Implementing modern destination branding strategies : Rebranding Hungary by approaching independent travellers
Nagy, Julianna (2018)
Saimaan ammattikorkeakoulu
2018
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2018120520232
https://urn.fi/URN:NBN:fi:amk-2018120520232
Tiivistelmä
The main objectives of the study were to research the benefits of nation branding and find out whether the implementation of such strategies would be applicable in regards to the paper’s case country, Hungary.
Theoretical part explains the phenomenon of nation branding, investigates the current situation of Hungary regarding the matter and reviews common strategic branding methods.
The data were collected mainly from secondary literature sources as well as the author’s personal experience in the country. Empirical data were collected using qualitative method in the form of unstructured interviews.
The results of the study show that there is potential in the sector of tourism and made it possible to carry out definite outcomes in regards to the establishment and development of a national brand. Regarding the volume of the topic of nation branding, further investigation is needed with a focus on international relations and politics.
Theoretical part explains the phenomenon of nation branding, investigates the current situation of Hungary regarding the matter and reviews common strategic branding methods.
The data were collected mainly from secondary literature sources as well as the author’s personal experience in the country. Empirical data were collected using qualitative method in the form of unstructured interviews.
The results of the study show that there is potential in the sector of tourism and made it possible to carry out definite outcomes in regards to the establishment and development of a national brand. Regarding the volume of the topic of nation branding, further investigation is needed with a focus on international relations and politics.