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Popescu, Ruxandra-Irina
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Rolul strategiei de brand a Japoniei în dezvoltarea turistică a ţării The Japanese government found that over 16 million people from Japan in 2002 travel abroad annually, but Japan is visited only by 5 million foreign tourists. Therefore, in early 2003, Japan launched the brand strategy named “Yōkoso! Japan”, the aim of which was to attract annually 10 million foreign tourists by the end of 2010.