National tourist brand: priorities and formation resources

Economic Annals-XXI: Volume 133, Issue 9-10(1), Pages: 32-46

Citation information:
Mazaraki, A., Boiko, M., & Mykhailichenko, G. (2013). National tourist brand: priorities and formation resources. Economic Annals-XXI, 9-10(1), 32-46. https://ea21journal.world/index.php/ea-v133-11/

Margarita Boiko
D.Sc. (Economics),
Professor,
Kyiv National University of Trade and Economics
19 Kioto St., Кyiv, 02156, Ukraine
mboyko2006@ukr.net

Anatoliy Mazaraki
D.Sc. (Economics),
Professor, Rector,
Kyiv National University of Trade and Economics  
19 Kioto St., Кyiv, 02156, Ukraine
rector@knteu.kiev.ua 

Ganna Mykhailichenko
PhD (Economics),
Doctoral Seeker,
Kyiv National University of Trade and Economics
19 Kioto St., Кyiv, 02156, Ukraine
amykhailichenko@ukr.net

National tourist brand: priorities and formation resources

Abstract. Introduction. In a market situation, the role and importance of reputational factors of economic growth is greatly enhanced. Especially with regard to service industries, where local brands territories, reputation of companies is a primary factor in deciding where to travel and tour operating. Purpose is scientific substantiation of the importance of creating a national brand of tourism. Bringing the position that the communicative function of the brand triggers a chain reaction to stimulate and increase the sales of tourism products, strengthening the competitive position of the enterprise and improve the competitiveness of tourist destinations. Methods. The authors demonstrated that the globalization of the tourist market determines not only the only mega environment of industrial, economic, financial and administrative operations, but also the high level of competition to attract tourists. It was determined that a new quality of tourism activities can bring to the formation of the national tourist brand, which is built on the symbolization of customer value of tourism resources and territory has a characteristic, respectively, on which the socio-economic and cultural influence of the tourist destination and its attractiveness to potential tourists and export development oriented model of tourism. Results. The study proved that the solution of scientific problems of formation of tourist attractiveness of Ukraine precedes the perception of academic positions: first, the essence of the national tourism brand is regarded as basic element for design, positioning, promotion and perception of national tourism products and the mechanism of growth of tourism in the region. Objective and subjective factors of tourism brand, as well as indicators that contribute to the socio-economic value were identified. Basic principles of the national tourist brand were proposed.

Keywords: Tourism; National Tourist Brand; Image; Goodwill; Tourism Potential

JEL Classification: D69; F15; H73; L14; R11

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Received 29.08.2013