Bucharest: Analysis of an ‘old’ destination with a new tourism identity

Author: , , , and
Key words: , , , , ,
Issue: Volume 5, Issue 2, 2011
Full text .pdf | doi:10.5719/hgeo.2011.52.85

Author Affiliations

Aurelia-Felicia Stăncioiu*(a), Anca-Daniela Vlădoi(a), Ion Pârgaru(b), Mirela Mazilu(c), Octavian Arsene(d)
(a) Academy of Economic Studies, Bucharest, Romania
(b) Polytechnic University of Bucharest, Romania
(c) University of Craiova, Romania
(d) Ministry of Regional Development and Tourism, Bucharest, Romania
*Corresponding author: Email: stancioiufelicia@hotmail.com


To be able to promote itself efficiently on the market, a destination, given the marketing perspective – has to be aware about the authentic and crucial elements of its own identity as being  the only way to transfer, virtually and materially, of what it has best – the social-cultural and artistic identity (which, from a tourist perspective, represents its perceived image, along with psychological and artistic image of the destination). Hence without a detailed knowledge of this aspect, the promotion leads to a presentation of a distorted image of the destination which, in time, can distort the socio-cultural identity of the inhabitants of that region. To build the image of a destination (a notoriously long and complex process), begins with the need to profoundly understand tourists’ complexity of expectations (both functional and psychological) and, on their basis, to use these as attributes of the destination in order to improve attractiveness. In Romania’s case such an aspect gains more importance due to the fact that, after the 1989, young generation, an important population segment, seem to register a continuous and dangerous process of “identity erosion”, which over time could result into disconnecting from the essence of the Romanian spirit, not being able to understand or even ignoring sense of belonging, sense of identity, heritage and “tourism heritage”.


Andreescu, I & Gaivoronski, V 2009, Identitate şi alteritate în spaţiul urban, Editura Fundaţia Arhitext Design. Bucureşti.
Ashworth, G 2001, ‘The Communication of the Brand Images of Cities’, Paper presented at the Universidad Internacional Menedez Pelay Conference: The Construction and Communication of the Brand Images of Cities, Valencia Spain, in K Kavaratzis (2004), From City Marketing to City Branding: Towards a theoretical framework for developing city brands, Place Branding, Vol. 1, No.1, pp. 58-70.
Baker, MJ 2008, ‘Critical success factors in destination marketing’, Tourism and Hospitality Research, Vol. 8, No. 2, Palgrave Macmillan, pp.79-97.
Dincă, D & Dumitrică, C 2010, Dezvoltare şi planificare urbană, Editura Pro Universitaria, Bucureşti.
Dumbrăveanu, D 2010, Politici promoţionale în turism, 2nd edn, Editura Universitară, Bucureşti.
Gartner, WC 2009, ‘Image Formation Process’, Journal of Travel and Tourism Marketing, 2(2/3), pp.191-215.
Go, FM & Van Fenema, PC 2006, ‘Moving Bodies and Connecting Minds in Space: It is a Matter of Mind over Matter Advances in Organization Studies 17’, pp. 64-78, in R Govers & F Go, (2009), Place Branding. Glocal, Virtual and Physical Identities, Constructed, Imagined and Experienced, Palgrave Macmillan, p.189, London.
Govers, R & Go, F 2009, Place Branding. Glocal, Virtual and Physical Identities, Constructed, Imagined and Experienced, Palgrave Macmillan, London. [CrossRef]
Kavaratzis, M 2004, ‘From City Marketing to City Branding: Towards a theoretical framework for developing city brands’, Place Branding, Vol. 1, No. 1, pp. 58-73. [CrossRef]
Luca, SA 2010, Identitatea socioculturală a tinerilor, Institutul European, Iaşi.
MacKay, KJ & Fesenmaier, DR 2000, ‘An Exploration of Cross – Cultural Destination Image Assessment’, Journal of Travel Research, 38(4) May, pp. 417-23. [CrossRef]
Minciu, R 2001, Economia Turismului, Editura Uranus, Bucureşti.
Mommaas, H 2002, ‘City branding: The necessity of socio-cultural goals’ in IR Popescu & RA Corboş (2010), ‘Strategic options in the construction of the Bucharest brand through the application analysis of the measuring instruments for the urban brands’, Annals of the University of Petroşani, Economics, Vol. 10, No. (1), p. 269.
Morgan, N & Pritchard, A 2004, ‘Meeting the Destination Branding Challenge’, in N Morgan, A Pritchard & R Pride (eds), (2004), Destination Branding: Creating the unique destination proposition, 2nd Edition, Butterworth-Heinemann, Oxford.
Nae, MM 2009, Bucureşti – dezvoltare urbană şi calitatea vieţii, Editura Universitară, Bucureşti.
Olian, D 2009, Bucureştii sufletului, Editura Vremea, Bucureşti.
Pike, S 2004, Destination Marketing Organisations, Elsevier, Oxford.
Sorokin, PA 1967, ‘The Crisis of Our Age’, New York: Howard Fertig, in SA Luca, (2010), Identitatea socioculturală a tinerilor, Institutul European, Iaşi.

This post has already been read 1845 times!