PROMOTION STRATEGIES AND THEIR EFFICIENCY IN THE CASE OF BRANDING TRANSYLVANIA AS A TOURIST DESTINATION

The current paper is dedicated to present the promotion strategy (the international marketing and communication plans) and the evaluation of the branding implementation process [both referring to Transylvania]. The steps that we considered to undertake were the implementation of the brand and the communication strategies, the evaluation of the results, and the periodical adjustment of the strategy. In order to be able to fulfill our objective of promoting the brand Transylvania, the Heart of Europe – International Multicultural Ecotourism Destination, we consider that three strategies are needed. For ensuring an efficient implementation of the strategies, we need also to consider testing and evaluating them.