Branding w turystyce – przykłady wykorzystania przez narodowe organizacje turystyczne w wybranych krajach
Branding in tourism: examples of its use by national tourism organizations (NTO) in selected states

Summary/Abstract: The theoretical part of the present article includes a definition of the idea of the brand and branding. Their role in the present-day tourism is emphasized, as well. In the empirical part of the study examples are presented of the use of branding by National Tourism Organizations (NTO) in six states, i.e. Austria, (Österreich Werbung), the Czech Republic (Czech Tourism), France (Atout, France), Spain (TURESPAÑA), Germany (Deutsche Zentrale für Tourismus – DZT) and Poland (the Polish Tourism Organization: POT). The following research thesis was accepted in the study: branding is of a key role in promotional activities undertaken by NTOs in the individual states.

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