BRAND AS ONE OF THE TOURISM DEVELOPMENT TOOLS IN THE TOURIST AREA BESKYDY - WALLACHIA
BRAND AS ONE OF THE TOURISM DEVELOPMENT TOOLS
IN THE TOURIST AREA BESKYDY - WALLACHIA
Author(s): Vladimír Vavrečka, Jiří MezuláníkSubject(s): Social Sciences, Media studies, Geography, Regional studies, Sociology of Culture, Environmental interactions, Marketing / Advertising, Tourism
Published by: Univerzita sv. Cyrila a Metoda v Trnave, Fakulta masmediálnej komunikácie
Keywords: brand in the tourism industry; customer satisfaction; destination management; focus group; the barriers of tourism; the potential of the tourist region;
Summary/Abstract: The article deals with the issue of the brand in the context of the research for the development of the tourist area of Beskydy-Wallachia. "Beskydy-Wallachia“ brand is originated from the name of the tourist area, geographically covering the area of the Moravian-Silesian Beskydy mountains and foothills, characterized by its original character and traditions - Valašsko (Wallachia). Yet executed marketing research is based on its own methodology, which relies on interviewing the focal group of actors in the tourist area. The exploitation rate of potential is assessed in relation to make the brand of "Beskydy-Wallachia".
Journal: Marketing Identity
- Issue Year: 4/2016
- Issue No: 1/1
- Page Range: 471-483
- Page Count: 14
- Language: English