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A textual and visual analysis of the intrinsic value dimensions of Romania: towards a sustainable destination brand

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A textual and visual analysis of the intrinsic value dimensions of Romania: towards a sustainable destination brand

dc.contributor.author	Lupu, Cristina
dc.contributor.author	Rodrigues, Ana Isabel
dc.contributor.author	Mihaela Stoleriu, Oana
dc.contributor.author	G. Gallarza, Martina
dc.date.accessioned	2022-05-02T07:26:42Z
dc.date.available	2022-05-03T04:45:07Z
dc.date.issued	2020	es_ES
dc.identifier.citation	Lupu C, Rodrigues AI, Stoleriu OM, Gallarza MG. A Textual and Visual Analysis of the Intrinsic Value Dimensions of Romania: Towards a Sustainable Destination Brand. Sustainability. 2021; 13(1):67.	es_ES
dc.identifier.uri	https://hdl.handle.net/10550/82481
dc.description.abstract	This work examines the projected image of Romania as an emerging tourism destination. Computed content-analysis was applied to the photos, text and video materials promoted online in Romania’s last international tourism campaign. The conceptual framework used corresponds to intrinsic values (play, aesthetics, ethics and spirituality), from Holbrook’s typology of value. Being more difficult to apprehend and therefore studied less, intrinsic values allow a more sophisticated approach to value creation. The purpose here is to identify the main attributes that are promoted about Romania by destination marketing organizations. The content analysis of text (last international promotion campaign Explore the Carpathian Garden) and visual data (27 photos from the official Facebook webpage and 7 TV videos) allow to depict an experiential view of Romania’s image: natural resources (coded as aesthetics with 29% of references), epistemic value of discovery (play 25.8%), authentic and historical traditions (ethics 25.8%) and wellness and therapeutic activities (spirituality, 19.3%). Destination marketing organizations have the potential to develop some distinctive aspects such as authenticity (as an ethical value dimension) and play (as an active, self-oriented value). Findings also highlight that a complimentary approach using textual and visual data might be a suitable option to research destination brand image.	es_ES
dc.language.iso	en	es_ES
dc.subject	intrinsic value dimensions	es_ES
dc.subject	destination image	es_ES
dc.subject	destination brand promotion	es_ES
dc.subject	visual data	es_ES
dc.subject	romania	es_ES
dc.title	A textual and visual analysis of the intrinsic value dimensions of Romania: towards a sustainable destination brand	es_ES
dc.type	journal article	es_ES
dc.subject.unesco	UNESCO::CIENCIAS ECONÓMICAS	es_ES
dc.identifier.doi	10.3390/su13010067	es_ES
dc.accrualmethod	S	es_ES
dc.embargo.terms	0 days	es_ES