tourism promotion

1. THE BRAND – AN INCREASING FACTOR OF A
TOURIST DESTINATION’S COMPETITIVENESS
Lecturer PhD Maria Carmen IORDACHE
Lecturer PhD Iuliana CEBUC
Lecturer PhD Laura PANOIU
Constantin Brâncoveanu University of Piteşti
Abstract:
The increase in external pressures upon competitiveness makes companies
quickly adapt to the criteria of modern competition. One of these criteria is the
brand which has proven in developed economies the main competitive
advantage and it influences to a certain extent the demand for any service. In
these circumstances, the concern for a brand is a need, not a custom. Yet,
the decisive influence shall belong to consumers – as their new life style
includes the right to choose and to be somehow cynical when being able to
give up a brand as soon as it does not fulfil its duties.
Accomplishing the task to increase an area’s competitiveness requires the
improvement of actions meant to develop and promote an area as a tourist
destination both nationally and internationally as well as to develop a
sustainable tourist industry. The sustainable growth of tourist promotion, the
design and promotion of a tourist brand are a basic constituent both to
achieve at normal, best levels the image of an area as a well-customized
tourist destination, different from other competitive destinations on the
national and international market, and to attract investors and other strategic
partners for the growth of tourist industry.
Key words: brand, competitiveness, tourist destination, strategy
Introduction A brand’s capital is one of the most
In a more and more complex important topics in current
world, with more and more demanding management. The Institute for
consumers, where media become more Marketing Sciences has recently taken
and more diverse and the Internet tends soundings among its members
to cover all fields of activity, developing (Abimbola, T., 2008), and its results
a powerful brand means a challenge have proven the existence of increasing
concerns related to branding, as well as
aiming at recognition, growth,
trying several organization forms in
development and competitiveness in the
order to improve and better protect
future.
brand capital. A brand is the starting
One is surrounded by brands that point for all marketing decisions and all
influence buyers’ consumption media creations (Aaker, D. A., 2005).
behaviours more or less (Morgan N., Creating a brand is defining and
Pritchard A., Pride R., 2002). Yet, the expressing the personality of an
lack of brands is an obstacle in any organization or destination, not only
activity, since a brand makes one think creating a logo, but also creating verbal
of what one sees, it develops and gains and visual identity at the same time
confidence in the long run and has more building a brand by its strategic platform
often than not such a strong effect upon and by all its marketing and
people. communication activities.

2. Branding conveys information identification of proper strategies
about what a product is and can be, it (Morgan N., Pritchard A., Pride R.,
can render value to a product, it is the 2002). This implies on one hand an
set of methods by means of which an analysis of the domestic/local market in
organization or product communicates, order to emphasize the strengths and
symbolizes and differentiates itself weaknesses of tourism and on the other
towards its audience. According to Temi hand an analysis of the market’s
Abimbola (2001), branding means external environment which shall lead to
”identifying and/or creating, then the identification of opportunities and
exploiting certain sustainable
threats in tourism development.
competitive advantages”.
The two constituents, the internal
Creating a brand supposes
and external environment, are to be
defining and expressing the personality
analyzed according to their reference
of an organization (Ries, Al., 2004) or a
elements, as such:
destination, not only creating a logo, but
• the strengths and weaknesses of
also creating verbal and visual identity,
the system are to be emphasized
at the same time building a brand by its
according to: tourist resources, tourist
strategic platform and by all marketing
infrastructure, product and service
and communication activities. A
supply, tourist demand, marketing
powerful brand renders a strong
policy;
relationship with customers.
• the opportunities and threats of
the general external environment:
The competitiveness
economic, political, social, cultural,
background of a tourist destination
demographic environment as well as
The current context marked by the
those of the environment typical of
globalization of phenomena and the
tourist markets as regards global tourist
widespread recognition of
demand and competition on domestic
interdependence has imposed new
and foreign tourist markets.
rules: nations’ prosperity supposes
To a destination that has tourist
competitiveness on international
values, tourism means the economic
markets and enterprises should access
sector that has a major growth potential
world value chains.
and can become an attraction source
Accomplishing the goal to improve
both for foreign investors and tourists.
an area’s competitiveness requires
Yet, this is still difficult because of the
more and more actions that aim at the
ample issues related to tourism
national and international improvement
competitiveness in a certain tourist
of an area as a tourist destination along
region (Evans N.,Campbell D.,
with the development of a long-lasting
Stonehouse, G., 2003), in general.
tourist industry at national level.
