Branding concept of a touristic region
Journal Title: Регіональна Економіка - Year 2018, Vol 87, Issue 1
Abstract
In this paper branding concept of a touristic region is suggested with the purpose of improving its investing and touristic attractiveness, enhancing the quality of people’s lives, creating positive image of the region and increasing its competitiveness. Practical implementation principles of this concept are also presented. It is proved that brand as a tool of individualization and differentiation of products or services is the strongest information signal, which a seller can send to a consumer in conditions of imperfect information on the market. The notion “brand” may refer not only to companies and their products. Considering branding of a touristic region, it should be mentioned that value based economy model, as the model of territorial development, is particularly relevant for such areas which do not have significant raw materials. Brand is a resource which can potentially work forever. Effective brand of a touristic region, which is engaged in business performance, can provide income that will exceed the cost of raw materials. Brand formation is the activity based on deep market knowledge. The “pyramid” of touristic regional brand is developed, and practical implementation algorithm of the project is suggested, which is based on the conceptual brand management model. Target groups of the project are supposed to be touristic management, representatives of local authorities, rural and urban communities, touristic industry enterprises and touristic and recreational complexes, national crafts producers, objects of industrial tourism, etc. Final beneficiaries of the project are supposed to be local communities, regional and local administrations and their associations which are responsible for tourism development, public structures whose purpose is to maintain sustainable tourism development in the region, associations and organizations of small business or entrepreneurs in touristic sector. Positive experience of the program can also be extended to other regions which do not belong to the program area. The algorithm for practical implementation of the project is based on the conceptual brand management model and includes: 1) regional brand identity development; 2) creation of brand attributes of the region; 3) development and implementation of marketing programs which allow to create a brand (considering the components of marketing mix: specific measures concerning products/services, prices, places and communications); 4) involvement of secondary associations / tools which are necessary to reinforce and strengthen the main marketing programs; 5) branding strategy development; 6) effectiveness estimation of regional brand; 7) creation of the project’s website; 8) development of the portal with touristic information; 9) public hearings; 10) seminars; 11) international conference concerning results of the project; 12) preparation and publication of project results, in particular, articles, books, textbooks, monographs, other scientific papers etc. Expected results of the project should be: 1) creation of positive regional image; 2) public information about the uniqueness of the area; 3) increase of regional competitiveness in order to gain foreign markets, to attract investors, tourists, new residents and qualified migrants; 4) overcoming the shortage of tangible and intangible resources of the area; 5) activation of tourism development; 6) informational and analytical published materials, public hearings, seminars, conferences; 7) project website and portal with useful information for tourists. <br>Based on benchmarking researches of leading companies, current challenges are analyzed which are relevant for any company, market or region. Certain initiatives concerning the next steps and fundamental principles of new marketing and branding strategies are suggested, which are relevant for a touristic region as well.
Authors and Affiliations
Oksana Ya. Malynka
Keywords
Related Articles
- EP ID EP545935
- DOI -
- Views 128
- Downloads 0
Institutional trap of cross-border divergence: the causes of formation and ways of elimination
The problems of transboundary cooperation development between Ukraine and the EU are addressed. Priority focuses are placed on the disproportionate development of the neighbouring border territories on different sides of...
Information support system of supervisory authorities as a tool to enhance public financial control in Ukraine
The article analyzes the main problems of new technologies in the system of financial control, information support and cooperation of state control. The successful state financial control should collect and analyze vast...
Methodological approaches to calculation of targeted monetary compensation on the basis of establishment of the transportation norms for citizens of privileged categories
Theoretical and practical recommendations over maintenance of passenger traffic socio-economic efficiency by means of transport privileges monetization are substantiated; the analysis of the active mechanism of compensat...
Scientific and methodical bases for estimation of the environment of migrant-active population’s socio-economic security
The scientific search for optimal methods to be used for evaluation of the environment of migrant-active population’s socio-economic security is essential because of the lack of specific materials and experience in terms...
The effectiveness of regulation mechanism of migration: theoretical and methodological foundations of assessment
The relevance of the theoretical and methodological foundations of assessment of the effectiveness of regulation mechanism of migration was justified in the article. The main global migration processes trends, which conf...