Architektura narzędziem zarządzania marką obszaru recepcji turystycznej
Architecture as the Tool of a Tourist Destination Brand Management

Summary/Abstract: Brand architecture is the crucial component of marketing theory and simultaneously an important instrument of brand management at the level of a tourist destination. The subject literature critical analysis method, applied for the purposes of the research problem realisation, allowed to conceptualize the notions related to the category of a tourist destination brand and to explain their mutual relationships, with particular emphasis onthe relations between a brand and a tourist product. The empirical purpose of the article isto compare the tourist brand architecture of three selected European countries, i.e.: Great Britain, Poland and Latvia. The method of quantitative content analysis was applied to accomplish the defined purpose. The conducted research revealed the occurrence of similarities and differences in creating brand architecture of the analysed countries.

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