区域旅游品牌的发展——以尼古拉耶夫市地域社区为例

Oleksii Albeshchenko
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摘要

介绍。随着商业市场的发展,“品牌”在客户环境中的存在与否成为创造客户偏好的重要因素。商标意味着使用某种理念来实现这个“品牌”,使用一套营销传播,根据消费者的期望将信息引导到目标消费者群体。品牌象征着旅游服务的特点和性质的稳定性,客户服务的水平。品牌是旅游企业向消费者提供符合一定属性和利益的旅游产品或服务的一种义务。目的。城市品牌是一个新的活动领域。因此,一些地区在选择最有效的品牌工具方面面临着许多问题。尼古拉耶夫市的案例,成功地创建了一个品牌,以吸引游客,在文章中给出,证实了考虑各种符号和元素的重要性,最终形成了一个城市的品牌,并在普及领土取得成功。结果。为了保证城市的可持续发展,在运用战略方法的基础上创造城市品牌是非常重要的。通过制定合适的策略,开展城市品牌化,提高城市对游客的吸引力。考虑到使该地区对游客更具吸引力的能力,它的实施可以成为促进其发展的有效领土管理技术的关键组成部分。结论。正面品牌的存在将有助于吸引外部资源并激活内部资源,提高生活质量,形成有吸引力的领土形象,最终提高城市的竞争力,包括在旅游业中的竞争力。
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Development of a Regional Tourism Brand on the Example of the Nikolaev City Territorial Community
Introduction. As the business market develops, the presence or absence of a “brand” in the customer's environment becomes an important factor in creating customer preferences. A trademark implies the use of a certain philosophy of the implementation of this "brand" using a set of marketing communications that direct information to the target group of consumers in accordance with their expectations. The brand symbolizes the stability of the characteristics and properties of the tourist service, the level of customer service. A brand is an obligation of a tourist enterprise to provide the consumer with a tourist product or service that corresponds to a certain set of properties and benefits. Purpose. City branding is a new area of activity. Therefore, some regions faced a number of problems in choosing the most effective tools for branding. The case of the city of Mykolayiv, which successfully created a brand to attract tourists, given in the article, confirms the importance of considering various symbols and elements for the final formation of a brand of the city and achieving success in popularizing the territory. Results. To ensure the sustainable development of the city, it is important to create its brand based on the application of a strategic approach. By creating a suitable strategy, branding of the city is carried out to improve its attractiveness for tourists. Considering the ability to make the area more appealing to tourists, its implementation can be a key component of efficient techniques of territorial management for their development. Conclusions. The presence of a positive brand will allow to attract external and activate internal resources, improve the quality of life, form an attractive image of the territory and ultimately increase the city's competitiveness, including in the tourism industry.
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