Marka „Karkonosze” jako czynnik tworzenia turystycznego łańcucha dostaw w regionie
“Karkonosze” brand as a factor of creating tourism supply chain in the region

Summary/Abstract: Tourism supply chain is a network of organizations involved in activities for the creation, sale and promotion of tourism products in the specified destination. An intangible resource that integrates the chain is undoubtedly a brand, seen not only as a logo. The author will present a comparative analysis of three regions using the brand to shape the tourism supply chains. As a result, the diagnosis will propose actions based on hexagon model, how to build products in the region to make people remember them not only as a name and picture.

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