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![http://www.ejournals.eu/pliki/art/13742/ [zdalny]](images/mime-icons/binary.gif "13742")
Warianty tytułu
Języki publikacji
Abstrakty
Background. Destination branding is a complicated, long-lasting and challenging process because destination is the most complex tourist product which involves various other tourism products and various entities what requires a special approach.
Research aims. The basic aim of the article is to show using the example of the South Coast Baltic brand, how the process of a cross border umbrella tourist destination proceeds.
Methodology. Apart from the case study, the authors used such methods as: literature and documentation analysis and participant observation. Both authors are directly involved in marketing and pro-quality activities aimed at building the described brand. Therefore, the study is also based on practical knowledge about the subject discussed.
Key findings. The basic problem in the building a cross-border tourist destination brand such as South Coast Baltic is to take into account the differences between the countries and regions that make up the described brand. The brand creation process requires regular monitoring of the needs and preferences of the sailors in order to make the product identified best suited to their expectations. (original abstract)
Research aims. The basic aim of the article is to show using the example of the South Coast Baltic brand, how the process of a cross border umbrella tourist destination proceeds.
Methodology. Apart from the case study, the authors used such methods as: literature and documentation analysis and participant observation. Both authors are directly involved in marketing and pro-quality activities aimed at building the described brand. Therefore, the study is also based on practical knowledge about the subject discussed.
Key findings. The basic problem in the building a cross-border tourist destination brand such as South Coast Baltic is to take into account the differences between the countries and regions that make up the described brand. The brand creation process requires regular monitoring of the needs and preferences of the sailors in order to make the product identified best suited to their expectations. (original abstract)
Rocznik
Tom
Numer
Strony
281--299
Opis fizyczny
Twórcy
autor
- Maritime University of Szczecin, Poland
autor
- Pr-ide GbR, Public Relation & Industrial Design, Berlin, Germany
Bibliografia
- Campelo, A. et al. (2013). Sense of place: The importance for destination branding. Journal of Travel Research, 53(2), 154-166.
- Dębski, M. (2013). Jakość jako element budowania marki destynacji podczas kryzysu gospodarczego. International Journal of Contemporary Management, 12(1), 41-50.
- Düssel, M. (2009). Marketing w praktyce. Tłum. B. Moryl. Warszawa: BC Edukacja.
- Dwyer, L. & Kim, C. (2003). Destination competitiveness: Determinants and indicators. Current Issues in Tourism, 6(5), 369-414.
- Erdem, T. & Swait, J. (2004). Brand credibility, brand consideration, and choice. Journal of Consumer Research, 31(1), 191-198.
- Gębarowski, M. (2010). Współczesne targi: Skuteczne narzędzie komunikacji marketingowej. Gdańsk: Regan Press.
- Greaves, N. & Skinner, H. (2010). The importance of destination image analyses to UK rural tourism. Marketing Intelligence & Planning, 28(4), 486-507.
- Kaczmarek, J., Stasiak, A. & Włodarczyk, B. (2005). Produkt turystyczny. Pomysł. Organizacja. Warszawa: PWE.
- Khan, B.M. (2009). Corporate brand management: Past, present and future. Pranjana: The Journal of Management Awareness, 12(1), 21-39.
- Kotler, P. & Gertner, D. (2002). Country as brand, product and beyond: A place marketing and brand management perspective. In: N. Morgan, A. Pritchard & R. Pride. Destination Branding: Creating the Unique Destination Proposition, 2 (pp. 40-56). Oxford: Elsevier.
- Michalski, E. (2017). Marketing. Warszawa: WN PWN.
- Morgan, N., Pritchard, A. & Pride, R. (2011). Destination Brands: Managing Place Reputation. London-New York: Routledge.
- Morgan, N.J., Pritchard, A. & Piggott, R. (2003). Destination branding and the role of the stakeholders: The case of New Zealand. Journal of Vacation Marketing, 9(3), 288-295.
- Panasiuk, A. (red.) (2007). Marketing usług turystycznych. Warszawa: WN PWN.
- Panasiuk, A. (2013). Marka turystyczna jako instrument zarządzania regionalną gospodarką turystyczną w warunkach sytuacji kryzysowych. International Journal of Contemporary Management, 12(1), 21-30.
- Scherhag, K. (2000). Profilierungsstrategien für touristische Regionen. In: M.L. Fontanari, K. Scherhag, G. Verlag (Hrsg.). Wettbewerb der Destinationen (pp. 149-162). Wiesbaden: Springer Fachmedien.
- Tsiotsou, R.H. & Goldsmith, R.E. (eds.) (2012). Strategic Marketing in Tourism Services. [s.l.]: Emerald.
- Wassertourismus in Deutschland. Praxisleitfaden für wassertouristische Unternehmen, Kommunen und Vereine (2013). Berlin: Bundesministeriums für Wirtschaft und Technologie, https://southbaltic.eu (accessed: 10th April 2018).
- https://southbaltic.eu (accessed: 10th April 2018).
- https://www.jamel.pl (accessed: 10th April 2018).
Typ dokumentu
Bibliografia
Identyfikatory
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