Tourist branding policy for promoting national tourist products: central east European countries experience

Nikolaichuk, Olha

doi:10.33108/galicianvisnyk_tntu2020.02.064

Galic'kij ekon. visn.

2020

DOI: 10.33108/galicianvisnyk_tntu2020.02.064

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Tourist branding policy for promoting national tourist products: central east European countries experience

Olha Nikolaichuk¹

Abstract: 1/3 of foreign guests are tourists from neighbouring countries. 3.5 days is the average length of stay of foreign guests. Factsheet 26.8 mil. overnight stays of foreign tourists to HUZ. 10.6 mil. arrivals of foreign tourists to HUZ.

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Tourist branding as a tool for tourist destination management

Kucheriava

2021

HGJournal

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The article reveals the essence of tourist branding as a modern tool for managing tourist destinations. It is established that in an increasingly competitive environment in the world market of tourist services marketing means of promotion of tourist destinations allow influencing effectively the target audience, which resulted in an increase in the number of tourists and incomes from tourism. The paper examines the essence of tourist destinations, approaches to their definition provides examples of destinations in terms of the size of the territory. It is pointed out that it is the attractiveness factor that is decisive in the competition between them. It is pointed out that the attractiveness factor is the determining factor in the competition between them. Differences between the concepts of “brand of a tourist destination” and “brand of a territory” have been established. It is proved that the implementation of targeted territorial branding technologies helps to increase the attractiveness of tourist destinations for consumers of tourist services, investors, and local residents, and it influences the development of various spheres of their life. The usage of branding technologies in the tourism industry is of great importance, since it enables identifying a destination among other similar entities, emphasizing its uniqueness. It is proved that a necessary condition for positioning a tourist destination in the world tourist arena is the formation and promotion of its specific attractive image. The given examples show the successful implementation of the concept of tourist branding of the destination. The objectives of the national tourist branding of Ukraine and the country's existing achievements in this direction have been defined. It has been proposed the stages of destination tourism branding, including the identification of competitive advantages, their assessment from the consumer’s perspective, the formation of the idea and the concept of the destination branding, the definition of ways how to promote the brand, monitoring, and evaluation of the effectiveness of the tourist destination branding, elimination of shortcomings and rebranding.

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Tourist branding as a tool for tourist destination management

Kucheriava

2021

HGJournal

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Tourism Territorial Branding in the Conditions of the Covid-19 Pandemic (On the Example of Ukraine and Poland)

Karyy

Balyk

Кара

2021

BJES

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In conditions of the deep crisis caused by the COVID-19 pandemic, there is an urgent need to find effective ways to reboot the tourism industry. Territorial branding as a tourism marketing tool is one of such ways. Therefore, the purpose of this article is to compare the features of tourism branding in Ukraine and Poland, taking into account the impact of the COVID-19 pandemic on the tourism industry and consumer behavior. The study is grounded on the use of general and specific methods based on a systematic approach to the study of tourism branding opportunities in Ukraine and Poland before and during the COVID-19 pandemic: analysis and synthesis – used to compare the competitiveness of tourism, brand, development status and trends in the tourism industry of countries; deduction and induction – used to describe the impact of the COVID-19 pandemic on tourism development and outline the problems of competitiveness of countries' tourism; abstraction and generalization – used to provide recommendations on how to improve countries' tourism branding. The article revealed that tourism plays a significant role in the economy of Ukraine and Poland and is closely linked with other industries. A comparison of the weaknesses and strengths of the countries’ tourism competitiveness made it possible to identify basic components that need to be improved. It was found that Ukraine and Poland are in constant search of optimal tourist brands. The authors investigated the specifics and retrospective development of tourist brands by government bodies in both countries. The concept of the latest versions of the tourist brand is to show Ukraine as an open, modern country where all the most interesting things are happening right now (Ukraine NOW), and Poland as a country that can expand the imagination of visitors (Poland. Move your imagination). Based on a comparison of various international rankings levels of tourist brands of these countries, it was found that Poland has a much better performance than Ukraine. In addition, the authors thoroughly investigated the effects of the COVID-19 pandemic on tourism development in both countries and changes in tourism consumer behavior. The article offers recommendations for improving the tourism brands of countries, taking into account the new epidemiological conditions.

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Туристичний Брендинг В Умовах Економіки Вражень

Хитра¹

2022

Економіка та суспільство

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У статті обґрунтована важливість удосконалення туристичного брендингу в умовах глобалізації туристичної індустрії, посилення конкуренції на туристичних ринках та актуалізації потреби споживачів у яскравих туристичних враженнях. Охарактеризована специфіка відтворення переваг від застосування туристичного бренду за логічним ланцюжком “ефективна бренд-комунікація – кількість туристичних прибуттів – стійкий розвиток території – міжнародна конкурентоспроможність країни”. Важливим критерієм ефективності туристичного брендингу в умовах економіки вражень запропоновано вважати синергізм туристичного попиту і туристичної пропозиції, що визначається як когерентна погодженість, з одного боку, атрактивності туристичного продукту, що пропонується потенційним споживачам під певною торговою маркою, а з іншого боку – мотивів, інтересів, потреб та конкретних запитів рекреантів, що дозволяє їм сприйняти надану пропозицію як імпульс до подорожі у певну місцевість, що означатиме автоматичну відмову від альтернативних пропозицій у даний момент часу.

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Tourist branding policy for promoting national tourist products: central east European countries experience

Abstract: 1/3 of foreign guests are tourists from neighbouring countries. 3.5 days is the average length of stay of foreign guests. Factsheet 26.8 mil. overnight stays of foreign tourists to HUZ. 10.6 mil. arrivals of foreign tourists to HUZ.

Cited by 3 publications

References 3 publications

Tourist branding as a tool for tourist destination management

Tourist branding as a tool for tourist destination management

Tourism Territorial Branding in the Conditions of the Covid-19 Pandemic (On the Example of Ukraine and Poland)

Туристичний Брендинг В Умовах Економіки Вражень

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