Territorial Brand Research Articles

Explanatory structural equation model validation for territorial branding tourism policies

PurposeThe purpose of this study is to validate an explanatory structural equation model for the evaluation of territorial branding tourism policies for local development and its application in cities in Mexico and Colombia.Design/methodology/approachA sample was calculated for finite populations of residents in the municipalities of Girón Santander, Colombia and El Fuerte, Sinaloa, Mexico, of 125 individuals for each locality, in total, 250 individuals. The study includes three latent variables, which in turn constitute three models (Model 1: State and Public Policies; Model 2: Territorial Brand for Development; Model 3: Local Development) to explain the multiple relationships with the observable variables. The results were analyzed by using IBM AMOS software (SPSSS Extension), using the maximum likelihood method.FindingsMultiple relationships between the variables were evident, with excellent to acceptable indices. Model 1 (CMIN/DF = 1.742; CFI = 0.948; RMSEA = 0.057; PClose = 0.059) Model 2 (CMIN/DF = 1.528; CFI = 0.921; RMSEA = 0.073; PClose = 0.044). Model 3 (CMIN/DF = 3.210; CFI = 0.951); RMSEA = 0.057; PClose = 0.049), obtaining an adequate fit. The correlations between the variables reveal that the tourism policy is weak in both contexts, in its implementation in terms of the participation of residents in decision-making with respect to the management of the policy and in the lack of education and training of collaborators/workers to provide a better tourism service.Practical implicationsIt was possible to establish that the measurement model is applicable in the municipalities of the two countries by considering the similarities in tourism policies, as well as the differences (social, cultural, political and economic), but with a need for explicit articulation between the pillars of the territorial brand with the legitimized public policy.Originality/valueThis study contributes to the generation of new knowledge in relation to territorial branding from residents, within the framework of a tourism policy, allowing to establish its limitations in terms of implementation.

Prospects for territorial branding of the Vladimir region

Prospects for territorial branding of the Vladimir region

BRAND COMMUNICATION OF TOURIST DESTINATIONS DURING THE COVID-19 PANDEMIC

This article explores the effective practices of brand communications of tourist destinations during the pandemic. The relevance of the chosen topic is due to the economic crisis caused by the pandemic and, as a consequence, the need to revise the brand strategies of the majority of tourist destinations. The purpose of the article is to study the basic principles of building communications with key target audiences of the brand. A stable brand allows you to build an effective positioning of the destination in the international arena and establish effective intercultural interaction. The basic techniques for creating a sustainable brand include, according to the authors, establishing communications between key participants of the process: local residents, tourists, investors and territorial authorities. When building a brand in the post-pandemic period, it is necessary to take into account such criteria as the safety of the direction. Effective brand communications, according to the authors, are based on building communication with target audiences through the impact on the senses (on the example of gastrotourism), as well as through communication in the Internet space (on the example of social media and the blogosphere). The scientific novelty of the article is due to the analytical generalization of the practical experience of countries and cities of the world in the issue of building communication around the brand in terms of pent-up demand. This article may be of interest to experts in the field of communications with various target audiences and specialists in the field of territory branding as an analytical material containing data on specific cases on optimizing branding communication strategies.

Successful territorial brand formation (on the example of Singapore)

Main directions of improving the strategy of Ukraine's external debt management based on the results of the assessment of the main indicators of external state debt in relation to the criteria of economic security and the impact of external debt on key macroeconomic indicators are substantiated in the article. According to the results of the regression analysis of the relationship between main macroeconomic indicators and indicators of external debt, it was concluded that the external debt has an ambiguous impact on the economy of Ukraine. The hypothesis about the negative consequences of increasing the external state debt for the economy of Ukraine has not been fully confirmed. Based on the analysis of the data for 2008-2020, the direct impact of changes in external debt on GDP in actual prices, as well as the direct impact of gross external debt on changes in GDP per capita was identified. This confirms a positive role of external borrowing in ensuring Ukraine's economic growth. At the same time, the inverse dependence of Ukraine's GDP on changes in external debt per capita and the ratio of total payments to service external debt to state budget revenues was revealed. The dependence of GDP per capita on the ratio of total external debt service payments to state budget revenues is also inverse. The results of the study suggest an ambiguous impact of external debt on the national economy, which necessitates effective management of the external debt. The Long-Term Strategy for Ukraine's External Debt Management until 2030 should become an important institutional tool for reducing threats to the country's economic security arising from the growing debt burden. The purpose of the proposed Strategy is to minimize the cost of servicing external debt in the long run and reduce the level of relevant risks.

