BRAND AS A FACTOR OF BUSINESS SUCCESS OF TOURIST ORGANIZATIONS
Abstract
In the modern market conditions brands are becoming significant factor of business success. The subject of this paper is the importance of the brands and the branding process of tourist organizations. The aim of this paper is to comprehend branding factors and the quality of marketing activities from the theoretical point of view, which is the basis for empirical research carried out on a sample of 96 service providing organizations. The collected data were processed by the applicative system SPSS using descriptive and comparative statistics; in this process we have used the Wilcoxon signed-rank test, the ANOVA test, the dual factor analysis of the variance, and the Spearman correlation coefficient. The paper confirms that the branding of services depends on many factors inside and outside the organization and that the quality of marketing activities significantly affects the service branding, which is a factor of business success of an organization.
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