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Vienna`S Branding Campaign €“ Strategic Option For Developing Austria`S Capital In A Top Tourism Destination

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  • Ruxandra Irina POPESCU

    (Academy of Economic Studies, Calea Seban Voda 22-24, Bucharest, Romania)

  • Razvan Andrei CORBOS

    (Academy of Economic Studies, Piata Romana 6, Bucharest, Romania)

Abstract

The fact that Vienna is an attractive tourist destination, well known internationally is undeniable. With its imperial splendour and remarkable cultural image, Vienna has become, in the recent years, an attractive tourist destination, reaching in 2010 over 10.8 million overnights, far exceeding its own targets. The study presents the key elements of the Austrian capital new branding strategy from a synthetic-descriptive perspective and examines the vectors that generated its success. The paper evaluates both quantitative and qualitative effects that had a major impact on increasing visitors number and overnight stays, on increasing familiarity and preference for Vienna among the target-groups (tourists, investors). The benefits resulting after the branding campaign were not only material, Vienna earning also a fantastic reputation around the world, and creating itself an attractive and compelling image, as a unique tourist location through its peculiarity.

Suggested Citation

  • Ruxandra Irina POPESCU & Razvan Andrei CORBOS, 2011. "Vienna`S Branding Campaign €“ Strategic Option For Developing Austria`S Capital In A Top Tourism Destination," Theoretical and Empirical Researches in Urban Management, Research Centre in Public Administration and Public Services, Bucharest, Romania, vol. 6(3), pages 43-60, August.
    • Handle: RePEc:rom:terumm:v:6:y:2011:i:3:p:43-60
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    References listed on IDEAS

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    1. Martin LUSTICKY & TomAS KINCL & Martin MUSIL, 2011. "Tourism Development Planning In Selected Eu Countries," Management Research and Practice, Research Centre in Public Administration and Public Services, Bucharest, Romania, vol. 3(1), pages 48-61, March.
    2. Gabriela Cecilia STANCIULESCU, 2009. "The Role Of Urban Marketing In The Local Economic Development," Theoretical and Empirical Researches in Urban Management, Research Centre in Public Administration and Public Services, Bucharest, Romania, vol. 4(10), pages 114-135, February.
    3. Vasiliki DELITHEOU & Maria VINIERATOU & Maria TOURI, 2010. "The Contribution Of Public And Private Investments To The Growth Of Conference Tourism In Greece," Management Research and Practice, Research Centre in Public Administration and Public Services, Bucharest, Romania, vol. 2(2), pages 165-178, June.
    4. Catalin Mihail BARBU & Radu Florin OGARCA & Mihai Razvan Constantin BARBU, 2010. "Branding In Small Business," Management and Marketing Journal, University of Craiova, Faculty of Economics and Business Administration, vol. 0(S1), pages 31-38, June.
    5. Ion Plumb & Andreea Zamfir, 2011. "Management Of Renewable Energy And Regional Development - Case Study: Brasov County," Review of General Management, Spiru Haret University, Faculty of Management Brasov, vol. 13(1), pages 55-64, May.
    6. Zephyr, 2010. "The city," City, Taylor & Francis Journals, vol. 14(1-2), pages 154-155, February.
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    Cited by:

    1. Ana-Claudia Ţapardel & Florin-Alexandru Alexe, 2012. "Strategic Directions for the Bucharest Strategy and City Brand," The AMFITEATRU ECONOMIC journal, Academy of Economic Studies - Bucharest, Romania, vol. 14(Special N), pages 720-737, November.

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