VISUAL NAVIGATION IN THE INFRASTRUCTURE OF PUBLIC TRANSPORT OF KHARKOV IN CURRENT CONDITIONS FROM THE POSITION OF EUROPEAN EXPERIENCE

The article examines issues related to the need to develop and features of a visual navigation system in the public transport infrastructure of the city of Kharkiv from the perspective of European projects currently being implemented in the city. Kharkiv and O.M.Beketov National University of Urban Economy in Kharkiv, in particular, are taking part in the implementation of the German-Swiss project "Integrated development of cities in Ukraine", the transport infrastructure of the city is being studied. Thus, the Kharkiv City Council signed a protocol on cooperation with the German federal company GIZ in the framework of the implementation of the project "Integrated development of cities in Ukraine II" in 2019, thereby joining the second phase of the initiative (2019–2023). The training events made it possible to improve cooperation, communication and coordination between various structural units of the city councils. In view of the results of this project, it is proposed to investigate the possibility of developing and using a visual navigation system in the public transport infrastructure of the city of Kharkiv and its features, based on European experience and taking into account harmonious integration into the overall branding of Kharkiv. The relevance of this issue is reinforced by the constant increase in the needs of citizens in public transport, which is primarily related to the growth of urban trends and the ecological vector of technology development. For Kharkiv, this issue is becoming even more urgent in modern conditions: it is planned to develop new public routes, making them more adaptable, increasing the number of electric buses, developing the city's bicycle infrastructure. The result of the project will be an impetus in the development of transport infrastructure, transformation and adaptation in view of modern conditions and European trends. Which, in turn, indicates the need for a systematic and complex approach in the development of visual navigation and taking into account the peculiarities of territory branding. Certain components that can be implemented in the formation of a complex of graphic and design solutions in navigation for the city of Kharkiv are considered.

Discussions between Place Branding and Territorial Brand in Regional Development—A Classification Model Proposal for a Territorial Brand

There is a clear controversy between the concepts of place branding and territorial brand in the context of regional development, with different meanings being attributed depending on the regions of the world. On the one hand, there are the typological designations attributed to place branding coupled with marketing, and on the other hand, the typologies attributed to local governance and often mixed with the territorial brand but not considering the regional development. This discrepancy creates a gap in the scientific literature for a uniform classification model for the territorial brand. To fill this gap, this study adopts qualitative content analysis, and its main objective is to present a uniform territorial brand classification model. Through a review of the scientific literature on the subject, 18 variables were found to build the theoretical model, which was then applied to the analysis of 60 territorial brands. The results of this study led to the Territorial Brand (TRbrand) Classification Model, with 16 dimensions of analysis and generated 13 concepts. The conclusions reveal a new typological classification model for the territorial brand in regional development, the TRbrand Classification Model, which includes the brand, the territory, the cultural diplomacy, the local governance, the social actors, and the regional development.

