文章基本信息

标题：The sensory brand of the destination. Case study: Transylvania
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作者：Diţoiu, Mihail-Cristian ; Stăncioiu, Aurelia-Felicia ; Brătucu, Gabriel 等
期刊名称：Theoretical and Applied Economics
印刷版ISSN：1841-8678
电子版ISSN：1844-0029
出版年度：2014
卷号：XXI
期号：5(594)
页码：37-50
出版社：Asociatia Generala a Economistilor din Romania - AGER
摘要：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.
关键词：identity; image; sensory brand of the destination; sensory marketing.