{"id":18483,"date":"2023-07-28T13:02:10","date_gmt":"2023-07-28T10:02:10","guid":{"rendered":"https:\/\/modecon.mnau.edu.ua\/?p=18483"},"modified":"2023-07-28T13:02:10","modified_gmt":"2023-07-28T10:02:10","slug":"development-of-a-regional-tourism","status":"publish","type":"post","link":"https:\/\/modecon.mnau.edu.ua\/en\/development-of-a-regional-tourism\/","title":{"rendered":"Albeshchenko O. Development of a regional tourism brand on the example of the Nikolaev city territorial community"},"content":{"rendered":"

[vc_row][vc_column][vc_column_text]<\/p>\n\n\n\n
JEL Classification<\/strong>: R58; M30
\n<\/span><\/td>\n		DOI<\/b>: https:\/\/doi.org\/10.31521\/modecon.V39(2023)-01<\/a><\/span><\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n

[\/vc_column_text][vc_column_text]Albeshchenko Oleksii, <\/strong>PhD in Economics, Mykolayiv National Agrarian University, Mykolayiv, Ukraine<\/p>\n

ORCID ID:<\/strong> 0000-0002-9920-7049<\/a>
\ne-mail: <\/strong>aalbeschenko@gmail.com<\/a><\/p>\n

 <\/p>\n

Development of a Regional Tourism Brand on the Example of the Nikolaev City Territorial Community<\/strong><\/h2>\n

\u00a0\u00a0<\/strong><\/p>\n

Abstract. Introduction<\/strong>. As the business market develops, the presence or absence of a \u201cbrand\u201d in the customer’s environment becomes an important factor in creating customer preferences. A trademark implies the use of a certain philosophy of the implementation of this “brand” using a set of marketing communications that direct information to the target group of consumers in accordance with their expectations. The brand symbolizes the stability of the characteristics and properties of the tourist service, the level of customer service. A brand is an obligation of a tourist enterprise to provide the consumer with a tourist product or service that corresponds to a certain set of properties and benefits.<\/p>\n

Purpose<\/strong>. City branding is a new area of activity. Therefore, some regions faced a number of problems in choosing the most effective tools for branding. The case of the city of Mykolayiv, which successfully created a brand to attract tourists, given in the article, confirms the importance of considering various symbols and elements for the final formation of a brand of the city and achieving success in popularizing the territory.<\/p>\n

Results.<\/strong> To ensure the sustainable development of the city, it is important to create its brand based on the application of a strategic approach. By creating a suitable strategy, branding of the city is carried out to improve its attractiveness for tourists. Considering the ability to make the area more appealing to tourists, its implementation can be a key component of efficient techniques of territorial management for their development.<\/p>\n

Conclusions<\/strong>. The presence of a positive brand will allow to attract external and activate internal resources, improve the quality of life, form an attractive image of the territory and ultimately increase the city’s competitiveness, including in the tourism industry.<\/p>\n

Keywords:<\/strong> brand; branding; city brand; tourist destination; logo.<\/p>\n