The most significant elements of a
Growing a destination’s
tourist destination’s competitiveness are
competitiveness must start from the
mainly rendered by:
good knowledge of tourist supplies in all
1. Factor conditions, respectively:
their aspects: resources, valuation level,
natural and cultural resources, capital
as well as of the economic, social and
resources, infrastructure, human
political context that influence tourism
resources;
growth. A useful analysis pattern is the
2. Suppliers’ status and structure:
diagnosis analysis achieved by means
natural status (environment conditions),
of the SWOT matrix which synthesizes
material status (hotel and dining
certain information regarding the current
equipment, transportation, trade,
state of tourism in an area, allowing the
cultural, sports equipment, shows etc.),
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3. non-material status – software position on the market, the position it
(services, management/administration, should have to a certain consumer
organization, education etc.); segment as compared to competitors,
3. Market structure, distribution taking account of buyers’ needs and the
networks; level of their cultural background.
4. Conditions in which demand Placing a brand must comply with
occurs and supply meets it generated functional, emotional and cultural needs
by the dimension and structure of a of the targeted segment and convey the
market (the share of a specific tourist advantages it is to get and the time
market, the level of incomes, social stability of the brand’s elements. It must:
level, surfeit level etc.) and by travellers’ • be highly popular not only from
expertise as to the new products and the perspective of the tourist percentage
norms; knowing its name, but also from the
5. The ability to make itself known perspective of its attributes, features,
both on the national and international values, essence etc;
market, using an active promotion policy • be trustworthy, namely it must
in the middle of which a strong brand reflect the potential of a destination, its
with unique and attractive features unique resources and sights,
should be placed. specialists’ ability or skills in launching a
The extent to which these new tourist product or in bringing forth a
elements may contribute in creating a new destination on the tourist market;
competitive position depends on • be relevant, distinct and easy to
destination types, respectively on the remember.
level of social and economic growth, To a certain extent, every
topographic traits, climate, culture, destination is differentiated but not
political regime, special factors etc. every different feature is important and
taken into account by tourist consumers
The brand – determining a (Evans N.,Campbell D., Stonehouse,
tourist destination’s competitiveness G., 2003). Therefore, a destination must
The increase in competitiveness’ carefully choose differentiation direction
external pressures requires companies in compliance with the following criteria:
to quickly adapt to the criteria of modern • Importance. It is a pretty attractive
competition. One of these criteria aims and important advantage to most
at the brand which in developed tourists (along with relaxation and
economies has proven to be the main entertainment, one can benefit from
competitive advantage and influences in health treatments as well);
various ways the demand for any • Genuineness. This attribute is
service. In these circumstances, the either not used by competitors, or it is
interest in a brand is a must, not a used in a specific form (the only region
custom. Yet, the decisive influence is where one can cure a certain disease,
the one of consumers’ – as their new for example);
life style includes the right to choose • Superiority. It is a feature superior
and to be somehow cynical which to all other ways to get the same
allows them to give up a brand as soon advantages (one can have several
as the latter does not meet their activities in the same place, for
demands anymore. example).
In order to develop a brand, it is In an environment where there are
very important how it is placed on the several similar models of business,
market (Temi Abimbola, 2008). Placing products and services, where the
a brand’s image means identifying its
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4. struggle to be the best in a world of better organization and its efficient
similarities is harder and harder and promotion.
consumers are provided with enough In order that a tourist region should
options, being different can mean the become an important tourist destination,
major factor in a customer’s decision it is necessary that adequate marketing
taking. elements should be intensely used as
It is known that the most famous well as proper distribution channels
tourist destinations are very well placed should be set up (Evans N.,Campbell
to a tourist consumer and that is why it D., Stonehouse, G., 2003).
When accomplishing competitive
is difficult to influence opinions that
tourism, new elements and promotional
already exist. In order to create and
materials’ quality contribute a lot, in
promote the image of a destination as to
correlation with the best choice of
tourists, the following strategic distribution networks. Marketing means
alternatives can be applied: setting up a strong brand as seen by
• Strengthening the current position potential tourists. If one can build a
as related to tourist consumers; strong brand, one shall have a strong
• Finding and occupying the free marketing programme.
position that might be recognized by Sales are done by brands. In our
most tourists; age dominated by media, the verbal
• Outdoing competing destinations acknowledgement of a tourist
or repositioning them. destination and its guarantee are
Accomplishing the goal of represented by the ”brand”
competitiveness growth in an area denomination rather than by the
requires more and more actions that personal recommendations of tourist
aim at developing and promoting an agents.
