Creation and promotion of branded tourism products : analysis of selected issues

Abstract

PURPOSE: The principal aim of the article is to identify the main factors that influence the creation of a branded tourism product. Its implementation and operation is to be long-term and integrated with the tourist development of the locality or tourist region.

DESIGN/METHODOLOGY/APPROACH: Promotion of a branded tourism product is primarily the totality of activities and decisions connected with advertising and shaping a positive image of the brand in the closer and further environment of the place of tourist reception. This is particularly important when such products are offered to consumers from European Union countries, who attach great importance to branded products. The research hypothesis was defined as follows: creating a branded tourism product must involve investing in local tourism, i.e. in the development of tourist facilities.

FINDINGS: Local authorities, within the framework of the local tourism policy, should influence appropriate development of the components of their local tourism product, i.e., natural, cultural and social attractions, general and tourist infrastructure, services and transport accessibility, promotion of the tourism product.

PRACTICAL IMPLICATIONS: Experience and conclusions of this study indicate that it is an important activity on the part of local authorities to foster the development of appropriate tourist and quasi-tourist infrastructure and to initiate pro-development activities, such as public-private partnership, obtaining resources from European funds, supporting private initiatives in the field of tourism development.

ORIGINALITY/VALUE: The paper is of practical use. The results can be used in particular by local decision makers in the development of local tourism products and in the creation of local tourism-based development strategies.