Znaczenie turystyki w budowaniu marki narodowej „Polska”

• Authors: Mariola Łuczak

Title variants

EN

THE MEANING OF THE TOURISM IN CONSTRUCTION OF THE NATIONAL MARK “POLAND”

• Languages of publication: PL

Abstracts

EN

The theoretical look presents in this article on notions of marks and branding with reference to the country, on the role of tourism in the creation of the mark “Poland” and the author states the present meaning of the mark of our national country, ascertain in the world. The determination of the meaning of tourism in the construction of the national mark was the basic purpose in the article. The author used in the realization of that purpose the descriptive method and chose the available, quantitative data, which gave the concerning result research related to the polish mark and showed the position of the national mark of “Poland” in the international rankings.

Keywords

EN

BRAND; NATIONAL BRAND; BRANDING; COUNTRY BRAND HEXAGON

• Publisher: Wydział Zarządzania - Uniwersytet Gdański
• Journal: Zarządzanie i Finanse
• Year: 2012
• Volume: 2
• Issue: 2
• Pages: 117-134

Contributors

author

Mariola Łuczak

• atedra Marketingu, Wydział Zarządzania, Uniwersytet Gdański