Tourist branding as a tool for tourist destination management
Abstract
The article reveals the essence of tourist branding as a modern tool for managing tourist destinations. It is established that in an increasingly competitive environment in the world market of tourist services marketing means of promotion of tourist destinations allow influencing effectively the target audience, which resulted in an increase in the number of tourists and incomes from tourism. The paper examines the essence of tourist destinations, approaches to their definition provides examples of destinations in terms of the size of the territory. It is pointed out that it is the attractiveness factor that is decisive in the competition between them. It is pointed out that the attractiveness factor is the determining factor in the competition between them. Differences between the concepts of “brand of a tourist destination” and “brand of a territory” have been established.
It is proved that the implementation of targeted territorial branding technologies helps to increase the attractiveness of tourist destinations for consumers of tourist services, investors, and local residents, and it influences the development of various spheres of their life. The usage of branding technologies in the tourism industry is of great importance, since it enables identifying a destination among other similar entities, emphasizing its uniqueness. It is proved that a necessary condition for positioning a tourist destination in the world tourist arena is the formation and promotion of its specific attractive image. The given examples show the successful implementation of the concept of tourist branding of the destination. The objectives of the national tourist branding of Ukraine and the country's existing achievements in this direction have been defined.
It has been proposed the stages of destination tourism branding, including the identification of competitive advantages, their assessment from the consumer’s perspective, the formation of the idea and the concept of the destination branding, the definition of ways how to promote the brand, monitoring, and evaluation of the effectiveness of the tourist destination branding, elimination of shortcomings and rebranding.
Downloads
References
Anholt, S. (2007). Competitive Identity: The New Brand Management for Nations, Cities and Regions. 1-st edition. Palgrave Macmillan.
Anholt, S. (2009). Places: Identity, Image and Reputation. Palgrave Macmillan.
Blain, C., Stuart, E.L. & Ritchie J.R.B. (2005). Destination branding: Insights and practices from destination manage-ment organisations. Journal of Travel Research, 43/4, 328-338.
Bradley, A., Hall, T. & Harrison, M. (2002). Selling cities: Promoting new images for meeting tourism. Cities.19/1, 61-70.
Dinnie, K. (2004). Place branding: Overviews of emerging literature. Place Branding, 1, 106-110.
Hanna, S. & Rowley, J. (2008). An analysis of terminology use in place branding. Place Branding and Public Diploma-cy, 4, 61-75.
Kaefer, F. (2021). An Insider's Guide to Place Branding: Shaping the Identity and Reputation of Cities, Regions and Countries (Management for Professionals). Springer International Publishing.
Kavaratzis, M. (2004). From city marketing to city branding: Toward a theoretical framework for developing city brands. Place Branding, 1, 58-73.
Kavaratzis, M., Warnaby, G. & Ashworth, G. (2015). An Insider's Guide to Place Branding: Comprehensive Brand De-velopment for Cities and Regions. Springer International Publishing Switzerland.
Kerr, G. (2006). From destination brand to location brand. Journal of Brand Management, 4-5, 276-283.
Leiper, N. (1979). The framework of tourism. Annals of Tourism Research, 6, 390-407.
Ankholt, S. (2004). Brending: doroga k mirovomu rynku [Branding: the road to the world market]. Moscow: Kudits-Obraz [in Russian].
Ankholt, S. (2007). Sozdanie brenda strany [Creating a country brand]. Brand management, 1, 50-52 [in Russian].
Haivoronska, I.V. (2019). Brendynh destynatsii u protsesi vidtvorennya regionalnoho turproduktu [The Branding of Destination in the Process of Reproduction of a Regional Tourist Product]. Businessinform, 2, 121-132 [in Ukrainian].
Korzh, N.V. & Basyuk, D.I. (2017). Upravlinnya turystychnymy destynatsiyamy: pidruchnyk [Management of tourist destinations: a textbook]. Vinnytsya: P.E. TD Edelweiss and K. [in Ukrainian].
