Kreowanie markowego produktu turystyki kulturowej (na przykładzie potencjalnego produktu pt. Filmowym tropem po Polsce

• Authors: Marta Kamel , Magdalena Stefanik

Title variants

EN

THE CREATIVE PROCESS OF A CULTURAL TOURISM BRAND PRODUCT (THE CASE STUDY OF A POTENTIAL PRODUCT, CALLED ‘THE FILM TRACK AROUND POLAND’)

• Languages of publication: PL

Abstracts

EN

The article presents how we can create a brand product of cultural tourism using the marketing mix tools. The authors created an example product called “The film track around Poland” relating to the popular film tourism and using the film locations which “played the roles” of other places in films. Moreover, the case study of this product allowed to describe the ideas of a brand, target segment and the product distribution methods, as well as to carry out the SWOT analysis.

Keywords

EN

BRAND PRODUCT OF CULTURAL TOURISM; CULTURAL TOURISM; FILM TOURISM

• Publisher: KulTour.pl - Organizator Turystyki Kulturowej i Edukacyjnej, Poznań, Polska
• Journal: Turystyka Kulturowa
• Year: 2011
• Issue: 8
• Pages: 4-29

Contributors

author

Marta Kamel

author

Magdalena Stefanik

• Akademia Wychowania Fizycznego w Poznaniu, Wydział Turystyki i Rekreacji, ul. Rybaki 19, Poznań, Poland