ONE STEP CLOSER TO CITY BRANDING THROUGH CULTURE: CONSUMER PREFERENCES FOR CULTURAL TOURISM SERVICES IN ALBA IULIA - CUSTOMIZATION ON NATIONAL MUSEUM OF UNIFICATION

This paper approaches aspects regarding consumer preferences for cultural tourismservices and museum tours. The objectives of the current study aim to know the current interest fordifferent types of tourism, to determine the visiting frequency of the National Museum ofUnification by Romanian tourists, to identify the positive and negative aspects noticed by touristsduring their visit at the National Museum of Unification and to identify the activities that should beorganized by this museum across the year, in order to increase the tourist flows, comparing to thetourist flows of previous years.