Rola marki w turystyce wiejskiej

The paper presents characteristics of rural tourism and agritourism from the brand building point of view taking into consideration literature and authors interest in the topic. Growing popularity of rural tourism, including agritourism, and increase of competitiveness of all forms of tourism forces quality improvement of tourism services and induces to brand products creation. The paper aims at describing notion of rural tourism needs of brand making approach. On the other hand small scale and limitations of services provided by rural tourism (agricultural farms) leads to conclusion that the best solution for rural tourism is to create brand of place supported by destination image based on unique values of particular place. Such an approach requires involvement of many local actors including local authorities, NGOs and local community.