Marketing Places, Marketing in Tourism

Abstract

One of the most important factors of regional development is tourism. Destination marketing is a main basis of tourism marketing. The authors discuss the case and opportunities of a destination image and branding of Pécs, the 2010 Cultural Capital of Europe, based on a new image. Positioning, the authors say, is a key factor in establishing a successful destination brand and results of a research on this issue are discussed in this paper. The image of a destination is influenced by different factors and some advices are given in this paper for developing a new image and brand of Pécs taking into consideration both competitive aspects and value offerings of Pécs.