БРЕНДИНΓ МІСТА ХАРКОВА ЯК ТУРИСТИЧНОЇ ДЕСТИНАЦІЇ

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 t...

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Bibliographic Details
Published in:Problemi ekonomìki 2016-01 (2), p.74-79
Main Authors: Danko, N I, Dovhal, G V
Format: Article
Language:Ukrainian
Subjects:
Brands
Smart cities
Studies
Target markets
Tourism
Tourist attractions
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Summary: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.
ISSN:2222-0712
2311-1186