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An Analysis of the Condition of the Tourist Brand and Tourist Attractiveness of the Podkarpackie Region Based on the Brand Asset Valuator Model

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  • Gierczak-Korzeniowska Beata

    (University of Rzeszów, Institute of Economics and Finance at the College of Social Sciences, Rzeszów, Poland)

Abstract

Introduction. There are many factors which determine the attractiveness of a region for tourists. However, such assessments are, relatively rarely, a result of the analysis of the presence and condition of regional tourist brands and their perception among visitors. The analysis and assessment of the condition of a brand can be carried out using the BAV (Brand Asset Valuator). This is an extremely interesting and useful tool which explains the dynamics of behaviour of brands on the market and diagnoses their “health”, supporting the process of their long-term management.

Suggested Citation

  • Gierczak-Korzeniowska Beata, 2019. "An Analysis of the Condition of the Tourist Brand and Tourist Attractiveness of the Podkarpackie Region Based on the Brand Asset Valuator Model," Polish Journal of Sport and Tourism, Sciendo, vol. 26(2), pages 34-39, June.
    • Handle: RePEc:vrs:spotou:v:26:y:2019:i:2:p:34-39:n:6
    DOI: 10.2478/pjst-2019-0012
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