Scientific approaches to defining the concept of «destination branding»

Abstract

Today, the concept of brand is widely used not only for goods and services, but also for the territory and is among the best practices in the development of tourism. According to the scientific analysis of specialists in economics, geography, marketing and tourism, branding of the destination are assigned different characteristics. Research is required on what direction in the formation of a destination brand gives the most effective results. As a result of the study of approaches to the formation of the concept of destination branding in foreign and domestic scientific literature «evolutionary and geographical views», «managerial views directed to the economy», «marketing views aimed at the offer», «views focused on the demand of tourists» were identified and analyzed. In addition, the key players in the market promotion of the destination in accordance with the branding strategy were identified, as well as the step-by-step management models were reflected in the article.