Bibliographic Details
| Title: |
DEVELOPMENT OF TOURISM BRAND OF UKRAINE. |
| Alternate Title: |
РОЗВИТОК ТУРИСТИЧНОГО БРЕНДУ УКРАÏНИ. (Ukrainian) |
| Authors: |
A., Mazaraki, Н., Mykhailichenko, S., Melnychenko, Т., Melnyk, О., Miroshmik |
| Source: |
Financial & Credit Activity: Problems of Theory & Practice; 2020, Vol. 3 Issue 34, p421-431, 11p |
| Subject Terms: |
TOURISM, DOMESTIC tourism, VACATIONS, BRANDING (Marketing), SOCIOECONOMIC factors |
| Geographic Terms: |
UKRAINE |
| Abstract: |
Managing the Tourism brand of Ukraine and positioning а national tourist product into the world markets is а sign of globalization processes that Ukraine is involved in. Branding of Tourism Destination is an important strategic resource of economic development of Ukraine. The purpose of this article was: positioning and the need to evaluate brand position and develop its infrastructure; choosing the right priorities in logo design and brand identity; establishment of position's dependence in world ratings (including tourist competitiveness) and elements of brand infrastructure; assessment of the contribution of the tourism sector in the formation of GNP. In the work demonstrated that the globalization of the tourist market determines not only the mega environment of industrial, economic, financial and administrative operations, but also the high level of competition to attract tourists. It was determined that а new quality and processes of tourism activities can bring to the formation of the national tourist brand, which is built on the symbolization of customer value of tourism resources and territory has а characteristic, respectively, on which the socio-economic and cultural influence of the tourist destination and its attractiveness to potential tourists and export development oriented model of tourism. Suggestions provided to improve the tourism brand of Ukraine and its positioning in the international market for the purpose of creation Tourist Friendly and Safety Destination; the essence of the national tourism brand is regarded as basic element for design, positioning, promotion and perception of national tourism products and the mechanism of growth of tourism in the destination; are given the basic principles of improving of the national tourist brand. The mentioned measures will strengthen Ukraine's positions in the world rankings, taking into account that, it will also strengthen its positions in the Travel & Tourism Competitiveness Index, as well as increase the investment attractiveness of our country, create а foundation for receiving both direct and multiplicative income from the realization of tourist services. [ABSTRACT FROM AUTHOR] |
|
Copyright of Financial & Credit Activity: Problems of Theory & Practice is the property of University of Banking of the National Bank of Ukraine and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.) |
| Database: |
Complementary Index |
