Place brand communities as a tool used to raise awareness of the destination-factors of effectiveness
- Autor
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Ewa Pisula
Autor
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Marcin Kania
Autor
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- Słowa kluczowe:
- Array, Array, Array, Array
- Abstrakt
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Tourist destinations position themselves as brands to attract visitors in the global tourism industry. One of the strategies that can be effective in raising awareness of the place, its history, culture, traditions, and heritage is building brand communities. The goal of this article is to define the components that determine the effectiveness of a destination brand community as a tool used to raise awareness of the place. The research was conducted in Poland, using a quantitative approach. According to the research results, for a tool like a place brand community to be effective in raising awareness of the destination, attention should be paid to four elements: Members’ engagement; Communication, interaction; Relationships; Benefits.
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