Visual Component of Destination Brands as a Tool for Communicating Sustainable Tourism Offers

Anna Adamus-Matuszyńska, Piotr Dzik, Jerzy Michnik and Grzegorz Polok
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Anna Adamus-Matuszyńska: Department of Market and Marketing Research, University of Economics in Katowice, 40-287 Katowice, Poland
Piotr Dzik: Faculty of Design, Academy of Fine Arts in Katowice, 40-074 Katowice, Poland
Jerzy Michnik: Department of Operations Research, University of Economics in Katowice, 40-287 Katowice, Poland
Grzegorz Polok: Department of Market and Marketing Research, University of Economics in Katowice, 40-287 Katowice, Poland

Sustainability, 2021, vol. 13, issue 2, 1-17

Abstract: The starting point of the presented research is the theory of destination marketing, in which the concept of destination branding is the key element. Destination branding models include the idea of visual brand identity, which includes the logo as a crucial element. Since the 1980s, the concept of sustainable development has shaped the society and global economy, including tourism. Tourists are increasingly guided by the analysis of the tourist area in terms of the importance of nature and the possibility of spending free time responsibly. They look for a sustainable tourist offer. Therefore, the aim of this work is to evaluate the tourist offers of Polish territorial units in terms of visual message—logo and its content, and to examine whether they comprise design components that reveal the sustainable development of the destination. The research method was content analysis of promotional signs. Sustainable development in tourism focuses on three pillars: nature, responsible tourist activity, and the historical remains protected in a sustainable way. The authors search for such images in the logos. In the conclusion, the authors summarize that elements of nature and historical heritage are strongly present in the logos, which does not mean that the tourist offer is a balanced offer.

Keywords: destination branding; sustainable tourism; visual identity (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2021
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

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