EVALUATION AND MEASUREMENT OF DESTINATION BRANDING EFFICIENCY

GEORGI CHETRAFILOV

 

Abstract

With the market development in the era of modern globalization there has been a need for introduction of high-quality products and not just looking for ways to increase their assortment and nomenclature. This new trend caused by the increasingly good awareness of the consumers regarding the dynamic development of the information technologies, which in turn increases their requirements in respect of one product, opens doors for the development of brand theory as a science about trademark and maintaining the brand culture of consumption.


Key words

Destination branding, branding evaluation, brand efficiency


JEL Codes: Z39


References

Байков, Б. (2013). Брандинг в туристическия бизнес.София, Горекс Прес
Baker, Bill (2012). Branding for small cities, Second edition, Portland, Oregon, Creative Leap Book
J. R. Brent Ritchie and Robin J. B. Ritchie (1998). The branding of tourism destinations. Past achivements and furure challenges, Annual Congress of the International Association of Scientific Experts in Tourism Marrakech, Morocco


Full Text: PDF (Bulgarian)

 

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