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  1. 1 Turystyka Kulturowa

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  1. 1 Kamel M.

  2. 1 Stefanik M.

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  1. 1 2011

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

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Kamel M., Stefanik M.
Turystyka Kulturowa
|
2011
|
issue 8
4-29
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.
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