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Formation of Tourist Image of the City as a Strategic Direction of Development of Territory Marketing
Obolentseva L. V.

Obolentseva, Larysa V. (2020) “Formation of Tourist Image of the City as a Strategic Direction of Development of Territory Marketing.” Business Inform 12:157–164.
https://doi.org/10.32983/2222-4459-2020-12-157-164

Section: Regional Economy

UDC 338.48

Abstract:
The article is aimed at forming the tourist image of the city as a strategic direction of development of territory marketing. The article proves that a strong and positive image of the city is considered to be the effective and efficient mechanism allowing to fight for limited resources, competitive advantages and high competitiveness, representing a holistic set of characteristics, combining unique and original features of the city, as well as figurative ideas or perceptions that makes it possible for consumers, tourists, investors to distinguish and identify the city from among many other. The structure of the city’s potential, i. e., its economic, political, social and environmental components, on which the image of the territory is based, is provided. In the research, the existing instruments for creating and promoting a territorial image that can be used in both external and internal communications are proposed to be classified according to the four-component image structure, which includes conceptual, active, personal and attributive components. Studying the currently established image of the city and getting an idea of what position it occupies in the minds of target groups is an exceptionally important stage in the planning of urban marketing. Studying the image of the city is anything but easy task. That is why the article suggests to use an aggregate of different approaches, methods and specific tools in order to study the entire complex and multi-aspect nature of the image of the city of Kharkiv. An evaluation of such kind is needed in order to develop an algorithm for strategic management of the image of the territory. Whereas a positive and properly constructed relevant image can act as one of the instruments for attracting investments aimed at developing the territory and achieving the goals of the city development.

Keywords: image, tourist image, city, territory marketing, development, tourism.

Fig.: 5. Tabl.: 2. Bibl.: 17.

Obolentseva Larysa V. – Doctor of Sciences (Economics), Associate Professor, Head of the Department, Department of Tourism and Hospitality, O. M. Beketov National University of Urban Economy in Kharkiv (17 Marshala Bazhanova Str., Kharkіv, 61002, Ukraine)
Email: [email protected]

List of references in article

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Meshcheryakova, T. V. “Imidzh goroda kak strategicheskiy faktor effektivnogo marketinga territorii“ [The Image of the City as a Strategic Factor in the Effective Marketing of the Territory]. Problemy sovremennoy ekonomiki, no. 2 (2009): 31-36.
Muzychenko-Kozlovska, O. V. “Turystychnyi brendynh: sutnist, skladovi ta perevahy“ [Tourism Branding: Content, Units and Benefits]. Visnyk Natsionalnoho universytetu «Lvivska politekhnika», no. 797 : Menedzhment ta pidpryiemnytstvo v Ukraini: etapy stanovlennia i problemy rozvytku (2014): 396-402.
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Sashchuk, H. M. “Imidzh derzhavy v hlobalnomu informatsiinomu prostori“ [The Image of the State in the Global Information Space]. Aktualni problemy mizhnarodnykh vidnosyn, vol. 1, no. 78 (2008): 152-154.
Smyrnov, I. H. “Imidzhmeikynh ta brendynh turystychnoi destynatsii (na prykladi miskoho turyzmu)“ [Imagemaking and Branding of Tourist Destinations (on Example of Urban Tourism]. Naukovi zapysky SumDPU imeni A. S. Makarenka. Seriia «Heohrafichni nauky». 2017. https://repository.sspu.edu.ua/bitstream/123456789/1848/1/Smyrnov_Imagemaking.pdf
Smyrnova, T. A., and Pryvarnykova, I. Yu. “Formuvannia brenda mista yak innovatsiinyi shliakh pidvyshchennia ioho pryvablyvosti dlia turyzmu“ [Formation of the City Brand as an Innovative Way to Increase Its Attractiveness for Tourism]. Visnyk Dnipropetrovskoho universytetu. Seriia «Menedzhment innovatsii». 2015. http://www.dnu.dp.ua/docs/visnik/fmecon/program_5e4ba1904bab7.pdf

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