Abstract
In the 21st century image plays a key role in all aspects of life and business. In the mind of the consumer, attractiveness, quality, reliability are linked to reputation and therefore promoting products and services is key to any business endeavor. In the tourism sector, for example, Romania faces a special challenge, i.e. the attempt to revive tourist resorts which have known great success in the communist time but which have been forgotten and deserted ever since. The paper presents the results of a research conducted in Geoagiu-Bai, a typical communist balneal resort from Hunedoara county, where considerable marketing and PR efforts are made to resurrect people’s interest for the resort and its surroundings.
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