the beauty of the city. Our study focuses mainly on the target audience of Russian people who appreciate cultural heritage. According to the Russian Federal State Statistics Service (Rosstat), the number of Russians who visited Romania as tourists increased by 73% in the first quarter of 2015 (http://russtd.com/destinations/eastern-europe-loses-almost-half-russian-tourists-year). This increase is a positive sign as it means that Romania and Bucharest are becoming more and more attractive for Russian tourists. Tourists can bring many benefits to the place, both economic and social. In turn, new places with heritage can enrich tourists with new knowledge and broaden their erudition. The study allows us to understand the perception of Bucharest by Russian tourists and single out the key elements of the city of Bucharest. The key elements of the city of Bucharest are rooted in cultural heritage and authenticity, including different styles of architecture, Orthodox churches, classical and folk music, outstanding musicians and food. Bucharest might thus be offered the positioning as a mysterious authentic city revealing the coexistence of different times.To some extent this paper contributes to the understanding of the image of Bucharest in Russian tourists’ eyes, their associations and fears. It gives some insights into factors that make Russians choose touristic destinations. In addition, some ideas for the city positioning, logos and slogans can derive from this paper. The study can be useful for touristic agencies or for the Ministry of Regional Development and Tourism which deal with the touristic flow and country image. Keywords: city brand; values; multi-sensory experience; cultural heritage (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:aio:manmar:v:xiv:y:2016:i:1:p:7-24 Access Statistics for this article Management and Marketing Journal is currently edited by Tudor Nistorescu More articles in Management and Marketing Journal from University of Craiova, Faculty of Economics and Business Administration Contact information at EDIRC. |
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