Туристичний брендинг: сутність, складові та переваги

Abstract

З’ясовано сутність понять “бренд”; визначено поняття “бренд міста” та “бренд країни”. Охарактеризовано сутність термінів “брендинг” та “брендинг країни”. Визначено перeдумови розвитку брендингу країни. Визначено особливоств національного брендингу країни. Перераховано цілі створення, параметри формування та оцінювання бренду місту та країни. Розглянуто та пояснено найважливіші складові процесу формування та оцінювання бренду країни. Визначено критерії формування стратегії брендингу. Запропоновано нове визначення поняття “туристичний брендинг”. Пояснюється сутність цієї категорії. Сформульовано переваги туристичного брендингу. Визначено цілі та інструменти, які можна використовувати у туризмі. Наведено визначення поняття стратегічне управління іміджем. Визначено перелік чинників, які впливають на формування іміджу. Наведено перелік візуальних іміджевих стратегій. Визначено місце бренду у формуванні іміджу туристичної території. Запропоновано заходи територіального маркетингу, які доцільно використати у туристичному брендингу. In the article formulates goals and the need to formulate tourism brand city or country. The essence of concepts “brand”; the essence of the concept of “city brand” and “brand ones”. Characterizes the essence of the term “branding” and “branding the country”. Preconditions of branding the country. The features of the national branding of the country. Listed goal of a tourism branding, namely, creating an attractive image of the country; promotion of culture and history features, national mentality etc. country or city where tourism products manufactured or services rendered; creation and consolidation in the mind of the tourist image of the goods or services of the country or city where they are made to maintain the planned sales; increase in profits as a result of the dissemination of information about the unique quality of tourism products and services, which are implemented with the help of an attractive image of their place of manufacture or provision. The parameters of the formation and evaluation of brand and country, including: tourism (attractiveness of the image of the country); people (as potential managers and people as potential friends - social capital of the country); culture and heritage (state symbols and willingness to consume culture of the country, sports); export (country of export and how information about products affect its purchasing power value brands of the country); control (state domestic policy); investment and immigration (the desire to live and work in this country, how prized of education and employment of young people and the labor market in general, the economic situation of the country.) Considered and explained the most important components of brand development and evaluation of the country. Criteria formation branding strategy. A new definition of “tourism branding”, namely tourism branding involves the formation of preferences (tourist attraction) places of tourist destination in the management of image and promotion of tourist attractiveness of the city or the country through tourism brand, which consists of a visual image and slogan. Explained the essence of the term “branding coach”. Formulated benefits of tourism branding, namely the possibility of earning additional income; opportunity to protect products while working with partners; facilitate the choice of the tourist product to the consumer; ability to identify tourism company and its services among tourism products of competitors; facilitate the release of products with new products in adjacent markets; investing in the future. Defined tools that can be used in tourism, including: slogans, themes and positioning; visual symbols; events and activities. We give the definition of strategic image management. The list of factors that affect the image formation. A list of visual image strategies. The place in shaping the brand image of the tourist area: development for the area attractive positioning and image; supply of products and services in an efficient and accessible manner; promotion of attractive and useful qualities territory in order to fully inform users about its benefits. The measures of territorial marketing, which should be used in tourism branding.