Branding obszaru recepcji turystycznej i jego wykorzystanie w działaniach narodowych organizacji turystycznych
Branding of tourist reception area and its use in the activities of national tourism organizations

Summary/Abstract: Over the two past decades, branding has become an important element that forms the marketing approach which consists in cooperation of many stakeholders who need to cooperate in order to achieve the desired result in the tourism reception area brand management process. The chief purpose of this article is to present the conception of the tourism reception area branding and to present the practical aspects of its implementation by NTO’s worldwide. In the article, the research hypothesis has been accepted stating that branding constitutes a very important part of the activities undertaken by NTO as part of the tourism reception area management process, in spite of the fact that it does not constitute a part of those tasks that could be included among priorities for this type organizations. The analysis conducted demonstrated that a significant majority of the NTO’s covered by the research considered actions undertaken as part of branding as one of the key aspects of the management.

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