Wyniki wyszukiwania - BazTech

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'Just like the good old days’. The rationale for leveraging nostalgia in marketing tourist destinations

Daszkiewicz Magdalena

Zeszyty Naukowe. Organizacja i Zarządzanie / Politechnika Śląska

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2024

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z. 192

163--178

EN

Purpose: The paper aims to identify the premises and feasibility of using nostalgia in marketing tourist destinations. Design/methodology/approach: The study was conducted using a literature review supported by bibliographic analysis and desk research involving available online reports and publications on nostalgic travel trends, nostalgic travel behaviour and nostalgic marketing activities applied in the context of tourist destinations. Findings: Considerations based on a scientific research review justify using nostalgia references in a destination marketing context. The rationale for using nostalgia in marketing tourist destinations stems primarily from its identified impact on tourist behaviours and the rise of nostalgic trends. The paper determines the feasibility of leveraging nostalgia in tourism destination marketing by identifying possibilities and specific application areas. Practical implications: The paper indicates the directions for appealing to various nostalgic motivations and triggers. It also identifies the areas of application and multiple possibilities associated with using nostalgia in the marketing of tourist destinations. Originality/value: The review of previous studies demonstrates a frequent focus on research areas referring to selected segments, types of tourism or specific destinations. This paper's value comes from a broad view of the issues related to leveraging nostalgia for tourist destinations and the incorporation of various aspects of application areas.

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Inclusive cities. Diversity and inclusion in city marketing

Daszkiewicz Magdalena

Zeszyty Naukowe. Organizacja i Zarządzanie / Politechnika Śląska

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2023

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z. 173

93--112

EN

Purpose: The article aims to examine how cities incorporate diversity and inclusion into their policies and marketing practices. Design/methodology/approach: The research was carried out using a case study with an exploratory qualitative approach. The case study was conducted involving two European cities, Barcelona and Wroclaw. The content analysis of official documents and publicised materials was the basis for describing each city's inclusive strategic policies and marketing initiatives. Considerations based on the literature review and case study led to the conclusions about the strategic role of diversity and inclusion context in city marketing and the use of inclusive marketing in cities’ practices. Findings: By supporting diversity and inclusion, inclusive marketing contributes to developing inclusive cities by creating a climate of equal opportunity and stimulating stakeholder engagement. Marketing cities through diversity and inclusion also strengthens internal and external city image. Practical implications: The article's considerations highlight the essential role of diversity and inclusivity in marketing cities. Demonstrating the value, possibilities, and ways to implement inclusive marketing can contribute to its broader and more strategic use in the practice of cities. Originality/value: Despite growing challenges, inclusive marketing in a territorial context has so far been an understudied area. The article launches the scientific discussion on diversity and inclusion in city marketing, forming the basis for further exploration and developing model solutions.

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Development of a brand idea as the basis for region branding. A case study of the Jizera Mountains and the Foreland region

Daszkiewicz Magdalena, Wołosecka Aleksandra

Zeszyty Naukowe. Organizacja i Zarządzanie / Politechnika Śląska

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2019

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z. 139

107--121

EN

Region branding is a highly complex activity, which suggests the necessity to search for strategic solutions that enable the integration of brand communication in a broadly defined environment. The purpose of the paper is to indicate the possibilities of creating a region brand by developing a consistent brand idea. The paper combines theoretical discussion with the case study of the Jizera Mountains and the Foreland region. We describe the concept and challenges of region branding and present a brand idea as the basis for the integration of branding activities. For the case study, we made a diagnosis of region potentials, supported by a review of regional communication activities. In the process of gathering information, we used the content analysis of informational and promotional materials of the region, and the results of qualitative and qualitative research commissioned by the Jizera Partnership Association. We used the mind-mapping method, which enabled the identification of key issues integrating various potentials and defining propositions of a brand idea.