Branding a Tourist Destination in the Region’s Development

International Journal of Advanced Research in Engineering and Technology (IJARET), 11(4), 2020, pp. 312-323.

12 Pages Posted: 8 Jun 2020

See all articles by Bohdan Danylyshyn

Bohdan Danylyshyn

Department of Regional Studies and Tourism, Kyiv National Economic University named after Vadym Hetman, Kyiv, Ukraine

Svitlana Bondarenko

Department of Economic Management of Natural Resources, Institute of Market Problems and Economic-Ecological Research of the NAS of Ukraine, Odessa, Ukraine

Viktoriia Niziaieva

Department of Regulatory Policy Problems and Entrepreneurship Development, Institute of Industrial Economics of NAS of Ukraine, Kyiv, Ukraine

Kateryna Veres

Department of Tourism and Hotel Business, National University of Food Technologies, Kyiv, Ukraine

Nataliia Rekun

Department of Tourism, National University of Ukraine on Physical Education and Sport, Kyiv, Ukraine

Liliia Kovalenko

Department of Hotel and Restaurant Business, Odessa National Academy of Food Technologies, Odessa, Ukraine

Date Written: May 13, 2020

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

Suggested Citation

Danylyshyn, Bohdan and Bondarenko, Svitlana and Niziaieva, Viktoriia and Veres, Kateryna and Rekun, Nataliia and Kovalenko, Liliia, Branding a Tourist Destination in the Region’s Development (May 13, 2020). International Journal of Advanced Research in Engineering and Technology (IJARET), 11(4), 2020, pp. 312-323., Available at SSRN: https://ssrn.com/abstract=3599748

Bohdan Danylyshyn (Contact Author)

Department of Regional Studies and Tourism, Kyiv National Economic University named after Vadym Hetman, Kyiv, Ukraine ( email )

pr.Peremogy 54
Kyiv, 03057
Ukraine

Svitlana Bondarenko

Department of Economic Management of Natural Resources, Institute of Market Problems and Economic-Ecological Research of the NAS of Ukraine, Odessa, Ukraine ( email )

odessa
Ukraine

Viktoriia Niziaieva

Department of Regulatory Policy Problems and Entrepreneurship Development, Institute of Industrial Economics of NAS of Ukraine, Kyiv, Ukraine ( email )

Kyiv
Ukraine

Kateryna Veres

Department of Tourism and Hotel Business, National University of Food Technologies, Kyiv, Ukraine ( email )

Volodymyrska St, 68
Kyiv
Ukraine

Nataliia Rekun

Department of Tourism, National University of Ukraine on Physical Education and Sport, Kyiv, Ukraine ( email )

Kyiv
Ukraine

Liliia Kovalenko

Department of Hotel and Restaurant Business, Odessa National Academy of Food Technologies, Odessa, Ukraine ( email )

Kanatna St, 112
Odesa, 65000
Ukraine

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