Open AccessBranding as an effective tool for the development of tourist territories of the Republic of Belarus
Author(s) -
E. M. Yelovaya
Publication year - 2021
Publication title -
vescì nacyânalʹnaj akadèmìì navuk belarusì. seryâ gumanìtarnyh navuk
Language(s) - English
Resource type - Journals
eISSN - 2524-2377
pISSN - 2524-2369
DOI - 10.29235/2524-2369-2021-66-2-235-246
Subject(s) - tourism , tourist destinations , destinations , personalization , value (mathematics) , business , marketing , economic geography , advertising , geography , regional science , computer science , archaeology , machine learning
Branding of territories is growing rapidly as an approach used in the tourism sector to promote a tourist destination. The concept of branding was borrowed from the world of the mass market and is actively used in a number of national tourist destinations, however, at this stage of its development, an academic analysis of the value and effectiveness of the use of branding of territories is still not fully carried out. First of all, the role of branding in regional tourist territories is not investigated, where brand personalization is extremely important given the geographical proximity of their location.