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 alsofor the territory and is among the best practices in the development of tourism. According tothe scientific analysis of specialists in economics, geography, marketing and tourism, brandingof the destination are assigned different characteristics. Research is required on what directionin the formation of a destination brand gives the most effective results. As a result of the studyof approaches to the formation of the concept of destination branding in foreign and domesticscientific literature «evolutionary and geographical views», «managerial views directed to theeconomy», «marketing views aimed at the offer», «views focused on the demand of tourists» wereidentified and analyzed. In addition, the key players in the market promotion of the destinationin accordance with the branding strategy were identified, as well as the step-by-step managementmodels were reflected in the article.