Samara identity in the mirror of advertising and commercial names

The purpose of our research is to identify ways of translating the Samara identity in the system of verbal sign complexes of commercial objects based on the use of the semiotic method. The main object of study is the proper names of shops, cafes, restaurants, salons, industrial and cultural facilities presented in Samara outdoor advertising, as well as brand names whose textual designations include brand identifiers of the territory – iconic names that serve as connotative regional components and provide a mental link with the image of a regional brand. Our research confirms the hypothesis that the Samara identity is built on the basis of a cultural code based on territorial certainty. The key verbal signs represented in the commercial discourse of urban space and forming the identity of the territory in the minds of citizens are toponyms: Samara, Zhiguli, Volga. These brand symbols not only demonstrate a direct toponymic link to the region, but mainly play the role of priority symbols of regional identity as part of numerous conventionally symbolic advertising and commercial names. Based on our research, it is possible to solve the problem of constructing the basic structure of the figurative-mental map of Samara identity on the basis of three key toponyms – symbols of the territorial brand. The spheres of numerous ergonyms and pragmatonyms are formed around each of these symbols, which are widely represented in the advertising and information environment of urban space, have visual contact with the residents of the agglomeration and have a direct impact on the formation of urban identity. Our study is relevant because it allows us to consider the key symbols of urban identity identified by us as material representatives of the symbolic capital of a territorial brand. The central markers of the figurative-mental map of the city perform the function of a verbal semiotic tool – a translator of urban identity, the active use of which in the advertising and commercial discourse of the city of Samara confirms a sufficiently high level of self-awareness of the citizens.

TERRITORIAL BRANDING AS A FACTOR OF SOCIO-ECONOMIC DEVELOPMENT OF THE REGION

The article deals with the issues of territorial branding as a tool for the strategic development of cities and regions. In the context of global globalization processes there is a rigid competition between territories for resources: human, financial flows, tourist flows. Understanding this issue by territorial communities, authorities in Ukraine led to the development and approval of marketing strategies of individual Ukrainian cities. The creation and widespread distribution of Ukrainian territorial brands will enable domestic cities, both large and small, rural areas and regions, followed by a chosen strategy, solve their social and economic tasks. The purpose of the article is to analyze the basic methodological principles that are used in the Ukrainian practice of territorial branding and its impact on socio-economic development. It is determined that the geographical position and global geopolitical role of the territory, natural resource potential of the territory, national-cultural features of the country and its regions, current visual policies and symbols of the territory are affected. Investigated that in today Ukraine there are clearly formed brands of territories that already make their positive contribution to the socio-economic Development of cities, rural areas and regions in general.

Stakeholders' Perspectives on Hosting Large-Scale Sports Events

Special events, in general, and sports events, in particular, are a major focus and revenue generator for cities that host these events. They are time specific, and they can have a variety of short- or long-term, positive or negative impacts, which contribute to both beneficial or harmful outcomes. If prolonged over time, these outcomes have been called "legacies." This study sought to explore key stakeholders' perspectives on the attributes needed to host large-scale sports events. The research concentrated on identifying the main factors that attract large-scale sports events to specific municipalities, motivations to sponsor these events, and the main challenges faced by official agencies during events. The data were collected from 22 participants in a focus group meeting including three main types of stakeholders: event organizers, event sponsors, and official entities. The interview transcripts were processed using mixed-content analysis methods. The results revealed that the main themes mentioned by event organizers are media coverage, sports infrastructure, sponsor brands, discipline in sports, event organization, event and city security, motivation, capacity (e. g., accommodations), stakeholder commitment, residents, and territorial impacts. Sponsors are usually large well-known firms, and discussions about them covered the following themes: event–sponsor fit, sponsorship returns, mega-event territorial marketing, brand strategy, and sponsorship competition. The main themes mentioned by official entities are accessibility, events that sell cities, destination visibility, security, protection of athletes and the public, hospitals, residents, changes, and territory. This study's findings contribute to the existing literature by focusing on the specific case of largescale sports events and examining three main event stakeholders' perspectives. Managerial implications are also discussed.

Potential of Youth Participation in Local Territory Branding Management

The purpose of this article is an attempt to determine the main characteristics of the potential for youth participation in branding of territory for the implementation of a scientific approach to branding of cities with the participation of residents in different countries. This is the first article that relatively approaches the issue of youth participation in branding of places and takes into account different experiences of countries. The results of a survey of young people in several cities in Poland, Romania, Armenia, Russia were used to develop a model of the potential for youth participation in territory branding on the basis of two scales – attractiveness of the territory and willingness of youth to participate in promoting settlements of their residence. Cross-country differences in the representation of various youth groups were identified in terms of their potential for participating in the branding of local territories. The model can be used as a basis for the development of urban programs for involving youth in territory branding. These programs do not differ significantly across countries and cities. However, the model can be used at the first stage of the development of such programs to highlight the specifics of each territory based on an assessment of the potential according to the research presented in the article.

