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Importance of the Slogans as a Brand Communication Tool of Tourist Destinations

Author

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  • Marianna Aleksandrova

    (University of Economics - Varna)

Abstract

Communication tools are an important part of marketing activities for tourism brands positioning. The hereby article aims at examining the impact of slogans, which are part of the destinations' communication strategies, on the intensity of destinations' visits. The subject of this study is to unveil the characteristics of the slogans of four receptive areas. The applied research methods used for achieving the goal are as follow: literature review, analysis and synthesis of secondary information sources. Statistics on the number of destination visits are used as a quantitative indicator to evaluate the effectiveness of the slogans.

Suggested Citation

  • Marianna Aleksandrova, 2019. "Importance of the Slogans as a Brand Communication Tool of Tourist Destinations," Izvestia Journal of the Union of Scientists - Varna. Economic Sciences Series, Union of Scientists - Varna, Economic Sciences Section, vol. 8(3), pages 154-162, December.
    • Handle: RePEc:vra:journl:v:8:y:2019:i:3:p:154-162
    DOI: 10.36997/IJUSV-ESS/2019.8.3.154
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    More about this item

    Keywords

    Slogan; Communication Tools; Tourism Branding; Destinations; International Tourism;
    All these keywords.

    JEL classification:

    • Z30 - Other Special Topics - - Tourism Economics - - - General
    • Z33 - Other Special Topics - - Tourism Economics - - - Marketing and Finance

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