Tourism brands as a tool of socio-economic development of the region (Voronezh region)
With the development of tourism there is a need to modernize the ways and means of attracting the attention of tourists to the destination. A relatively new method of influencing the consumer's desire is branding – one of the most important processes of territory promotion, which contributes to the formation of competitive advantages and a certain image of a particular area, which allows positioning the territory as attractive to a potential audience. The purpose of the study is to consider the essence of branding as a tool for promoting tourism (on the one hand) and as a tool for socio-economic development (on the other hand). The following research methods were used: method of deduction and induction; system scientific knowledge and logical analysis; synthesis and generalization. The authors reveal the category "brand" in the scientific socio-economic literature is revealed, provide the classification of brands according to certain principles, and present a mechanism of formation of the territorial brand is presented. The analysis of existing brands in the Voronezh region is conducted. The brand of the region provides an opportunity to create additional competitive advantages and acts as a guarantor of social stability, as well as the competitiveness of the territory. Branding of the territory can act as a method of management of socio-economic development of the region, which contributes to regional competitiveness through the attraction of external and development of domestic markets, overcoming the deficit of various regional resources, the formation of consumer perceptions of the uniqueness of the territory.
Yakovenko, N. V., Komov, I. V. (2019), Tourism brands as a tool of socio-economic development of the region (Voronezh region), Research Result. Business and Service Technologies, 5 (1): 23-34, DOI: 10.18413/2408-9346-2019-5-1-0-3
While nobody left any comments to this publication.
You can be first.
Ataeva, T. A. (2012). Marketing of areas as a factor of infrastructure development in the region. Marketing – reality and projection into the future: proceedings of the international scientific conference, Varna, pp. 74-81.
Brusova, A. S. (2010). Formation of the regional brand as a basis for ensuring a balanced socio-economic development of the Russian Federation’s regions: on the example of the Ivanovo region. Regional economy: theory and practice, no.14, pp. 34-42.
Vazhenina, I. S. (2007). Reputation of area: theory, methodology, practice. M., Publishing House "Economy", 207 p.
Zyazina, V. A. (2010). Principles of regional branding. Brand management, no.5, pp. 290-301.
Kaznina, O. V. (2017). The mechanism of brand creation on the example of the area brand. Brand-management, no.1 (92), pp. 18-30.
Kovyneva, L.V. (2005). Regional tourism. Monograph. Khabarovsk: Publishing House of the Far Eastern State University of railway engineering, 111 p.
Kolodiy, N. A. Rodionova, E. V. (2015). Technologies of branding as a way of areas development (Online),.Modern problems of science and education. no.1 (part 1), available at: http://www.science-education.ru/article/view?id=17265 (Accessed: 09 February 2019).
Komarov, E. A. (2011). Formation of the image, brand and reputation of the region in the context of the development of foreign economic relations. Bulletin of the Rostov State University of Economics, no.3, pp. 19-23.
Kotler, F., Asplund, K., Rain I., Hyder, D. (2005). Marketing of cities. Attraction of investments, enterprises, residents and tourists to cities, communes, regions and countries of Europe, SPb.: Publishing House "Stockholm School of Economics", 382 p.
National rating of tourist brands 2018, (Online), available at: http://rustur.ru/nacionalnyj-rejting-turisticheskix-brendov-2018 (Accessed: 24 February 2019).
Ovcharova, A. A. (2008). Mechanism of formation of regional brands: monograph. Moscow: Publishing House trade corporation "Dashkov & Co", 119 p.
Pankrukhin, A. P. Marketing of territories, 2nd edition, St. Petersburg (and others): Peter, 2006, 411 p.
Parshin, P. B. (2015). Territory as a brand: marketing metaphor, identity and competition. Moscow: MGIMO-University, 195 p.
Selyukov, M. V. (2013). Socio-economic aspects of the region brand formation, monograph. Belgorod: "BelgSU", 106 p.
Araslanova, V.A., Komov, I.V., Yakovenko, N. V. (2017) The management of socio-economic systems . Theory, methodology, practice, Penza, 130 p.
Usatova, L. V. (2012). Tools of the region brand formation process FES: Finance. Economy. Strategy, no. 8, pp. 35-39.
Yakovenko, N. V. (2011). SWOT-analysis as a tool for planning and development of a mechanism for the implementation of the strategic plan for a small town development, Problems of regional ecology, no. 1, pp. 32-35.
Yakovenko, N. V. (2015). Folk arts and crafts as a special brand of cultural tourism of the depressed region (on the example of the Ivanovo region). Modern problems of service and tourism, vol. 9, no. 4, pp. 62-71.
Yakovenko, N. V., Komov, I. V., Didenko, O. V. (2017). Rural tourism as a factor of sustainable development of rural areas in the Voronezh region. Scientific notes of the Crimean Federal University named after V.I. Vernadsky. Geography. Geology, vol. 3 (69), no.1, pp.142-150.
Yakubova, T. N., Kryukova , A. P. (2014). Territorial branding as a tool for the development of the region, (Online), Young scientist, no. 21, pp. 484-488. available at: http://moluch.ru/archive/80/14255/ (Accessed 4 January 2019).