Importance of the Slogans as a Brand Communication Tool of Tourist Destinations

Marianna Aleksandrova ()
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Marianna Aleksandrova: University of Economics - Varna

Izvestia Journal of the Union of Scientists - Varna. Economic Sciences Series, 2019, vol. 8, issue 3, 154-162

Abstract: Communication tools are an important part of marketing activities for tourism brands positioning. The hereby article aims at examining the impact of slogans, which are part of the destinations' communication strategies, on the intensity of destinations' visits. The subject of this study is to unveil the characteristics of the slogans of four receptive areas. The applied research methods used for achieving the goal are as follow: literature review, analysis and synthesis of secondary information sources. Statistics on the number of destination visits are used as a quantitative indicator to evaluate the effectiveness of the slogans.

Keywords: Slogan; Communication Tools; Tourism Branding; Destinations; International Tourism (search for similar items in EconPapers)
JEL-codes: Z30 Z33 (search for similar items in EconPapers)
Date: 2019
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Persistent link: https://EconPapers.repec.org/RePEc:vra:journl:v:8:y:2019:i:3:p:154-162

DOI: 10.36997/IJUSV-ESS/2019.8.3.154

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