BRAND POSITIONING –TOURISM STRATEGY SUPPORT
BRAND POSITIONING –TOURISM STRATEGY SUPPORT

Summary/Abstract: The investigations carried out so far have showed that Romania currently has a rather negative image and one of the main objectives is to make Romania known as a tourist destination. One of the ways that can increase awareness is running a campaign sustained by promotion to address a target audience whose profile is defined in a brand strategy. The overall objective of such a campaign is to promote the national tourist brand in order to create a positive image of Romania as a tourist destination, by better ranking our country at international level and increasing the demand for tourism in Romania, on the main priority markets identified. Promoting a successful national tourist brand will enable Romania to create its positive view as a quality tourist destination based on its natural and cultural heritage that meets international standards as to delivery of products and services, and to achieve sustainable development of its tourist sector in a growth rate superior to other tourist destinations’ in Europe. Therefore, more information and promotion campaigns need to be carried out to support a brand and convey communication messages to the target groups taken into account.

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