Scientific Bulletin of the Odessa National Economic University 2015, 2, 5-14
Open Access Article
Basiuk Olga
candidate of economic sciences, PhD, assistant professor of department of economic and management of tourism, Odessa National Economic University, E-mail:basikao@ukr.net
Basiuk O. (2015), Problem of tourist territory branding. Ed.: М.D. Baldzhy (ed.-in-ch.) and others [Systema pensiinoho zabezpechennia Ukrainy ta yevrointehratsiini protsesy; za red.: М. D. Baldzhy (gol. red.)], Scientific Bulletin of the Odessa National Economic University (ISSN 2313-4569), Odessa National Economics University, Odessa, No. 2(222), pp. 5–14.
The article deals with the problem of complex branding of tourist territory in an increasingly competitive environment. The essence, components and stages of branding of tourist territory as a process have been determined. The measures to improve the efficiency of use of the tourist potential of the regions have been proposed. The main effects of territory branding in the socio-economic sphere of functioning of the region have been analyzed. It has been proved that the leading type of effectiveness of territory branding is sociocultural efficiency, among the components of which are the most important indicators of the quality and cost of living, as well as indicators of cultural, historical and recreational potential of tourism in the region. The options for the development of tourist attractiveness and competitiveness of the region have been discovered. The basic principles and provisions of the development of the brand concept of tourist territory have been formed. A program of regional branding has been offered, the main aim of which is to improve the tourism attractiveness.
brand, branding, marketing, effect, territory, tourist destination.
JEL classification: L83
UD classification: 339.1:332.1