This article examines the spatial diversity of tourist function development using the example of one of Poland's sixteen main administrative regions: the West Pomerania Province (Polish: Województwo zachodniopomorskie). The analysis was carried out based on the values of the Defert tourist function index, which is one of the basic indexes used in tourism geography. The analysis demonstrated significant differences between the individual municipalities in the region examined. This confirms the assumption that seaside municipalities have the highest tourist function development.
Purpose: Presentation of branding as an important element in the creation process of the brand image of national tourism destinations on the example of the operation of 39 National Tourism Organizations (NTOs) in Europe. Design/Methodology/Approach: For the selection of NTOs the following criteria were taken into account. 1. The functional criterion: the main functions attributed to NTOs were accepted as the grounds for the verification, firstly, it was considered whether the promotion of a given country on foreign markets is included among these tasks. 2. The economic criterion: possession of an autonomous financial budget by a given organization (regardless of the percentage share of funds from the budget of the state or from the private sector, or from any other sources) was accepted as the grounds for verification. 3. The organizational criterion: a separation of a given organization in the structure of a superior body was accepted as the grounds for verification. The research methods used include a method of diagnostic survey including a questionnaire technique, a direct interview and a statistical analysis. Findings: The analysis demonstrated among others that the vast majority of the NTOs examined (92.3%) implement the objectives of branding in practice. At the same time, a significant part of these organizations (86.1%) recognized the activities taken within branding to be very effective. Moreover, the vast majority of the NTOs analysed (91.7%) undertake the initiatives realized as part of branding on the global tourist market. Practical Implications: The conclusions following the study can be used by various entities which are responsible for an effective realization of the management process of the brand of tourism destinations on the different levels of administration. Originality/Value: The study constitutes an entirely new insight into the functioning of NTOs while presenting a substantially broader spectrum of the areas of interest for this type organizations as compared to those presented in the source literature till now.
Streszczenie: W ciągu ostatnich dwóch dekad branding stał się istotnym elementem kształtującym podejście marketingowe polegające na współdziałaniu wielu zainteresowanych stron, które powinny współpracować z sobą w celu osiągnięcia pożądanego rezultatu w procesie zarządzania marką obszaru recepcji turystycznej (ORT). Celem głównym artykułu jest przedstawienie koncepcji brandingu ORT oraz zaprezentowanie praktycznych aspektów jej wdrażania przez narodowe organizacje turystyczne funkcjonujące na świecie. W artykule przyjęto hipotezę badawczą zakładającą, że branding stanowi bardzo ważną część działań podejmowanych przez NTO w ramach procesu zarządzania krajowym ORT pomimo faktu, że nie należy on do zadań, które można by zaliczyć do priorytetowych dla tego typu organizacji. Przeprowadzona analiza wykazała, że zdecydowana większość badanych NTO uznało działania podejmowane w ramach brandingu za jeden z kluczowych aspektów zarządzania, m.in. marką obszarów recepcji turystycznej.Słowa kluczowe: branding, marka, destynacja turystyczna, narodowa organizacja turystyczna.Summary: Over the two past decades, branding has become an important element that forms the marketing approach which consists in cooperation of many stakeholders who need to cooperate in order to achieve the desired result in the tourism reception area brand management process. The chief purpose of this article is to present the conception of the tourism reception area branding and to present the practical aspects of its implementation by NTO's worldwide. In the article, the research hypothesis has been accepted stating that branding constitutes a very important part of the activities undertaken by NTO as part of the tourism reception area management process, in spite of the fact that it does not constitute a part of those tasks that could be included among priorities for this type organizations. The analysis conducted demonstrated that a significant majority of the NTO's covered by the research considered actions undertaken as part of branding as one of the key aspects of the management.
Natural resources constitute an important element of tourism assets and they considerably determine the shape and the level of tourist destination attractiveness. The present article constitutes an attempt made to estimate the significance of such elements in activities undertaken within the framework of tourism policy accepted by particular European countries. Two main research methods are used in the article, namely: a) desk research: based on information collected from reports submitted by particular countries to the European Commission; b) original research with the use of a diagnostic survey method (carried out with a group of 39 European national tourism organisations). As indicated in the article, natural resources constitute a very important element in activities undertaken to create and to develop tourism in the countries analysed. The individual countries certainly appreciate the value of the above-mentioned factors, especially in the context of proper care which needs to be provided to ensure an appropriate use by tourists. The results obtained need to become an important reference point for those decision-makers who are responsible for the development of tourism. They also emphasize the on-going necessity of undertaking activities aim at the protection of natural resources, as viewed from the perspective of the growing interest in tourism.
The main purpose of this article is to present the activities of local DMOs (destination management organizations) in the context of the development of the tourist education sector in Poland. The article provides the results of the authors’ research on the collaboration between DMOs and the representatives of the educational sector in Poland, especially in the area of the training of professionally prepared personnel for the operation of the market of tourist services.
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