Building of strong brands with emphasis on branding of tourism destination

Kód výsledku v 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>

Výsledek na webu

<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>

Jazyk výsledku

angličtina

Název v původním jazyce

Building of strong brands with emphasis on branding of tourism destination

Popis výsledku v původním jazyce

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“.

Název v anglickém jazyce

Building of strong brands with emphasis on branding of tourism destination

Popis výsledku anglicky

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“.

Druh

D - Stať ve sborníku

CEP obor

—

OECD FORD obor

50204 - Business and management

Projekt

—

Návaznosti

I - Institucionalni podpora na dlouhodoby koncepcni rozvoj vyzkumne organizace

Rok uplatnění

2022

Kód důvěrnosti údajů

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Název statě ve sborníku

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

Počet stran výsledku

7

Strana od-do

30-36

Název nakladatele

Jihočeská univerzita v Českých Budějovicích, Ekonomická fakulta

Místo vydání

České Budějovice

Místo konání akce

České Budějovice

Datum konání akce

3. 10. 2022

Typ akce podle státní příslušnosti

EUR - Evropská akce

Kód UT WoS článku

—