Open AccessTERRITORY BRANDING AS A TOOL OF A TOURIST-RECREATIONAL COMPLEX
Author(s) -
Олена Сущенко,
Катерина Касенкова
Publication year - 2019
Publication title -
ekonomìčnì ìnnovacìïï
Language(s) - English
Resource type - Journals
eISSN - 2616-5430
pISSN - 2524-003X
DOI - 10.31520/ei.2019.21.2(71).139-149
Subject(s) - tourism , recreation , marketing , product (mathematics) , destinations , business , promotion (chess) , competition (biology) , loyalty , corporate branding , advertising , perception , place branding , competitive advantage , brand management , geography , political science , psychology , law , ecology , geometry , mathematics , neuroscience , politics , biology , archaeology
Topicality. The actuality of problem of necessity of territory branding as a tool to improve the touristic-recreational complex development has been substantiated. Today competition is experienced not only among products and enterprises but also among countries and destinations. When considered from this respect, destinations expecting to take advantage in the competition need to determine their features that would help them become brands and benefit from these features. It is almost impossible for a country to create a consistent perception as each of the touristic-recreational complexes constituting that country has different outstanding features.Aim and tasks. The aim of the article is analysis of an influence of a touristic-recreational complex brand on increasing of tourists loyalty and tourists flow to a destination was performed. The key idea behind this research is to assess the perception of own positioning at the world tourism market by the representatives of tourism business as applied to the perception of potential consumers.Research results. The issues of forming, promotion and positioning of a territory brand were studied. The interpretation of a territorial brand based on the use of the brand architecture concept was provided. The main stages of the branded tourist product forming process were proposed. It was determined that consistent and competent territorial branding is a management tool that can effectively solve problems of increasing the competitiveness and sustainability of the development of touristic-recreational complex. The modern branding models of a tourist destination were analyzed. The interrelation of the main definitions of the destination brand was shown.Conclusion. It was determined that under current conditions the factors of non-price competition of regions act as tools of technological competition. It was shown that the brand of the destination can set a vector of his development. It was revealed, that an assembled brand with a help of stakeholders leads to a cultural and trading connections extension of the regions. The parameters by which the residents of developed and developing countries evaluate a touristic-recreational complex were defined. The basic principles, according to which the touristic-recreational complex branding concept creation should take place, were formulated.