Kotler, F., Asplund, K., Raine, I. & Haider, D. (2005). Marketing mest. Privlechenie investitsiy, predpriyatiy, zhiteley i turistov v goroda, kommuny, regiony i strany Evropy [Place marketing. Attracting investments, enterprises, residents and tourists to cities, communes, regions and European countries]. SPb. Publisher: «Stockholm School of Economics» [in Russian].
Kucheriava, H. & Kozak, T. (2019). Rozvytok turyzmu u Velykiy Brytanii: osoblyvosti ta perspektyvy [The develop-ment of tourism in Great Britain: peculiarities and prospects]. Chasopys sotsialno-ekonomichnoi geografii – Human Geography Journal, 27, 70-80 [in Ukrainian].
Leonenko, N.A. (2019). Stratehichni zasady formuvannya derzhavnoho turystychnoho brendynhu v Ukraini [Strategic principles of formation of state tourism branding in Ukraine]. Mekhanizmy derzhavnoho upravlinnya – Mechanisms of public administration, 4 (23), 66-73 [in Ukrainian].
Muzychenko-Kozlovska, O.V. (2016). Metodyka otsinyuvannia turystychnoho brendynhu destynatsii [Methology of evaluation tourism branding of destinations]. Visnyk natsionalnoho universytetu «Lvivska politekhnika» – Bulletin of the National University «Lviv Polytechnic». Logistics, 846, 120-125 [in Ukrainian].
Nikolaychuk, O. (2020). Polityka turystychnoho brendynhu dlya prosuvannya natsionalnoho turystychnoho produktu: dosvid krain Tsentralno-Skhidnoi Evropy [Tourist branding policy for promoting national tourist products: Central East European coutries experience]. Halytskyi ekonomichnyi visnyk – Galician Economic Bulletin, 2 (63), 64-77 [in Ukrainian].
Olefirenko, O. & Karpishchenko, M. (2011). Problemy teorii i praktiki brendinga territoriy na primere kontseptsii formirovaniya brenda [Teoretical and practical problems of territorial branding at the example of Sumy region brend forming.]. Marketing and innovation management, 4 (II), 30-40 [in Russian].
Osypchuk, M. (2011). Brendynh yak instrument pidvyshchennya efektyvnosti funktsionuvannya turystychnoi des-tynatsii [Branding as a tool to increase the efficiency of a tourist destination]. Doslidzhennya mizhnarodnoi ekonomiky – International Economics Research, 2(67), 144-155 [in Ukrainian].
Polska turystychna orhanizatsiya [Polish tourist organization]. Retrieved from www.polscha.travel [in Ukrainian].
Svitovyi atlas danykh [World data atlas]. Retrieved from https://knoema.ru/atlas/Великобритания#Туризм [in Ukrainian].
Stratehiya rozvytku turyzmu ta kurortiv na period do 2026 roku [The strategy for the development of tourism and resorts for the period up to 2026]: Retrieved from https://zakon.rada.gov.ua/laws/show/168-2017-r#Text [in Ukrainian].
Tkachenko, T.I. (2009). Stalyi rozvytok turyzmu: teoriya, metodologiya, realii biznesu: monografiya [Sustainable de-velopment of tourism: theory, methodology, business realities: monograph]. K.: Kyiv National University of Trade and Economics [in Ukrainian].
Parfinenko, A. (2011). Turystychnyi imidzh regionu [Tourist image of the region]. Kharkiv: KhNU imeni V.N. Karazina [in Ukrainian].
Mazaraki, A., Tkachenko, T., & Melnychenko, S., et al. (2013). Turystski destynatsii (teoriya, upravlinnya, brendynh) [Tourist destinations (theory, management, branding)]. Mazaraki, A. (Ed.). K.: Kyiv. Nats. torh.-ekon. un-t [in Ukrainian].
Copyright (c) 2021 Hanna Kucheriava
This work is licensed under a Creative Commons Attribution 4.0 International License.
