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As the importance of tourism is increasing, ever more states from Europe and not only are using strategic branding and a variety of marketing means to attract a growing number of tourists. However, destinations are among the most difficult entities to market. Considering the importance of a clear marketing strategy and proper images and slogans used, the paper aims to identify the destination personality, see whether Romania’s official website can have an effect on the image of the country and if it complies with ...

Taking full advantage of online global development, tourism and hospitality industry is rapidly growing its e-tourism wings. In the context of globalization and high competitivity, managers must face the new dimension of the market. Speaking in terms of impact and efficiency, conversion rate optimization it's one of the elements that must be taken into consideration by any manager when establishing online strategy. Presenting case studies of online performance improvement - by changing website copy, elements displ...