GOVERNMENT MARKETING OF POSITIONING OF ATTRACTIVENESS OF INTANGIBLE CULTURAL HERITAGE OF UKRAINE BY MEANS OF TOURISM
Journal Title: «Вчені записки Таврійського національного університету імені В. І. Вернадського. Серія: Державне управління» - Year 2018, Vol 29, Issue 2
Abstract
The article deals with the scientific exploration of the detection of tourist attraction of elements of the intangible cultural heritage (hereinafter – ICH), which are included in the National List. The emphasis is placed on the role of public marketing as a mechanism for identifying the demand for attractiveness of ICH resources for potential tourists in the region and for representatives of the local community, where the element exists. The marketing means of their promotion are outlined: advertising, public relations, exhibitions, fairs, souvenir and territorial branding. The coverage of information on the existence of local programs for the preservation and development of ICH elements on the websites of public authorities and local self-government bodies has been monitored. A critically low level of public disclosure of official documents was revealed. It is suggested to create a section “ICH of the region”, which will include systematic subheadings about the element and marketing means of its promotion.
Authors and Affiliations
А. М. Гаврилюк
Keywords
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- EP ID EP570649
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