The Structure of the Health Resort Tourism Brand
The Structure of the Health Resort Tourism Brand

Summary/Abstract: The use of a brand can be very profitable for both consumers and, above all, allproducers. The benefits connected with brand building can be also obtained on the tourismmarket, including the market of health resort tourism. Therefore, the aim of the paperis to present the nature and use of the tourism brand concept on the market of healthresort tourism. Activities building a health resort tourism brand require the involvementof all participants of the supply side of the tourism market (brand creators).These activities aim at the brand structure (elements of a health resort tourism product)through marketing (mainly promotion) and quality enhancing activities. Clients (patients,tourists) both consume and verify a tourism brand. A health resort tourism branddistinguished through the marketing concept and supported by identification activities(identity and image) makes it easier to achieve specific economic and social goals of anarea of tourism reception. Moreover, it creates possibilities of fulfilling tourists’ needsthrough high-quality services.

• Details
• Contents