Branding a Tourist Destination in the Region’s Development

Abstract

The article deals with the main aspects of the implementation of tourism destination branding for the development of the region. It is revealed that in order to apply marketing and management tools to a tourist destination, it should be defined as a geographical area that is considered by visitors as a whole, with a certain political and legal status. It is established that the strategic priorities for the development of tourist destinations are: creation, improvement and support of the tourist product; development of destination space; infrastructure development; promotion; enhancement of human resources capacity and activation of entrepreneurship; institutionalization of the tourism sector. The article discusses the project approach to the formation and promotion of a tourist destination on the example of the Ways of Wine and Taste of Ukrainian Bessarabia project. It is argued that the use of external communications and collaboration with all stakeholders will ensure the commercial viability of such a branding model that contributes to the value creation of all participants.

Keywords: Brand, Branding, Tourist Destination, Tourist Product