Localized agri-food systems: The case of Pecorino Siciliano PDO a food product of the tradition of Mediterranean gastronomy

Sustainability is becoming a successful strategic variable for creating value in rural areas. In the context of rural areas, excellent agri-food products are located which form the starting point for the creation of value. The legislator, in order to promote these products, provides for the PDO, PGI, TSG certifications. Brands and sustainability become a combination to favor the permanence of man in rural areas. This contribution discusses the use of territorial brand indicators to foster the resilience of territories. In particular, Pecorino Siciliano PDO is examined and the business strategies of a sample of companies examined are evaluated. The study contributes to highlighting a localized agri-food system which, despite the competition from other products, continues, albeit with low economic margins, to create those conditions for the permanence of man in the territory.

Potential of Youth in Territory Branding

Understanding branding as endowing the territory with additional value senses, the authors determine the motives and potential of youth participation in this socio­cultural process. A survey of young people conducted in the cities of Poland, Romania, Armenia, Russia and a series of case studies in these countries allows us to determine the resource of young people from different countries in city branding. The case about the volunteers of the Ural Night of Music confirms the authors’ hypothesis that the value bases of this activity, adequately identified by specialists, can influence the completeness of the realization of the youth resources and the degree of their involvement in brand building events and projects.

Опыт формирования территориального бренда и границы метода

The plurality of territorial brands is a problem of many large and small cities, regions, as well as historical, cultural, and natural territories; however, it continues to be under-researched. At the same time, understanding the reasons why we again and again have to observe this phenomenon in a particular territory is absolutely necessary for the successful solution of the tasks of their strategic development. The analysis of this phenomenon makes it possible to study the conceptual prerequisites that determine the emergence of a situation of a plurality of territorial brands and opens up the possibility of testing the validity of some theoretical concepts in practice. To achieve these objectives, using the example of the city of Tomsk and Tomsk Oblast, I analyze the history and logic of the formation of a territorial brand, the role of city and regional administrations at different stages of its formation and development. I also reveal the conceptual attitudes of the participants in the process of forming the territorial brand, which they voluntarily or involuntarily follow when making decisions in this area. The results of the study show that the principles of cognitive relativism have a significant impact on the decision-making of persons involved in the formation and management of a territorial brand, and also make it possible to establish the limits of applicability of the above methodological setting. The author declares no conflicts of interests.

Историко-художественный потенциал пермского звериного стиля для формирования визуально-эстетического облика пешеходных улиц Перми

The article delivers the results of the author's study of the prospects for forming the design environment of the pedestrian streets of the Perm city based on the geocultural resources of the Perm region. The author concludes that the images of archaic cultures, which–through the artistic power of outstanding figures of literature, architecture, sculpture as well as decorative and applied arts of the 19th ‒ 21st centuries–have been firmly entrenched in the cultural landscape of the city, can be used today to develop projects for the transformation of the visual and aesthetic appearance of pedestrian streets and boulevards. The most important geocultural resource of Perm today is the Permian animal style. Its unique historical images through the cultural activity of citizens get the opportunity to be represented both in the visual aesthetics of the urban public space and in the interior environment, including residential interiors. The development and implementation of creative design projects that form an integral artistic and stylistic ensemble of a pedestrian street in the Permian animal style is seen as a promising creative endeavor in line with the strategy of geocultural branding of the city of Perm. The purpose of the study is to investigate the prospects for the representation of the historical and artistic potential of the Permian animal style in the design of the pedestrian streets of Perm. This goal is achieved through solving the following research objectives: to identify the semantics and symbolism of historical images of the Permian animal style; identify and characterize the existing approaches to the study of the design of pedestrian streets in a modern city; analyze the prevailing in the 20th – 21st centuries practices of representing some plots of the Permian animal style in the street environment of Perm; propose design and artistic solutions for the creation of infrastructure elements of a pedestrian street in the Permian animal style. The methodological basis comprises the concept of geocultural branding of cities and territories (D.N. Zamyatin), cultural, historical, and museum practices of creating and promoting urban brands (M.A. Belyaeva, T.A. Ladygina), artistic and decorative approaches in the design of the urban environment (E.E. Dmitrieva, O.V. Efremova). When writing the article, historicalgenetic, historical-comparative, historical-typological methods were used.

