Excerpt
Table of Contents
1. Introduction
2. Terms of Reference
3. Poland as a destination
3.1. Tourism to CEE and Poland in particular
3.2. Perception of Poland as a destination by Western Europeans pre-EURO 2012
3.3. Destination Branding Challenges for Poland
4. Creating a viable Destination Brand for Poland
4.1. The successful Destination Brand
4.2. Poland’s Ts in the creation of a creative destination reputation
4.2.1. Tradition
4.2.2. Testimonies
4.2.3. Channelling Tradition and Testimonies into Tone
5. Leveraging a Major Sporting Event in terms of Destination Branding
5.1. “Feel Invited”
5.2.1. Communicating “Poland-Feel Invited” during EURO 2012
5.2. “Come Back”
5.3. Future challenges in firmly establishing the “Feel Invited” brand
5.3.1. Lack of appeal to non-football supporters
5.3.2. Possible negative effects of EURO 2012 on country image
5.3.3. The risk of losing momentum
6. Conclusions & Recommendations
6.1. Conclusions
6.2. Recommendations
Bibliography
- Quote paper
- Charlotte Brodtkorb (Author), 2012, Destination Brand-Building and Major Sporting Events. The Case of Poland and the UEFA Euro 2012, Munich, GRIN Verlag, https://www.grin.com/document/448938
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