"Roztocze - witalnosc z natury" brand as an indicator of abiotic assets in marketing slogans and tourism products
"Roztocze - witalnosc z natury" brand as an indicator of abiotic assets in marketing slogans and tourism products

Author(s): Teresa Brzezińska-Wójcik
Subject(s): Economy, Business Economy / Management, Tourism
Published by: Wydawnictwo Naukowe Uniwersytetu Szczecińskiego
Keywords: brand; abiotic assets; promotion; tourism product; Roztocze region

Summary/Abstract: The study presents the results of evaluation of the “Roztocze - Witalnosc z natury” brand as an indicator of the abiotic assets of the region reflected in marketing slogans and tourism products. The study goals were achieved using the query and stocktaking methods, screening, and analysis of opportunities for development. The results indicate that the most frequently mentioned abiotic elements include landscape (hills, valleys, and Cretaceous, Eocene, and Miocene rock outcrops) and recreational (groundwaters) assets. There is no indication of specialist assets. The abiotic assets are most widely identified in Roztocze Tomaszowskie. The marketing slogans mainly refer to recreational (streams, Roztocze wave, kayaks, sunny beaches) and landscape (quarries, rock and fossil outcrops) assets. The tourism offer proposes primarily trail-products; in turn, there are no area-products or object-products evoking memories of the brand and Roztocze as a tourist region.

  • Issue Year: 44/2018
  • Issue No: 4
  • Page Range: 57-67
  • Page Count: 11
  • Language: English