References:<\/strong><\/p>\n

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  1. Branding and marketing of territories. What is the secret of the most successful cities in Ukraine?\u00a0 Retrieved from:\u00a0 http:\/\/pleddg.org.ua\/wp-content\/uploads\/2019\/09\/Case_Study_PLEDDG_Regional_BrandingMarketing_2019.pdf [in Ukrainian].<\/li>\n
  2. Aacker, D. (1996). Building Strong Brands. N.y. : the Free Press [in English].<\/li>\n
  3. Polishchuk, V. L. (2013). Formation of the image of the region as an innovative tourist destination. Bulletin of the University of Banking of the National Bank of Ukraine.<\/em> 1 (16) [in Ukrainian].<\/li>\n
  4. Obolentseva, L.V., Aleksandrova, S. A., & Petrenko, K. O. (2016). Problems and prospects of forming the tourist image of Ukraine as an important component of the development of tourism and the economy of the state. International Scientific Journal<\/em>. 1[in Ukrainian].<\/li>\n
  5. Bespala, O. A. (2017). The current state, problems and prospects for the development of the tourist market in Ukraine. Economy<\/em> : realities of time<\/em>. 6(34) [in Ukrainian].<\/li>\n
  6. Working Group on Destination Management. World Tourism Organisation URL: http:\/\/www.world-tourism.org [in English].<\/li>\n
  7. Goeldner, C.R., Ritchie, J.R.B., & MacIntosh, R.W. (2000). Tourism: Principles, Practices, and Philosophies, 8th ed. John Wiley & Sons, Inc., New York. 653 [in English].<\/li>\n
  8. Berdychiv is the city of Honore de Balzac’s last love. Retrieved from : https:\/\/www.radiosvoboda.org\/a\/24672219.html [in Ukrainian].<\/li>\n
  9. City Branding (Place Branding) | Meaning, Stages & Examples. Retrieved from: https:\/\/planningtank.com\/city-insight\/city-place-branding (Accessed 25.04.2023).<\/li>\n
  10. Kendiukhov, O. V., & Yahelska, K. Y. (2010). Public relations in corporate branding: mechanism for management and assessment methodology. Donetsk : Donetskyi natsionalnyi tekhnichnyi universytet. 225 [in Ukrainian].<\/li>\n
  11. Mamleeva, l. & Pertsiia, V. (2006). Anatomy of a brand.\u00a0 Brandaid. 217 [in Ukrainian].<\/li>\n
  12. Smirnova, T. A., & Pryvarnikova, I. Yu. (2015). Formation of the city brand as an innovative way of increasing its attractiveness for tourism. Bulletin of Dnipropetrovsk University. Innovation Management<\/em> series. 5. 93-100 [in Ukrainian].<\/li>\n
  13. Mykolaiv. Press release based on the results of the first brand session. Retrieved from :\u00a0 http:\/\/wikicitynomica.org\/gorod\/nikolaev-press-reliz-po-itogam-pervoy-brend-sessii.html [in Ukrainian].<\/li>\n
  14. An open platform against a mezhdusoboychik. Hubernskyy tyzhden. Retrieved from: http:\/\/www.gweek.com.ua\/2013\/07\/blog-post_11.html \u00a0[in Ukrainian].<\/li>\n
  15. Mykolaiv is a city on the wave: deputies approved the tourist logo. Mykolaiv city council. Official portal. Retrieved from : URL:https:\/\/mkrada.gov.ua\/news\/13698.html [in Ukrainian].<\/li>\n
  16. Tourist brand of Mykolaiv. Retrieved from : https:\/\/mriydiy.com.ua\/brend [in Ukrainian].<\/li>\n<\/ol>\n

    [\/vc_column_text][\/vc_column][\/vc_row][vc_row][vc_column][vc_column_text]Received:<\/strong> 06 June 2023<\/p>\n

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    Albeshchenko O. (2023). Development of a regional tourism brand on the example of the Nikolaev city territorial community.. Modern Economics, 39(2023), 6-10. DOI: https:\/\/doi.org\/10.31521\/modecon.V39(2023)-01.<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n
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    [vc_row][vc_column][vc_column_text] JEL Classification: R58; M30 DOI: https:\/\/doi.org\/10.31521\/modecon.V39(2023)-01 [\/vc_column_text][vc_column_text]Albeshchenko Oleksii, PhD in Economics, Mykolayiv National Agrarian University, Mykolayiv, Ukraine ORCID ID: 0000-0002-9920-7049 e-mail: aalbeschenko@gmail.com   Development of a Regional Tourism Brand on the Example of the Nikolaev City Territorial Community \u00a0\u00a0 Abstract. Introduction. As the business market develops, the presence or absence of a \u201cbrand\u201d in
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