ВИКОРИСТАННЯ МЕТОДІВ БРЕНД- І PR-МЕНЕДЖМЕНТУ В РЕГІОНАЛЬНОМУ ТУРОПЕРЕЙТИНГУ

Abstract

The article examines modern methods of brand and PR management and their application in the context of regional tour operating. Brand management is an important tool for increasing the recognition and attractiveness of a tourist product. This includes creating a unique image that distinguishes a certain tourist destination or service from competitors. A successful brand helps to create an emotional connection with the target audience, which contributes to the growth of loyalty and long-term relationships with customers. PR management in tour operating is aimed at managing public opinion and forming a positive image of the region as a tourist destination. This is achieved through active interaction with the mass media, holding press conferences, participation in tourist exhibitions, organization of information tours for journalists and bloggers. An important aspect is also the management of crisis situations and the minimization of the negative impact of unforeseen events on the reputation of the region. Regional tour operating focused on a specific geographic area has its own specific challenges and advantages. One of the main tasks is the formation of a holistic image of the region, which includes cultural, historical and natural features. An important role is played by cooperation with local authorities, enterprises and public organizations, which allows for the creation of complex tourist products. Effective use of brand and PR strategies helps to attract more tourists, increase the competitiveness of the region and increase income from tourism. It is also important to take into account current trends and innovations in marketing, such as the use of digital platforms, social networks and influencers. The article analyzes specific examples of the successful application of brand and PR management in different regions of the world, which allows to determine the best practices and adapt them to the conditions of domestic tour operating. Particular attention is paid to methods of measuring the effectiveness of brand and PR campaigns, which allows us to assess their impact on the development of regional tourism. In addition, the prospects for the development of brand and PR management in the conditions of globalization and digital transformation are considered. Attention is paid to the role of technologies in the creation of interactive content, virtual tours and other innovative approaches that make the tourist product more attractive to the modern consumer. In general, the article emphasizes the importance of an integrated approach to the use of brand and PR management methods in regional tour operating, which is a key success factor in conditions of high competition in the tourism market.