The Structure of the Health Resort Tourism Brand

Abstract

The use of a brand can be very profitable for both consumers and, above all, all producers. The benefits connected with brand building can be also obtained on the tourism market, including the market of health resort tourism. Therefore, the aim of the paper is to present the nature and use of the tourism brand concept on the market of health resort tourism. Activities building a health resort tourism brand require the involvement of all participants of the supply side of the tourism market (brand creators). These activities aim at the brand structure (elements of a health resort tourism product) through marketing (mainly promotion) and quality enhancing activities. Clients (patients, tourists) both consume and verify a tourism brand. A health resort tourism brand distinguished through the marketing concept and supported by identification activities (identity and image) makes it easier to achieve specific economic and social goals of an area of tourism reception. Moreover, it creates possibilities of fulfilling tourists’ needs through high-quality services.

Keywords

• tourism market
• tourism brand
• health resort tourism