BRAND AS ONE OF THE TOURISM DEVELOPMENT TOOLS IN THE TOURIST AREA BESKYDY - WALLACHIA
Journal Title: Marketing Identity - Year 2016, Vol 4, Issue 1
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".
Authors and Affiliations
Vladimír Vavrečka, Jiří Mezuláník
Keywords
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- EP ID EP174572
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