BRANDING STRATEGY OF THE COUNTRIES IN THE BALKAN REGION – FOCUSING ON HEALTH TOURISM
Journal Title: GeoJournal of Tourism and Geosites - Year 2017, Vol 19, Issue 1
Abstract
Countries of the Balkan region possess great endowed resources in health tourism, mainly in the area of natural resources, and Mediterranean diet in some countries. The question is whether these countries have already realized their uniqueness in this area? Conscious brand building starting at the so called brand positioning is crucial in the fierce competition of tourism, particularly on online platforms assuring the possibility of easy comparison. The main objective of the paper is to analyze by structured content analysis the issue how consciously Balkan countries build their brands in health tourism through their online communication.
Authors and Affiliations
SZIVA Ivett, BALÁZS Olívia, MICHALKÓ Gábor, KISS Kornélia, PUCZKÓ László, SMITH Melanie, APRÓ Éva
Keywords
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- EP ID EP234370
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