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Insights and practices from branding in destination management

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dc.title Insights and practices from branding in destination management en
dc.contributor.author Hýblová, Monika
dc.relation.ispartof 13th Annual International Bata Conference for Ph.D. Students and Young Researchers (DOKBAT)
dc.identifier.isbn 978-80-7454-654-9
dc.date.issued 2017
dc.citation.spage 164
dc.citation.epage 175
dc.event.title 13th Annual International Bata Conference for Ph.D. Students and Young Researchers (DOKBAT)
dc.event.location Zlín
utb.event.state-en Czech Republic
utb.event.state-cs Česká republika
dc.event.sdate 2017-04-26
dc.event.edate 2017-04-27
dc.type conferenceObject
dc.language.iso en
dc.publisher Tomas Bata University in Zlín
dc.identifier.doi 10.7441/dokbat.2017.17
dc.relation.uri http://dokbat.utb.cz/wp-content/uploads/DOKBAT2017.pdf
dc.subject branding en
dc.subject destination management en
dc.subject tourism en
dc.description.abstract The article is focused on the topic of a destination branding. It explains the basic concepts and specifics in the Czech Republic, then there follow the findings from a previously conducted foreign scientific work through critical literature review and examples of successful branding from foreign countries. Branding in practice is shown with two different successful approaches. The concept of branding in destination management is a relatively new idea, that is gradually tested in practice in each destination. The importance of marketing and branding has increased with transport development, but still 10 main destinations are visited by 70 % of the visitors. The tourism is a major source of income in many countries in the world. The tourism formed nearly 3 % of GDP and employed 225 000 persons in the Czech Republic in 2014. The total internal tourism consumption in the Czech Republic amounted to 238 bln. CZK in 2014. The incoming tourism generated almost 61 % of the consumption (144 bln. CZK). The average daily expenditure of foreign visitors amounted to 4,880 CZK, while the Czech tourists spent only 1230 CZK. This statistics shows, how the tourism is important. The Czech Republic is not a typical touring country, but its benefits from tourism are considerable and the importance of tourism in other countries is even increased with higher tourist popularity. en
utb.faculty Faculty of Management and Economics
dc.identifier.uri http://hdl.handle.net/10563/1008699
utb.identifier.rivid RIV/70883521:28120/17:63517752!RIV18-MSM-28120___
utb.identifier.obdid 43877652
utb.identifier.wok 000466528800017
utb.source d-wok
dc.date.accessioned 2019-08-07T11:46:08Z
dc.date.available 2019-08-07T11:46:08Z
utb.contributor.internalauthor Hýblová, Monika
utb.fulltext.affiliation Monika Hýblová Tomas Bata University in Zlín, Faculty of Management and Economics Mostní 5139, 760 01 Zlín +420 777 332 119 mhyblova@fame.utb.cz
utb.fulltext.dates -
utb.wos.affiliation [Hyblova, Monika] Tomas Bata Univ Zlin, Fac Management & Econ, Mostni 5139, Zlin 76001, Czech Republic
utb.fulltext.faculty Faculty of Management and Economics
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