Tools of marketing communications and branding in positioning and in promotion the identity of Latvia destinations
Journal Title: Journal of Tourism and Services - Year 2016, Vol 7, Issue 13
Abstract
The purpose of this study is to determine a positioned identity of the most popularized destinations in Latvia, investigating the communication content and brand attributes of Latvia destinations. The paper discusses the concepts of positioning in destination marketing and analyses how Latvian towns apply logo, slogan and other communication tools for its positioning. After presenting the theoretical background and the methodology, author interprets the results attained and offers recommendations. As it has been shown by the study there is no determined strategy for creating place recognition by using tools of communications in many Latvian towns. As a result it is observed that even if some separate aspects of positioning are found they are not consolidated to a complete concept for tourism development and visitors attraction. A position of many Latvian towns could not be able to create a unique identity of the town, to differentiate it from other destinations and to promote it recognition.
Authors and Affiliations
Jekaterina Voznuka
Keywords
Related Articles
- EP ID EP169898
- DOI -
- Views 132
- Downloads 0
Rural tourism in Region Twente, The Netherlands and Leningrad Region, Russia: Comparison between rural tourism destinations and Government Policies
This paper deals with the development of Rural Tourism in both regions - Twente in Netherland and the Leningrad region in Russia. It reveals the current situation, the potential and the problems of the rural tourism deve...
Marco Polo, an innovative system for the promotion of the small enterprises trough tourism
Considering the “European Charter for small enterprises”, the paper starts investigating on the impact of the tourism on related industries on regard of employment, receipts, innovation and synergies. At the same time, t...
Destination management organizations (DMOs) and crisis management
The present article covers the significance of crisis management in the activities of modern destination management organizations. Apart from theoretical deliberations, whose aim was to present the idea of DMOs and their...
Middle East: Destination for European Tourists
The paper aims to map and characterize the main facts and factors affecting the development and current status of tourism industry in the Middle East. The Middle East has been a key focus and successful growth area in te...
Impacts of joining the Schengen Treaty on tourism in the Czech Republic
The Schengen Treaty belongs to one of the key documents connecting with European integration, because it contributed to practice accomplishing of people, services, goods and capital´s freedom of movement. This change, of...