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Romania's Tourism Brand – a Critical Analysis


  • Pavel Camelia

    () (“Dimitrie Cantemir” Christian University, Faculty of Touristic and Commercial Management, Bucharest, Romania)


Today the tourism is the fastest growing industry in the whole world. In comparison with other countries that have been taking advantage of these phenomena of travelling, Romania is lagging behind in terms of tourist arrivals. To capitalize our potential tourist destinations, the Romanian government launched a series of promotional campaigns in order to obtain a competitive advantage over their rivals. The article provides conceptual delimitations about tourist destination branding. Also, the paper intends to approach in an exploratory manner how Romania has been presented in the communication campaigns over the years and what efforts has been made by authorities to promote the country as a tourist destination. Finally conclusions were outlined that highlight why failed all campaigns that promoted Romania as tourist destination.

Suggested Citation

  • Pavel Camelia, 2012. "Romania's Tourism Brand – a Critical Analysis," Ovidius University Annals, Economic Sciences Series, Ovidius University of Constantza, Faculty of Economic Sciences, vol. 0(2), pages 894-899, Decembre.
  • Handle: RePEc:ovi:oviste:v:xii:y:2012:i:2:p:894-899

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    tourist destination; promotional campaign; Romania;

    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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