Use of branding elements in the promotion the city of Odessa as a tourist destination

Niecheva Nataliia
Candidate of Economic Sciences, Senior Lecturer of the Department of Tourism, Hotel and Restaurant Business, Odessa National Economic University, Odesa, Ukraine, e-mail: Nata_1989-08@mail.ru

Shykina Olga
Candidate of Economic Sciences, Associate Professor, Department of Tourism, Hotel and Restaurant Business, Odessa National Economic University, Odesa, Ukraine, e-mail: katzchen.gusyeva@gmail.com

Iaromenko Sergii
Candidate of Geographical Sciences, Associate Professor, Department of Tourism, Hotel and Restaurant Business, Odessa National Economic University, Odesa, Ukraine, e-mail: syaromenko@gmail.com

Cite this article:

Niecheva N., Shykina O., Iaromenko S. Use of branding elements in the promotion the city of Odessa as a tourist destination. Scientific Bulletin of the Odessa National Economic University. 2021. № 3-4 (280-281). pp. 100-107.

Abstract

The purpose of the article is to analyze the modern use of branding elements in the promotion of Odessa as a tourist destination. Challenges of recent years, such as the financial crisis, the unstable political situation, the Covid-19 pandemic make the importance of the tourist brand of the city of Odesa very relevant. In addition to the above, the Odesa region faces strong competition in the domestic tourism market; availability of a large alternative offer of recreation in other regions of the country; a more loyal approach to pricing policy; the need to identify innovative components of the tourist product to increase tourist attractiveness. It is investigated that the value of a tourist brand for Odessa lies in: realization of consumer emotional and functional expectations from consumption of tourist products; ensuring differentiation of multicore tourist resources and consumer characteristics of tourist products; performing the function of the so-called Business Map to increase the tourist attractiveness of the city; integration of tourist attractiveness of Odessa, as it summarizes the institutional-organizational, innovative-technological and cultural-mental foundations of the development of tourist resources of the territory regarding their compliance with consumer expectations; the determining influence of the value of a tourist brand on the socio-economic value of a tourist product, that is, a tourist brand represents the symbolic value of tourist products. So, the tourist brand of Odessa can be used as a tool to increase tourist attractiveness based on strengthening emotional perception and attachment. Since the tourist brand is only part of the policy of propaganda of the tourism industry of Odessa, to achieve its goal, which is to increase the image of the territory and increase the number of tourist arrivals, it is necessary to use an innovative approach and introduce modern marketing means of promotion, that is, to develop and implement a strategic plan for tourist branding of the city. As part of the marketing strategy, it was proposed to position Odesa as a place where a person (tourist) can comfortably generate ideas, think, create, find non-standard solutions. This is reflected in brand concepts.

Keywords

consumer price index, multiple regression equation, inflation rate.

JEL classification: : L830, M310

УДК: 338.48

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