Роль историко-культурного потенциала сельских поселений городского типа в реализации стратегии геокультурного брендинга

The article is devoted to the study of the rich historical and cultural heritage of large rural settlements of the Perm Territory, which had the status of urban-type settlements in the Soviet era. These settlements include Bolshaya Sosnova starting its history in the 16th century. In the 20th century, its population took an active part in mobilization campaigns to fight for literacy, create collective farms and state farms, take up residential construction jobs, and increase labor productivity in the agricultural sector. Bolshaya Sosnova had a developed agricultural sector, which made it possible to provide a decent standard of living in the countryside for local residents. A demographic shift occurred in the second half of the 20th century, due to which the settlement transformed into an agrarian-industrial settlement. However, in recent times, Bolshaya Sosnova and its local communities have faced serious challenges of the postperestroika period. Currently, the settlement is in a difficult socio-economic condition. The issues of preserving the historical heritage, creative practices of socio-cultural activities, the development of tourism and the hospitality industry are coming to the fore. The relevance of the topic is due to its scientific and social significance. The hypothesis is that the problems of territories can be solved by non-traditional applied methods and means, which should be based on a solid scientific background. The article reveals the main postulates of the concept of geocultural branding of cities and territories formulated by D.N. Zamyatin, which seems logical to be applied in practice. The aim of the study is to develop a geocultural branding strategy for Bolshaya Sosnova based on the unique historical and cultural potential of this area, aimed at its sustainable development. The use of the geocultural approach made it possible to identify and describe the historical and cultural resources that formed the conceptual core of the Svetlaya Sosnova geobrand. To achieve the aim, methods of historical science were used such as historical-comparative, historical-genetic, content analysis of historical documents, and phenomenological ones. The study draws on the published documents of state authorities and local self-government, historical and local history essays, materials of local periodicals, and the results of express surveys of the settlement residents.

ОПЫТ ВНУТРИРЕГИОНАЛЬНОГО АНАЛИЗА ОБРАЗОВ ТЕРРИТОРИИ В ДИСКУРСЕ СОЦИАЛЬНЫХ МЕДИА (НА ПРИМЕРЕ СЕВЕРО-КАВКАЗСКОГО ФЕДЕРАЛЬНОГО ОКРУГА)

The article examines the territorial features of the representation of the municipalities of the North Caucasus Federal District in leading social media. We analyze the main approaches to defining the geographical image of a territory; explore the theoretical foundations underlying the study of social media from the perspective of geographical science; identify a set of research terms and concepts used to analyze images of territories in social media. The paper proposes a new method of multi-scale monitoring of the territory’s image in social media, which can be adapted for other regions of Russia. The analysis of information in social media makes it possible to identify the peculiarities of the representation of a particular territory, as well as the mental connections between municipalities, cities, regions, and the degree of their influence on the geographical image of each other. With the data collected by the Medialogia information and analytical system, the geography of publications, their authors, their audience at the federal, regional, and local levels were studied. Based on this material, the intensity, both absolute and relative, and the tonality of the information flow for each municipality of the North Caucasus Federal District were determined. The leading regional centers for the formation of social media content were identified. The most frequently mentioned topics, words, and hashtags in relation to each territory were considered. A geographical analysis of the features of the formation of information messages was carried out, which made it possible to identify territories with a predominance of an external or internal image. On the basis of the analysis, the characteristic types of the information flow structure were proposed. The main problems of forming a positive image of the North Caucasus territory in social media are were identified. The results obtained are of practical significance for territorial branding and promotion of the region's territories in social media.

