Building of strong brands with emphasis on branding of tourism destination

Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F60076658%3A12510%2F22%3A43905617" target="_blank" >RIV/60076658:12510/22:43905617 - isvavai.cz</a>
Result on the web
<a href="http://omp.ef.jcu.cz/index.php/EF/catalog/book/83" target="_blank" >http://omp.ef.jcu.cz/index.php/EF/catalog/book/83</a>
DOI - Digital Object Identifier
<a href="http://dx.doi.org/10.32725/978-80-7394-976-1.05" target="_blank" >10.32725/978-80-7394-976-1.05</a>

Result language
angličtina
Original language name
Building of strong brands with emphasis on branding of tourism destination
Original language description
The topic of this paper is the research of professional journals, reference books,published papers as well as study of best practice of building the strong brands. The keyquestion is how to define a strong brand, from which values the strong brand has been formed and which factors create strong brands. The main point of interest is the branding oftourism destination and how are the standard modern branding strategies useable for it. Destinations brands have very specific characteristics, they are based on historical name of thelocation and are usually public property. This paper deals with the question which brandingfactors are most important for the strong brand of tourisms destination. As a example hadbeen evaluated two successful destinations Austria and Upper Austria and their approach tobranding management. The research will be used as the basis of analysis of other destinationsin dissertation „The marketing of tourism services with the accent of destination branding“.
Czech name
—
Czech description
—

Project
—
Continuities
I - Institucionalni podpora na dlouhodoby koncepcni rozvoj vyzkumne organizace

Publication year
2022
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Article name in the collection
Proceedings of the 16th International Scientific Conference INPROFORUM 2022. DIGITALIZATION. Society and Markets, Business and Public Administration
ISBN
978-80-7394-976-1
ISSN
—
e-ISSN
2336-6788
Number of pages
7
Pages from-to
30-36
Publisher name
Jihočeská univerzita v Českých Budějovicích, Ekonomická fakulta
Place of publication
České Budějovice
Event location
České Budějovice
Event date
Oct 3, 2022
Type of event by nationality
EUR - Evropská akce
UT code for WoS article
—

Similar results(10)