Branding of Tourist Reception Area and Its Use in the Activities of National Tourism Organizations

Marczak, Mirosław

doi:10.15611/pn.2017.473.30

Cited by 2 publications

(2 citation statements)

References 18 publications

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“…In today's world, in which media and marketing ubiquitously reign, there are many different methods to gain target markets and recognition among recipients. However, despite the abundance of multimedia materials that are available on the market, it is sometimes necessary to redefine the methods to provide information to tourists with the use of innovative carriers (Marczak, 2014). For example, instruments of ambient marketing, the so-called ambient media, may offer such an innovative solution (Poninthawong, 2012).…”

Section: Image Of the Brand Of Tourist Destinationsmentioning

confidence: 99%

Branding as an Essential Element in the Creation Process of the Image of the Brand in National Tourism Destinations

Marczak¹,

Borzyszkowski²

2020

ERSJ

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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.

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Section: Image Of the Brand Of Tourist Destinationsmentioning

confidence: 99%

Branding as an Essential Element in the Creation Process of the Image of the Brand in National Tourism Destinations

Marczak¹,

Borzyszkowski²

2020

ERSJ

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“…At the same time, the process of creating and strengthening brands which guarantee quality service is observed in this respect [2]. A strong and recognisable brand is every region's asset; therefore, building strong brands is a priority in management [3,4].…”

Section: Introductionmentioning

confidence: 99%

An Analysis of the Condition of the Tourist Brand and Tourist Attractiveness of the Podkarpackie Region Based on the Brand Asset Valuator Model

Gierczak-Korzeniowska

2019

Polish Journal of Sport and Tourism

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Introduction. There are many factors which determine the attractiveness of a region for tourists. However, such assessments are, relatively rarely, a result of the analysis of the presence and condition of regional tourist brands and their perception among visitors. The analysis and assessment of the condition of a brand can be carried out using the BAV (Brand Asset Valuator). This is an extremely interesting and useful tool which explains the dynamics of behaviour of brands on the market and diagnoses their “health”, supporting the process of their long-term management.Materials and methods. On the basis of the results of a pilot study, an attempt is made to measure the tourist attractiveness of the Podkarpackie region through the assessment of regional tourist brands and their features which are important from the point of view of the inhabitants of the region. The BAV model was used to analyse 32 tourist products. The applied research methods include the Mann-Whitney test, Spearman’s rank correlation coefficient, and the chi-square independence test.Results. The mapped data analysis based on the BAV model showed that 16 out of 32 products assessed were located in the leadership quadrant. The majority of the remaining products were in the development or decline phases.Conclusions. The presence of branded tourist products and their number have an impact on the tourist attractiveness of the region. The following aspects of the region were considered the most attractive: nature (natural surroundings, natural values, and ecological aspects), heritage (historical heritage and monuments and presentation of important past events), and tourism (tourism and recreation offerings).

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Branding of Tourist Reception Area and Its Use in the Activities of National Tourism Organizations

Cited by 2 publications

References 18 publications

Branding as an Essential Element in the Creation Process of the Image of the Brand in National Tourism Destinations

Branding as an Essential Element in the Creation Process of the Image of the Brand in National Tourism Destinations

An Analysis of the Condition of the Tourist Brand and Tourist Attractiveness of the Podkarpackie Region Based on the Brand Asset Valuator Model

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