Rozpoznawalność marek hoteli niezrzeszonych
Recognition of Independent Hotel Brands

Summary/Abstract: Hotels, similarly to other companies, undertake marketing actions aimed at establishing an attractive brand which would be associated by potential customers with particular benefits. However, the features of hotels, especially independent hotels, makes establishing a strong brand especially difficult. The aim of the paper is to evaluate brand recognition in the case of independent hotels. The research was conducted with the use of spontaneous recognition method. The results suggest that the level of recognition is dramatically low, still the nature of the research, and especially of the research sample, makes future more extended research necessary before presenting clear-cut conclusions.

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