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Investigating the Image of the Bihor Tourist Destination among Romanians in the Context of Increasing Economic Indicators of Tourist Activity

Author

Listed:
  • Olimpia Ban

    (Faculty of Economic Sciences, University of Oradea, 410087 Oradea, Romania)

  • Adrian Hatos

    (Faculty of Social-Humanistic Sciences, University of Oradea, 410087 Oradea, Romania)

  • Laurențiu Droj

    (Faculty of Economic Sciences, University of Oradea, 410087 Oradea, Romania)

  • Carmen Toderașcu

    (Faculty of Economics and Business Administration, Alexandru Ioan Cuza University of Iasi, 700506 Iași, Romania)

Abstract

The concept of tourism destination image is closely related to the brand image of the destination. A good public image of a certain location is the first step in establishing or enhancing the branding of that destination. The image of the destination can be a primary, secondary or global one, the latter incorporating the first two. The sustainability of a positive image of the destination is based on both positive secondary image and positive global image. The purpose of this research is to separately analyze the two types of images for a given tourist destination (Bihor, Romania) that has registered, in recent years, a remarkable increase in the number of visitors. The increase in the number of visitors was accompanied by a substantial increase in tourism revenues, which drew attention, both for the policy makers and researchers, to investigate how the image of this popular place is perceived. The research is based on a questionnaire-based survey applied on a sample of 607 persons, residents in Romania. The research method used was the questionnaire-based survey, which was applied between May and June 2020 on online city groups. The collected data were processed with IBM Statistical package for social sciences version 25 and the results show significant differences between the two types of images (secondary image and global image), a dangerous situation in the medium and long term for destination management. The nuances in the perception of the image of a destination based on the two types of respondents (who experienced and who did not experience the destination) can be explained by the aggressive strategy of promoting the tourist destination, but this is an inefficient strategy for younger age groups. The study allows us to formulate conclusions and to propose measures to correct the situation.

Suggested Citation

  • Olimpia Ban & Adrian Hatos & Laurențiu Droj & Carmen Toderașcu, 2021. "Investigating the Image of the Bihor Tourist Destination among Romanians in the Context of Increasing Economic Indicators of Tourist Activity," Sustainability, MDPI, vol. 13(16), pages 1-13, August.
    • Handle: RePEc:gam:jsusta:v:13:y:2021:i:16:p:9002-:d:612775
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    References listed on IDEAS

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    1. Költringer, Clemens & Dickinger, Astrid, 2015. "Analyzing destination branding and image from online sources: A web content mining approach," Journal of Business Research, Elsevier, vol. 68(9), pages 1836-1843.
    2. Deukhee Park & Gyehee Lee & Woo Gon Kim & Taegoo Terry Kim, 2019. "Social Network Analysis as a Valuable Tool for Understanding Tourists’ Multi-Attraction Travel Behavioral Intention to Revisit and Recommend," Sustainability, MDPI, vol. 11(9), pages 1-17, April.
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    Cited by:

    1. Chris Roberts & Joel Reynolds & Mary Jo Dolasinski, 2022. "Meta-Analysis of Tourism Sustainability Research: 2019–2021," Sustainability, MDPI, vol. 14(6), pages 1-18, March.

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