IDEAS home Printed from
   My bibliography  Save this article

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


  • Drule Alexandra-Maria

    () (Universitatea Babes-Bolyai,)

  • Chiº Alexandru

    () (Universitatea Babes-Bolyai,)

  • Dunca Adina-Georgeta

    () (Agentia de Turism Z Tour,)


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

    Download full text from publisher

    File URL:
    Download Restriction: no

    References listed on IDEAS

    1. Gartner, William C., 2005. "A Perspective on Rural Tourism Development," Journal of Regional Analysis and Policy, Mid-Continent Regional Science Association, vol. 35(1).
    Full references (including those not matched with items on IDEAS)

    More about this item


    regional brand; regional marketing; tourism destination; tourism brand’s personality; Maramureº;

    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


    Access and download statistics


    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:ora:journl:v:1:y:2013:i:1:p:776-785. See general information about how to correct material in RePEc.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Catalin ZMOLE). General contact details of provider: .

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service hosted by the Research Division of the Federal Reserve Bank of St. Louis . RePEc uses bibliographic data supplied by the respective publishers.