Abstract:
There are a multitude of factors influencing the consumer’s decision to buy when planning a holiday destination, factors which depend on many aspects, from the available budget, personal preferences and the preference of those accompanying the customer to the distance from home or even the fear or certain means of transport. Currently, given that society is oriented towards consumption and the diversification of consumer goods, the “image” factor tends to become increasingly important and, according to new tendencies, even to dictate the buyer’ final decision. The aim of this paper is to focus on brands that may come into discussion when planning a holiday and the directions that the role of these brands takes in choosing the holiday destination. The results of the research capture, on the one hand, the importance of the brand as a stimulus for triggering the preference for a particular destination, as well as the necessary measures for accomplishing it, to the benefit of companies and countries, but especially to the benefit of the consumer.
