Comparison of Destination Brand Management Systems: The Cases of the USA and Czechia

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dc.contributor.authorPoul, Martin
dc.contributor.authorTejklová, Kristýna
dc.contributor.editorKresa, Zdeněk
dc.date.accessioned2026-01-22T08:25:23Z
dc.date.available2026-01-22T08:25:23Z
dc.date.issued2025
dc.description.abstract-translatedDestination branding has become an essential tool for enhancing national competitiveness in a globalised environment. Tourism plays a central role, as it is one of the most visible aspects of a national brand and significantly shapes its international image. However, financing models for destination branding vary, influencing institutional frameworks, continuity, and the effectiveness of marketing activities. This paper compares two systems: Brand USA, responsible for the brand Visit The USA, and CzechTourism, which manages the brand #VisitCzechia. The paper aims to stimulate discussion on adopting international best practices to identify a suitable financing approach for the Czech context. The study is based on qualitative research using strategic documents and secondary literature. A descriptive analysis highlights differences in institutional arrangements and funding mechanisms. Brand USA operates as a public–private partnership, combining federal resources with private-sector contributions from the tourism industry. This model ensures stability, long-term continuity, and active business engagement. In contrast, the Czech system relies primarily on direct state budget allocations through the Ministry of Regional Development, making it vulnerable to political cycles, shifting priorities, and fiscal constraints. Findings suggest that while Brand USA has established strong institutional legitimacy and broad partnerships, the Czech model suffers from fragmentation, limited coordination, and insufficient private-sector involvement. These factors affect sustainability and the ability to deliver consistent international campaigns.en
dc.description.sponsorshipSVK1-2025-002 XB-CON, SGS-2024-031en
dc.format16 s.cs
dc.format.mimetypeapplication/pdf
dc.identifier.doihttps://doi.org/10.24132/ZCU.XB-CON.2025.133-148
dc.identifier.isbn978-80-261-1341-6 (print)
dc.identifier.isbn978-80-261-1342-3 (online)
dc.identifier.urihttp://hdl.handle.net/11025/64501
dc.language.isoenen
dc.publisherUniversity of West Bohemia in Pilsenen
dc.rights© University of West Bohemia in Pilsenen
dc.rights.accessopenAccessen
dc.subjectbranding destinacícs
dc.subjectorganizace pro správu destinacícs
dc.subjectpartnerství veřejného a soukromého sektorucs
dc.subjectudržitelné financovánícs
dc.subjectspráva cestovního ruchucs
dc.subject.translateddestination brandingen
dc.subject.translateddestination management organizationsen
dc.subject.translatedpublic-private partnershipen
dc.subject.translatedsustainable financingen
dc.subject.translatedtourism governanceen
dc.titleComparison of Destination Brand Management Systems: The Cases of the USA and Czechiaen
dc.typekonferenční příspěvekcs
dc.typeconferenceObjecten
dc.type.statusPeer revieweden
dc.type.versionpublishedVersionen
local.files.count2*
local.files.size5242720*
local.has.filesyes*

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