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The sensory brand of the destination. Case study: Transylvania

Author

Listed:
  • Mihail-Cristian DIŢOIU

    (Bucharest University of Economic Studies, Romania)

  • Aurelia-Felicia STĂNCIOIU

    (Bucharest University of Economic Studies, Romania)

  • Gabriel BRĂTUCU

    (“Transilvania” University of Brașov)

  • Lucian-Florin ONIŞOR

    (Bucharest University of Economic Studies, Romania)

  • Andreea BOTOȘ

    (Bucharest University of Economic Studies, Romania)

Abstract

Destinations can be considered a predominantly experiential tourism product in the context of sensory marketing, which would be the best instrument for creating, communicating and delivering the experiential values of the tourism product, and for developing the sensory brand of a destination. Given that, generally speaking, the geographic area of a destination is difficult to market (because of the multitude of component entities that must have the same vision, although competing at the same time), the unitary character of a destination is reinforced in the identity of the sensory brand, regarded as a collection of sensory experiences, i.e. a collection of contact points between the tourist and the destination. This study identifies the sensory experiences of tourists in the microdestination Transylvania, thus being a starting point in the development of the sensory brand of the destination.

Suggested Citation

  • Mihail-Cristian DIŢOIU & Aurelia-Felicia STĂNCIOIU & Gabriel BRĂTUCU & Lucian-Florin ONIŞOR & Andreea BOTOȘ, 2014. "The sensory brand of the destination. Case study: Transylvania," Theoretical and Applied Economics, Asociatia Generala a Economistilor din Romania - AGER, vol. 0(5(594)), pages 37-50, May.
    • Handle: RePEc:agr:journl:v:xxi:y:2014:i:5(594):p:37-50
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    Cited by:

    1. Darcen Esau & Donna M. Senese, 2022. "Consuming Location: The Sustainable Impact of Transformational Experiential Culinary and Wine Tourism in Chianti Italy," Sustainability, MDPI, vol. 14(12), pages 1-14, June.

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