Wykorzystanie brandingu przez wybrane, pozaeuropejskie organizacje turystyczne (NTO)

• Autorzy: Mirosław Marczak

Warianty tytułu

Use of Branding by Selected Non-European National Tourism Organizations (NTOs)

• Języki publikacji: PL

Abstrakty

Celem artykułu jest przedstawienie wybranych aspektów działań podejmo-wanych w ramach brandingu przez narodowe organizacje turystyczne (NTO) funkcjonu-jące na obszarze czterech głównych (poza Europą) regionów turystycznych świata1. Ana-lizie poddano działania brandingowe 44 krajowych organizacji typu NTO. W szczególności w opracowaniu przedstawiono teoretyczne rozważania dotyczące poj-mowania brandingu w krajowej i zagranicznej literaturze przedmiotu, scharakteryzowano główne kryteria, na podstawie których dobrano narodowe organizacje turystyczne do ba-dań, a także przedstawiono wybrane aspekty praktycznego wykorzystywania brandingu przez badane NTO (m.in. zasięg działań podejmowanych w ramach brandingu, postrze-ganie i utożsamianie brandingu przez badane organizacje z różnego rodzaju zagadnie-niami, wykorzystywanie produktów markowych w kampaniach promocyjnych). W opra-cowaniu przyjęto hipotezę badawczą zakładającą, że branding odgrywa istotną rolę w działaniach współczesnych narodowych organizacji turystycznych, a jego ranga i za-kres wykorzystywania stale wzrasta, co powoduje, że staje się on jednym z kluczowych działań podejmowanych przez tego typu organizacje(abstrakt oryginalny)

EN

Outline of the content: The purpose of the article is an analysis of the selected aspects of activities undertaken within the framework of branding by those national tourism or-ganizations (NTOs) that function in the area of four main tourist regions in the world (outside of Europe). The division was made based on the recommendations of UNWTO which distinguishes 5 main tourist regions in the world, i.e. the European Region, the American Region, the Region of Asia and Pacific, the African Region and the Middle East Region (Tourism Highlights... 2015). The branding activities of 44 national organi-zations of NTO type were the subject of the analysis. In particular, theoretical delibera-tions concerning understanding branding in the national and foreign literature of the sub-ject were presented in the study. The main criteria were characterized on the basis of which national tourist organizations were selected for the research and also the selected aspects were presented of the practical use of branding by the examined NTOs (including the scope of activities undertaken within the framework of branding, perceiving and equating branding by the examined organizations with various issues, use of branded products in promotional campaigns). The research hypothesis was accepted in the study, namely that branding plays an essential role in the activities of modern national tourism organizations, and its rank and the scope of use is constantly increasing, which makes it become one of the key activities undertaken by the organizations of this type. (original abstract)

Słowa kluczowe

PL

Budowanie świadomości marki; Marka; Produkt; Organizacje turystyczne; Promocja

EN

Branding; Brand; Product; Tourism organisation; Promotion

• Czasopismo: Zeszyty Naukowe Wydziału Nauk Ekonomicznych Politechniki Koszalińskiej
• Rocznik: 2016
• Numer: nr 20, cz. 1
• Strony: 175--195

Twórcy

autor

Mirosław Marczak

• olitechnika Koszalińska

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