THE ROLE OF NATION BRANDING IN THE DEVELOPMENT OF ENTREPRENEURSHIP IN TOURISM

Ionela-Valeria Popescu, Valerică Olteanu and Cătălin Valeriu Curmei
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Ionela-Valeria Popescu: The Bucharest University of Economic Studies, Romania
Valerică Olteanu: The Bucharest University of Economic Studies, Romania
Cătălin Valeriu Curmei: The Bucharest University of Economic Studies, Romania

CrossCultural Management Journal, 2015, issue 2, 137-150

Abstract: This thesis approaches a current subject, in the context of the economic changes that are occurring on a global scale, that is, entrepreneurship and the benefits of its development for people. Whether it is manifested in the tourism industry or any other area of activity, the enterprise must be encouraged for at least two essential reasons: through the diversity of the goods and services that they offer, companies contribute to serving a large number of needs and creating new jobs. The novelty of the theme is emphasized by introducing the subject of nation branding as an opportunity and, at the same time, as a challenge for entrepreneurs in the field of tourism, but also by pointing out how this can contribute to an increase of their income. The purpose of the research is to highlight the role of nation branding in the development of entrepreneurship in tourism and the results of the research are outlined in an overview of the signals that the business environment that was the object of the research is giving off with regards to nation branding and its importance for Romania.

Keywords: Entrepreneurship in tourism; Nation brand; Business environment; Tourism product; Romania (search for similar items in EconPapers)
JEL-codes: L26 L83 M31 (search for similar items in EconPapers)
Date: 2015
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Persistent link: https://EconPapers.repec.org/RePEc:cmj:journl:y:2015:i:8:p:137-150

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