Destination brand licensing – the case of Porta Lubavia brand
Destination branding is one of the most popular topic among tourism destinations researchers and practitioners however recent research revealed that it is a concept not clear. The purpose of presented paper is to enhance destination branding theory by introducing some new elements taken from other p...
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| Format: | Article |
| Language: | English |
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Mendel University Press
2013-01-01
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| Series: | Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis |
| Subjects: | |
| Online Access: | https://acta.mendelu.cz/61/7/2989/ |
| _version_ | 1828791024330211328 |
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| author | Michał Żemła |
| author_facet | Michał Żemła |
| author_sort | Michał Żemła |
| collection | DOAJ |
| description | Destination branding is one of the most popular topic among tourism destinations researchers and practitioners however recent research revealed that it is a concept not clear. The purpose of presented paper is to enhance destination branding theory by introducing some new elements taken from other popular concepts used in destination management into destination branding theory. The concept of destination brand licensing was undertaken as a response to several critical argument raised against the existing idea of destination branding. However the concept is yet not finished and practical examples presented so far need scientific generalization to prepare some guidelines on successful procedure of implementing destination brand licensing. The example of Polish brand Porta Lubavia is going to be presented as a illustration of some of potential benefits and problems connected with implementing this concept into a practice. |
| first_indexed | 2024-12-12T02:43:28Z |
| format | Article |
| id | doaj.art-7d52df33094f4ab6a94757025620b63e |
| institution | Directory Open Access Journal |
| issn | 1211-8516 2464-8310 |
| language | English |
| last_indexed | 2024-12-12T02:43:28Z |
| publishDate | 2013-01-01 |
| publisher | Mendel University Press |
| record_format | Article |
| series | Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis |
| spelling | doaj.art-7d52df33094f4ab6a94757025620b63e2022-12-22T00:41:07ZengMendel University PressActa Universitatis Agriculturae et Silviculturae Mendelianae Brunensis1211-85162464-83102013-01-016172989299410.11118/actaun201361072989Destination brand licensing – the case of Porta Lubavia brandMichał Żemła0Department of Tourism, Katowice School of Economics, 40-659 Katowice, PolandDestination branding is one of the most popular topic among tourism destinations researchers and practitioners however recent research revealed that it is a concept not clear. The purpose of presented paper is to enhance destination branding theory by introducing some new elements taken from other popular concepts used in destination management into destination branding theory. The concept of destination brand licensing was undertaken as a response to several critical argument raised against the existing idea of destination branding. However the concept is yet not finished and practical examples presented so far need scientific generalization to prepare some guidelines on successful procedure of implementing destination brand licensing. The example of Polish brand Porta Lubavia is going to be presented as a illustration of some of potential benefits and problems connected with implementing this concept into a practice.https://acta.mendelu.cz/61/7/2989/destination brandingbrand licensingdestination networkingbranding challengesKamienna Góra countyPoland |
| spellingShingle | Michał Żemła Destination brand licensing – the case of Porta Lubavia brand Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis destination branding brand licensing destination networking branding challenges Kamienna Góra county Poland |
| title | Destination brand licensing – the case of Porta Lubavia brand |
| title_full | Destination brand licensing – the case of Porta Lubavia brand |
| title_fullStr | Destination brand licensing – the case of Porta Lubavia brand |
| title_full_unstemmed | Destination brand licensing – the case of Porta Lubavia brand |
| title_short | Destination brand licensing – the case of Porta Lubavia brand |
| title_sort | destination brand licensing the case of porta lubavia brand |
| topic | destination branding brand licensing destination networking branding challenges Kamienna Góra county Poland |
| url | https://acta.mendelu.cz/61/7/2989/ |
| work_keys_str_mv | AT michałzemła destinationbrandlicensingthecaseofportalubaviabrand |