Management & Marketing (Jan 2009)
THE BRAND – AN INCREASING FACTOR OF A TOURIST DESTINATION’S COMPETITIVENESS
Abstract
The increase in external pressures upon competitiveness makes companiesquickly adapt to the criteria of modern competition. One of these criteria is thebrand which has proven in developed economies the main competitiveadvantage and it influences to a certain extent the demand for any service. Inthese circumstances, the concern for a brand is a need, not a custom. Yet,the decisive influence shall belong to consumers – as their new life styleincludes the right to choose and to be somehow cynical when being able togive up a brand as soon as it does not fulfil its duties.Accomplishing the task to increase an area’s competitiveness requires theimprovement of actions meant to develop and promote an area as a touristdestination both nationally and internationally as well as to develop asustainable tourist industry. The sustainable growth of tourist promotion, thedesign and promotion of a tourist brand are a basic constituent both toachieve at normal, best levels the image of an area as a well-customizedtourist destination, different from other competitive destinations on thenational and international market, and to attract investors and other strategicpartners for the growth of tourist industry.
