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
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