How to Brand the Zemplin Region in Slovakia in an Attempt to Enhance its Domestic Tourism: An Analysis of the Underlying Branding Potential in an Unknown Region

Abstract

Today, the importance of destination branding is becoming more and more obvious. With the world becoming more globalised, people are constantly longing for travel and are interested in exploring unknown destinations more than ever. Destination branding as a tool is therefore becoming inevitable and countries, regions and cities need to be able to utilize it to the best possible extent. However, the process of destination branding is very complex, and a strong alignment of all involved stakeholders is needed. Region branding is the central topic of this thesis, specifically focusing on the Zemplin region, in the east of the Slovak Republic. The region has a lot to offer, both in terms of the landscape and historical sites, as well as in terms of its rich traditions and culture. However, the Zemplin region tends to get overlooked by both domestic and international travellers. Therefore, this thesis seeks to answer the research question of how the region should be branded in order to increase its domestic recognition and to attract more domestic tourists. The research process consisted of an online questionnaire, as well as of the creation of the Visit Zemplin Instagram page. The Visit Zemplin social media profile has an informative character. A set of recommendations for the branding of the Zemplin region was developed. It has been concluded that the region’s potential is recognised by the domestic travellers, however, a higher level of promotion and a branding strategy involving all the stakeholders is needed. Based on the findings, this potential lies in the rich culture, the folklore and the traditions of the Zemplin region influenced by its diverse population and major historical events taking place in the area, as well as in the region’s specific type of architecture and historical sites.