THE IMPORTANCE OF THE COUNTRY BRAND FOR TOURISM: COMPARATIVE ANALYSIS BETWEEN ROMANIA AND GREECE

Ionela-Valeria Popescu
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Ionela-Valeria Popescu: Faculty of Marketing, The Bucharest University of Economic Studies, Romania

SEA - Practical Application of Science, 2014, issue 3, 434-441

Abstract: The country brand is becoming an ever more important topic considering that, as is the case of a company, the brand is what makes the difference between the product that each country proposes to its consumers, its characteristic features, the values it relates to and the image it promotes. The aim of the work is to outline the role that the country brand holds for tourism, analyzing the situation of two European states with high tourist potential. Moreover, throughout its summary, the work follows the extent to which, by having a strong country brand, it is possible to create a tourist brand reflecting the representative elements of the promoted country, and a clear image of the destination. The research consists of identifying the results obtained by Romania and Greece, following the outlining of a country brand, the implications it has on the economy, and the future directions that can be taken in the development of tourism according to the most important values of each such state.

Keywords: Country brand; Tourism; Promise of value; Tourist brand; Destination image (search for similar items in EconPapers)
JEL-codes: L83 M31 (search for similar items in EconPapers)
Date: 2014
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Persistent link: https://EconPapers.repec.org/RePEc:cmj:seapas:y:2014:i:3:p:434-441

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