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Exploratory Research Regarding Romanians’ Perception About The Regional Brand “Maramureª”

Author

Listed:
  • Drule Alexandra-Maria

    (Universitatea Babes-Bolyai,)

  • Chiº Alexandru

    (Universitatea Babes-Bolyai,)

  • Dunca Adina-Georgeta

    (Agentia de Turism Z Tour,)

Abstract

In recent years, the expansion of touristic activities confirmed the importance of marketing activities in touristic regions. In tourism as well, globalization implies an unlimited number of options, and the traditional elements regarding competition and differences related to price or quality are no longer sufficient in efficiently differentiating the touristic region. A key factor in this sense is represented by the notion of place branding or, to be more precise, regional branding. Theoretical studies on this subject are relatively recent, and fewer compared with studies on traditional brands, for example. A practical research regarding a touristic region can thus provide a series of utile information that marketers can use in elaborating marketing strategies and, specifically, in the branding process. The study’s main objective aimed at shaping the regional brand “Maramureº” using mainly projective techniques, scarcely used in studies of this kind in Romania, based on a sample of more than 200 respondents. The information obtained focused on the respondents’ perceptions regarding the region of Maramureº as a touristic brand, the associations made, the values attributed to the region in terms of touristic potential, of touristic infrastructure, of weak and strong points of the touristic brand Maramureº, but also elements of the regional image and identity (at this point were considered certain associations with visual elements but also with its personality). By highlighting respondents’ subjective and diverse opinions, it was aimed to point out some directions that would eventually guide a new approach of the brand for this touristic region. Also, the results of this study could represent a starting point for a program of regional development, funded through various local or European funds. Furthermore, based on the information obtained from respondents, it has been proposed a new logo of the region, as a first step in running a promotion campaign of Maramureº as touristic destination.

Suggested Citation

  • Drule Alexandra-Maria & Chiº Alexandru & Dunca Adina-Georgeta, 2013. "Exploratory Research Regarding Romanians’ Perception About The Regional Brand “Maramureª”," Annals of Faculty of Economics, University of Oradea, Faculty of Economics, vol. 1(1), pages 776-785, July.
    • Handle: RePEc:ora:journl:v:1:y:2013:i:1:p:776-785
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    File URL: http://anale.steconomiceuoradea.ro/volume/2013/n1/082.pdf
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    References listed on IDEAS

    as
    1. António Zevedo, 2004. "Image transference from product branding to place branding: The case study of Marinha Grande Mglass," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 1(2), pages 101-111, December.
    2. Teemu Moilanen & Seppo Rainisto, 2009. "How to Brand Nations, Cities and Destinations," Palgrave Macmillan Books, Palgrave Macmillan, number 978-0-230-58459-4.
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    More about this item

    Keywords

    regional brand; regional marketing; tourism destination; tourism brand’s personality; Maramureº;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M38 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Government Policy and Regulation
    • L83 - Industrial Organization - - Industry Studies: Services - - - Sports; Gambling; Restaurants; Recreation; Tourism

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