The importance of the touristic brand in the sustainable tourism evolution

Abstract

The authors intend to analyse in this paper both the existing relationship between the most important touristic brands and their origin areas, and the relevant changes occurred within the touristic demand. The analyse starts from the assumption that the geographical features of the touristic resources have been the base of the touristic brand construction. Having in view the present global economy, the touristic destinations are now within a continuously territorial competition. Although many destinations offer the same product, they must identify, exploit and promote their competitive and unique advantages in order to compete at a gobal level. This paper analyses the signs and/or the images as mental representations, opinions and values which can determine the preference degree for certain destinations as well as the purchasing behavior. The used documentation sources have been various reports and studies on brand construction. A sustainable, sound and competitive touristic product is based on a symbol that can transmit, identify and satisfy the target attributes. At the same time, the authors analyse the changes occurred within the touristic flows. A long term identification is needed to attract tourists and to achieve this aim, a country brand is required, also implying the political, managerial, economical, etc. sectors. The slogan represents the core of the whole branding process; well selected, this synthesizes the image that a country wishes to have about itself, the way a country wants to identify itself. © SGEM2012 All Rights Reserved by the International Multidisciplinary Scientific GeoConference SGEM.