The tourist brand as an instrument of destination management in case of a crisis

The paper describes issues of brand management from marketing point of view and tourism product. Tourism product refers to both destination product and products of tourism enterprises. On the basis of theoretical considerations the concept of tourism brand has been developed. Regional administration is responsible for erection and support of tourism brand. Next basic crises phenomenon that determine tourist economy in regional context have been identified. Issues of relationships between brand and crises have been given particular attention. The main aim of the study is to depict the importance and usage of regional tourist brand. Brand usage should foster tourist demand and destination management. It is assumed that regions with well-developed tourist brand may react more actively to tourist crises. The issue should be considered in both long- and short term