Theoretical and Applied Economics
No. 5 / 2014 (594)
The sensory brand of the destination. Case study: Transylvania
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.
Contents
Increase of company performances and shareholders’ satisfaction by using design for adaptability (DFA)
Forecasting crude oil market volatility in the context of economic slowdown in emerging markets
The sensory brand of the destination. Case study: Transylvania
Difficulties of the supporting pensioners by current employees – alternative to pension systems at international level. Empirical analysis in Romania
Single market fragmentation. The influence of the public decision system’s features upon the national decision system: A case study of the Romanian Eco-duty
Effects of macroeconomic variables on poverty in Iran (Application of bootstrap technique)
Determination of factors affecting willingness to pay for low SAR value cell phones: A case study of Turkey
Implications of the financial crisis to the relevance of Taylor rule Case study: European Union
Non-performing loans – dimension of the non-quality of bank lending/loans and their specific connections
Regional implications of salary in the European Union