Brand Orientation: An Integrated Marketing Communication Approach

This article examines the role of tourism promotion as a component of destination image formation and describes the way to change a destination image. This is a lengthy, complicated and expensive process, hence it requires the coordination of many factors and resources and the assistance of professionals. To advance from the stage of drawing up a strategic plan for changing the destination image and creating a destination brand , it is advisable to start by defining the campaign's objectives and the target audience and analyzing the destination characteristics. In the last part of the paper, after briefly commenting the planning study and developing process of tourism destination image in Romania, points out the image of tourism destination has been playing an important role in tourism development. And in this part, we shape Romania country tourist image, based on geography characteristic and present situation of tourism industry development in the country