Quality as an element of creating destination brand in the economic crisis
Journal Title: International Journal of Contemporary Management - Year 2013, Vol 12, Issue 1
Abstract
During the ongoing financial crisis significant changes in tourist demand can be ob-served. As a result, it has become very important for particular destinations to look for competitive advantages in order to prevent adverse events. Destination branding is an important area in terms of competition, while quality which is its essential element is not easy to define. The paper attempts to answer two key questions: What factors determine the quality of such a product as a destination? Is it worth concentrating on the high quality of the destination during an economic crisis?As presented in the theoretical part, and further confirmed by empirical results, the key to the development of the quality of the destination is its infrastructure. That is an important conclusion because it is an area that is easier to manage than the attractiveness of a destination. Accordingly, it is also easier to create it in an economic crisis. Additionally, as research shows, almost all respondents indicated that quality can be an important tool in preventing adverse events.
Authors and Affiliations
Maciej Dębski
Keywords
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