Zeszyt naukowy - całość - Wydział ZarzÄ dzania i Ekonomiki Usług

548Agnieszka Ulfik, Jarosław MarszałekMANAGEMENT OF TOURISM BRAND PRODUCT AS A TOOL FORDEVELOPMENT OF TOURISM MARKET DEMAND IN THE REGIONSummaryFrom year to year we can observed an increasing share of income from tourismactivities and about tourism in GDP. It is significant that the government, regional andlocal policies in tourism for many years focused on the effect of synergies that can begenerated if the proper use of the potential of the tourism industry. To do this the focusmust be on proper management of tourist brand product. This will lead to more attractivetourist regions in Poland for domestic and foreign tourists, through a modern, competitiveand high quality products and tourism services. Specialist tourism can significantlycontribute to the synergy effect, and may have favored the improvement of competitivenessof Polish tourism. Remembering that the offer and the quality of the productand services should be dynamically adapted to market needs, the article made effortsto assess the present state and possibilities of increasing tourism demand through actionsat regional and local levels.Translated by Agnieszka Ulfik