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Event Promotion of Tourist Destinations using Local Ethnical Particularities

Author

Listed:
  • Kandzija Vinko

    (ECSA BIH & University of Rijeka, Croatia)

  • Marcu Laura

    (Valahia University of Târgoviște, Romania)

  • Cucui Gabriel

    (Valahia University of Târgoviște, Romania)

Abstract

The paper addresses how a locality can use an ethnically specific event as a way to promote and attract tourists. In carrying out the research, we used the comparative analysis of two localities in the Dobrogea region (Romania) that are tourist destinations and have an ethnic specificity. The analysis of the statistical data and information from the articles regarding the events organized by the two localities allowed us to observe several major differences in terms of capitalizing on local assets (including ethnic ones) in the choice of organized events, market targeting, the way of events’ promotion and the results obtained. Although one of the localities (Jurilovca) has only one event, the results obtained in the five years of existence exceed those of the other analyzed locality (Techirghiol), where 11 events are organized, some with a much longer tradition. The comparative analysis of the two cases enabled us to draw several conclusions about organizing events that promote the ethnic specifics of localities.

Suggested Citation

  • Kandzija Vinko & Marcu Laura & Cucui Gabriel, 2024. "Event Promotion of Tourist Destinations using Local Ethnical Particularities," Valahian Journal of Economic Studies, Sciendo, vol. 15(2), pages 67-80.
    • Handle: RePEc:vrs:vaecst:v:15:y:2024:i:2:p:67-80:n:1006
    DOI: 10.2478/vjes-2024-0016
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    More about this item

    Keywords

    event promotion; ethnicity; multicultural; tourist destination;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising
    • Z30 - Other Special Topics - - Tourism Economics - - - General
    • Z33 - Other Special Topics - - Tourism Economics - - - Marketing and Finance

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