Geocultural branding as a tool for solving the crisis state of the socio-economic sphere of a rural settlement

In this article, geocultural branding of territories is considered in the context of the theory of political management, which can be used in solving the problems of the socio-economic sphere of rural settlement. In the scientific literature, insufficient attention is paid to the branding of Russian rural settlements. Individual stories can be found only in the publications of specialists in the field of marketing territories. According to the author's point of view, a progressive solution that allows creating conditions for sustainable socio-economic development in a rural settlement is the development and implementation of a geocultural branding strategy for the settlement. On the example of the village of Bard, a large rural settlement of the Perm Region, measures for the development of a geocultural strategy and brand are proposed. Among the image resources of the village, unique natural places, craft traditions, national ornaments, mythologems of the Tulva district, as well as art objects as an organic part of the public spaces of the settlement are singled out separately. The historical personality of the Tatar poet Gabdulla Tukai (the beginning of the XX century) is proposed as the "genius of the place". The geocultural brand "Barda ‒ mirror of the Perm land" was developed based on the poetic creativity of G. Tukai. Barda can really be considered a mirror of the Permian land. Good-neighborly relations between ethnic communities have historically developed here, religious tolerance has taken place in everyday life, traditional types of economy and life have developed. The concept of geocultural branding of territories was used as a methodological basis (D.N. Zamyatin).

Branding of a major transport center as a tool of competition

The purpose of the study: analysis of the content and features of the branding of Novosibirsk from the point of view of the competitiveness of the territory and the socio-economic development of the region. Materials and methods of research. The theoretical and methodological basis of the study was made up of scientific works of Russian and foreign scientists in the field of territorial branding. The research was carried out using general scientific methods of theoretical and empirical cognition: analysis, synthesis, comparison. Results: it is shown that the increase in the level of socio-economic development of the country and its regions is accompanied by processes and trends that increase the importance of individual industries in their socio-economic development. Such industries can become the main factors of competitiveness. Currently, the branding of the territory, along with other tools of strategic development, is considered the most important resource necessary for the development of territories and increasing their competitiveness. Conclusion: the formation of the brand of the city of Novosibirsk, based on an integrated approach, will allow using the brand as a strategic tool for the socio-economic development of the city and increasing its competitiveness. In modern conditions, tourism can become one of the industries that contribute to the socio-economic development of the region.

МУНІЦИПАЛЬНИЙ МАРКЕТИНГ ЯК ІНСТРУМЕНТ РОЗВИТКУ ГРОМАД

The article summarizes theoretical and practical data on territorial marketing as a contemporary concept that contributes to the formation of tourist attractiveness of domestic communities. The authors emphasize that the key task of community development is to improve the standard and quality of life of their residents. The researchers note that, in modern conditions, the territorial marketing tools can successfully stimulate socio-economic development at both national and local levels. The authors identify the overall goal and main objectives of municipal marketing, generalize the approaches to the definition of the main target groups of territorial marketing, in particular tourists, and substantiate the necessity of the analysis of those groups. The researchers also identify the subjects of territorial marketing and clarify the main purpose of their activity. They conclude that according to the marketing approach, the territory is viewed as a kind of territorial product or geo-commodity, and its value is associated with limited favorable geographical conditions. In the context of territorial marketing, four classic elements (4P) of the marketing complex (marketing-mix) are considered: a) product; b) price; c) place; d) promotion. The authors highlight the main sections of marketing strategy. They analyze the main groups of community marketing strategies in detail: image marketing, attractiveness marketing, infrastructure marketing and marketing of the population and staff. The researchers suggest a comparative analysis of marketing strategies of domestic communities (for example, the cities of Vinnytsia and Melitopol, as well as Zvaniv village united territorial community of Donetsk region), on the positioning and promotion of local tourist products. The authors give the successful examples of territorial marketing, determine theoretical principles and provide practical recommendations for the formation of the territorial brand. They explain the role of the tourist brand book in the implementation of the marketing strategy of territorial units and the formation of a positive image of the region.

Cultural Aspect of Territory Branding in Chinese social media

Cultural Aspect of Territory Branding in Chinese social media