The process of branding and positioning in Central and Eastern Europe: literature evaluation and analysis

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dc.contributor Mataura Bis, Francisco José
dc.contributor.author Martín Fidalgo, Alicia
dc.date 2018
dc.date.accessioned 2018-10-18T10:13:04Z
dc.date.available 2018-10-18T10:13:04Z
dc.date.issued 2018-10-18
dc.identifier.uri http://hdl.handle.net/11201/148132
dc.description.abstract [eng] This paper analyzes the process that former socialist countries from Central and Eastern Europe followed to position themselves as attractive tourist destinations on the international map, through a library-based research. After the collapse of the communist regimes, these countries adopted different strategies towards their political past and started promoting themselves in order to comply with the European standards needed to attract foreign investment and international visitors to the region. The objective is to analyze this process from the fundamentals of the place marketing theory and destination branding techniques, understanding the different positioning of the countries to achieve tourism openness, and evaluating how their European adhesion and heritage from the past has been managed in the new national identities resulting from the branding strategies. ca
dc.format application/pdf
dc.language.iso eng ca
dc.rights Universitat de les Illes Balears
dc.rights info:eu-repo/semantics/openAccess
dc.rights all rights reserved
dc.subject 338 - Situació econòmica. Política econòmica. Gestió, control i planificació de l'economia. Producció. Serveis. Turisme. Preus ca
dc.subject.other Destination ca
dc.subject.other Positioning ca
dc.subject.other Branding ca
dc.subject.other Europe ca
dc.title The process of branding and positioning in Central and Eastern Europe: literature evaluation and analysis ca
dc.type info:eu-repo/semantics/bachelorThesis ca
dc.type info:eu-repo/semantics/publishedVersion


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