INSIGHTS AND PRACTICES FROM BRANDING IN DESTINATION MANAGEMENT

The article is focused on the topic of a destination branding. It explains the basic concepts and specifics in the Czech Republic, then there follow the findings from a previously conducted foreign scientific work through critical literature review and examples of successful branding from foreign countries. Branding in practice is shown with two different successful approaches. The concept of branding in destination management is a relatively new idea, that is gradually tested in practice in each destination. The importance of marketing and branding has increased with transport development, but still 10 main destinations are visited by 70 % of the visitors. The tourism is a major source of income in many countries in the world. The tourism formed nearly 3 % of GDP and employed 225 000 persons in the Czech Republic in 2014. The total internal tourism consumption in the Czech Republic amounted to 238 bln. CZK in 2014. The incoming tourism generated almost 61 % of the consumption (144 bln. CZK). The average daily expenditure of foreign visitors amounted to 4,880 CZK, while the Czech tourists spent only 1230 CZK. This statistics shows, how the tourism is important. The Czech Republic is not a typical touring country, but its benefits from tourism are considerable and the importance of tourism in other countries is even increased with higher tourist popularity.