期刊名称：International Journal of Euro-Mediterranean Studies
印刷版ISSN：1855-3362
出版年度：2009
卷号：2
期号：1
出版社：Euro-Mediterranean University
摘要：This paper presents the in.uence of the future role of tourism, whichis related to the branding strategy of the Mediterranean region. De-veloping the branding strategy in the period of global economic crisisbetween North (the European Union) and South (the Mediterraneancoastal countries that do not belong to the European Union and non-member 'northern' countries – the Balkans) will be critical in the newglobal geostrategic situation. In this study we have identified currentbrand position related to the tourism aspect of the Mediterraneanregion, and future opportunities for developing a branding communi-cation strategy for ensuring a better global market position. We haveinvestigated opinions of young people from di.erent regions (Italy,Serbia and Lebanon) and compared results about the Mediterranean(how do they perceive the region for tourism, do they have positiveor negative associations, what is the first thing that they have in mindwhen someone says 'Mediterranean'). We suggest a framework fortourism o.ers related to elements of the branding strategy of theMediterranean region: brand identity, brand positioning and brandimage. The second part of the study should provide directions forbetter communication of the brand strategy of the Mediterraneanregion in order to secure a more stable global market position intourism
