the branding of kharkov city as a tourist destination
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ID: 200675
2016
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Abstract
On the basis of analyzing publications and documents of the United Nations
World Tourism Organization (UNWTO), the authors clarified the concept
of «tourist destination»; considered and clarified the concept of «brand of
the tourist destination»; suggested the mechanism for development of the
brand of the tourist destination. The existing brand of Kharkiv – «Kharkiv –
smart city» – has been analyzed and it was concluded that this brand is
promising and successful for educational tourism, for attracting foreign
students and scholars – connoisseurs of new technologies and science
fiction. The direction of further work on the brand of Kharkiv city as a tourist
destination is to enhance the already existing brand «Kharkiv – smart city»
by introducing a set of marketing communications, aggressive advertising
campaign in Ukrainian and international media and travel exhibitions.
Besides, it is considered to be promising to design brands intended for other
target segments of consumers – «Kharkiv – historic city», «Kharkiv – sport
city», etc., which will lead to a synergistic effect in the tourism industry of
Kharkiv. Prospects for further research in this direction are studying new
strategic directions of development of Kharkiv city as a tourist destination
| Reference Key |
i.2016problemithe
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|---|---|
| Authors | ;Danko Nataliya I.;Dovhal Georgiy V. |
| Journal | acta mycologica |
| Year | 2016 |
| DOI |
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