area as a tourist destination at national A high position in the brand-based
purchasing activity is held by the
and international level as well as
Internet. Tourists purchase tourist
developing a sustainable tourist
products on websites, without even
industry. being sure they are real or the quality-
The sustainable growth of tourist price ratio is what they expect.
promotion, the design and promotion of Promoting a tourist destination on
a tourist brand are a basic constituent the Internet requires potential tourists’
both in order to reach normal, best awareness of destinations, attracting
levels regarding the image an area has tourists by special offers and rendering
on the national and international them loyal by using new instruments.
markets as a well customized Tourist companies’ interaction in the
destination, distinct from other destination with potential tourists leads
competitive destinations, and to attract to the development of direct marketing
investors and other strategic partners and face-to-face marketing.
for the growth of tourist industry. Among the instruments used to
The efforts to place itself as an promote a brand on the Internet, one
attractive destination from the tourist can mention: (Iordache C.,Ciochină I.,
perspective is difficult to an area Andrei A., 2007):
especially in an age when consumers
• E-mail marketing. Its low
are more and more skilled and
competition is becoming harsher and production cost, easy usage and
harsher. An area’s ability to win in this quickness make this instrument the
”struggle” is firstly connected to ideal response when customizing a
becoming aware of the strengths and destination brand on the Internet.
weaknesses that tourism has, to its
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5. • Marketing interaction. Websites and promotion of the area’s tourist
such as ”destinatieturistica.com/ro” or brand;
”produsturistic.com/ro” should introduce Developing the domestic market
from their very first page the respective of tourism by the sustainable
destination brand followed by the improvement of tourist products and
promotional offers available from … till specific marketing activities in the area;
…. Developing the area network of
• Cyber promotion. The ”game” to Tourist Information and Promotion
launch a website of a destination brand, Centers and setting up a computerized
the various contests organized, tourist data base including an integrated
customized spots, specialized lists are system to collect and distribute them.
some Internet promotion techniques A tourist destination needs a
used by enterprises in the tourist strong tourist brand created in
industry. compliance with the genuine,
Competitive success in the authentical strengths of advertising on
restrictive circumstances of market national and foreign channels according
economy and a product that meets the to its tourist potential that should be
same demands but is more attractive able to persuade visitors that it is a
than competitors’ can be emphasized unique, customized, competitive
by promotion. destination. It is necessary to set up a
Generally speaking, developing a real, complex tourist image by the
national tourist brand and a destination introduction of new elements to promote
brand in particular are both a general and diversify promotional materials
priority by the contribution in achieving a (brochures, CD’s, films, maps, study-
country’s brand having as effects the tours, road-shows etc.).
attraction of foreign investment and the That is why the authors believe
balance of current accounts, and a that a brand is the starting point for all
specific priority if one has in view marketing decisions and all media
tourism growth and its effects which, creations.
although few at present, especially Branding conveys information on
because of poor infrastructure, can what a destination is and can actually
have an important role on medium term be, it can render value to a destination,
in the increase of the overall it is the set of methods by means of
competitiveness of the economy. The which a destination or a product
European Union accession should bring communicates, symbolizes and makes
about the strengthening of traditions, itself different to its audience.
authenticity and national customs, as
these attributes can be the best to make Conclusions
the difference between many national A destination’s success is also
destinations and European ones. dependent on the tourist products
Promoting a tourist destination on provided by the enterprises in the
the domestic market by a national respective region – the former should
campaign is also another way to have certain quality, meet tourists’ real
support national companies from the needs and last but not least, have a
competitive perspective. market. The quality of the new product
The actions indicated in this or destination should be at least at the
respect include: same level with the one of the product
introduced by the national tourist brand.
Creating the image of a region
Otherwise, no matter how famous a
as a tourist destination by the definition
national brand might be and no matter
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6. how beautiful its image, the destination accomplished with devotion and after
extension shall fail. Moreover, the poor some time.
quality of tourist services rendered in a Diminishing a national tourist
tourist destination shall reflect in its turn brand is the highest risk of an
upon the national tourist brand. Beyond unsuccessful or exaggerated extension
the dynamics between the national which eventually leads to losing
brand and its extension, a product that consumers’ loyalty. The decrease
does not supply quality cannot simply process may occur due to various
sell. causes. Thus, if a new product has low
Country branding means state- quality, it will make consumers think
centralized management. It primarily negatively, therefore having an impact
means coordinating macro-economic upon mother-brand and this will
policies in order to get the country’s eventually make them wonder whether
competitive advantage. In order to have producers will worsen the quality of their
a country’s brand, there should be value original products one day.
as well, and value should be
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