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Place identity and place marketing

100%

Komaromi-Gergely A.

Roczniki Naukowe Stowarzyszenia Ekonomistów Rolnictwa i Agrobiznesu

2011

tom 13

nr 6

A town marketing model has to be based on wide basis to be successful. This basis has to represent from the population. One of the most important long terms aims of the marketing activity the promotion of local identity and the “we mind”. In a region/town the impression of inherence is an important factor that helps the population in taking a root in the region/town and keeping them at their place. Hereby a positive atmosphere can be encouraged that can motivate further development in the region/town. In my study I turn the attention to the marketing activity of local governments that target the local inhabitants.

Luxury hotel brand as the contributor to the place marketing

75%

Belyakova N.

Handel Wewnętrzny

2018

tom 64

nr 4 t.2

Purpose: The luxury segment plays a significant role in the tourism industry in general and in the hotel business in particular. The paper is devoted to the review of the trends determining the development of the top hotel segment in aspects of place marketing. Design/methodology/approach is a combination of interviews to elicit responses from the selected luxury hotels. A typology of different hotel brands’ approaches to place branding was prepared on the basis of the survey data. Findings: The main findings are that the luxury hotel brands are on the cutting edge of taking into account place marketing items in the brand strategy framework; luxury segment remains the most stable part of hospitality industry; qualitative increase of tourist flow could contribute to GDP more than quantitative growth. Social implications: The article shows the evolution from separate promotion of the hotels’ and place brands to their natural win-win co-branding; traces effects of such long-life cross-promotion. Originality/value: The paper shows different points of coincidence of business (hotels’ brands) and non-profit/state (place brands) strategies at the area of destination promotion.

Ograniczanie wyników

1 Handel Wewnętrzny

1 Roczniki Naukowe Stowarzyszenia Ekonomistów Rolnictwa i Agrobiznesu

1 Belyakova N.

1 Komaromi-Gergely A.

1 2018

1 2011

Wyniki wyszukiwania

Place identity and place marketing

Luxury hotel brand as the contributor to the place marketing