Tourism Brand Research Articles

PROMOTION OF TRANSCARPATHIAN TOURISM SERVICES AS AN ACTIVATOR OF THE REGION'S DEVELOPMENT

Objective. The objective of the article is to determine the significance, directions and consequences of the promotion of tourism services in Transcarpathia as an activator of the region's development. Methods. The following methods and techniques of cognition are used in the research process: theoretical generalization and comparison, analysis and synthesis, induction and deduction, generalization and systematization. Results. The importance of promoting tourism services in Transcarpathia as an activator of regional development lies in the fact that without high-quality promotion, regional tourism services will not be able to reach the appropriate level of development and gain a competitive position, which for this region implies the loss of economic and social opportunities to use natural and recreational opportunities and resource potential. Promotion of tourism services is one of the most difficult and important stages of activity in the tourism market. For the successful promotion of tourism services, the following preliminary activities and conditions must be ensured: development of interesting tours, supported by a number of services; organizing the sale of tourism products taking into account the characteristics of the tourism market; searching for new opportunities, developing new tourism offers; updating the tourism product by improving services, taking into account fashion, market trends; taking into account the price-quality ratio of tourism products; increasing market share by improving product quality and attracting qualified employees; attracting investments; expansion of the tourism product range; marketing and advertising strategies, etc. As for specific areas for intensifying the promotion of tourism services in Transcarpathia, at the regional level a regulatory document “Program for the development of tourism and resorts in the Transcarpathia region for 2021 – 2023” was adopted, providing for the implementation of directions for promoting tourism services in Transcarpathia as an activator of the development of the region through solving a number of problems. At the regional level, specific tasks are solved to promote tourism services in Transcarpathia with the help of such tools as participation in exhibitions, forums, conferences, PR (production of information publications and films about the tourism and recreational industry of the region), formation of a tourism brand (image of the region), attraction and preparation personnel for organizing tourism services. The consequences of the implementation of the presented directions for promoting tourism services in Transcarpathia is that they contribute to the development of the tourism industry and its infrastructure, which covers hotel, restaurant, transport, trade, entertainment and other areas of economic activity in the region. The tourism industry ensures an increase in employment levels, the preservation and development of cultural potential, the preservation of an environmentally friendly natural environment, and also contributes to the harmonization of relations between different countries and regions.

PERCEPTION OF POLAND'S TOURISM BRAND IN THE OPINION OF STUDENTS IN SELECTED COUNTRIES

The aim of the undertaken research is to determine the knowledge of future specialists in tourism geography, tourist values and the tourist brand of Poland. A research hypothesis was also established according to which, the influence of Europeanization in the Russian-Soviet version, may influence greater knowledge about Poland. The work uses the classic method of survey research in the social sciences with the use of a standardized questionnaire. The study involved students of tourism and geography from universities in Astana (35), Bishkek (32) and Karabük (43). The results of the research allow us to define the awareness of Poland as a tourist brand as moderately good in Astana, weaker in Bishkek, and poor in Karabük. The largest number of correct answers concerned the capital of Poland and well-known Poles (Copernicus, John Paul II, Chopin), and among athletes, footballers (Lewandowski) and ski jumpers (Stoch, Małysz). The fewest correct answers concerned Poland's tourist attractions. In the perception of the students participating in the study, Poland is one of the countries of Central Europe that are attractive in terms of tourism. It can also be concluded that the influence of the heritage of Russian Europeanization on students' knowledge of Europe is still visible.

When Texts Meet Emoji: A Multi-Stage Study of Tourism Brands

Are social media posts with emoji more engaging? Guided by the media richness theory, this study explores the relationship between visual (i.e., emoji) and textual content, and how they collectively impact user engagement with peer-to-peer accommodation brands. A three-stage sequential design using naturalist data, including text mining, frequent/rare itemset mining, and one-way ANOVA, was used. This study revealed that the combination of { Travel Tips and Inspiration,[Formula: see text]} and { Interaction and Motivation,[Formula: see text]} tended to result in an increased amount of likes and shares in social media posts. By theoretically revealing and empirically examining the complex relationship between verbal and visual content, this study enriches the theoretical understanding of media richness in tourism brands. Practically, this study provides actionable guidelines for tourism brands to increase user engagement by effectively using visual-verbal content.

ETHNOCULTURAL HERITAGE OF BURYATIA AS THE RESOURCE OF FORMATION OF REGIONAL TOURISM

Considering the tourist base «Altan Serge» the article highlights the possibilities of creating the tourist brand conception which can be based on ethnographic, folklore and toponymic resources of the local history heritage of various districts of Buryatia. This will allow to justify different components of the tourism project: architecture, landscape design, gastronomy, animation, etc.

How to Recover Halal Tourism Sectors Post-Covid-19 in Jakarta

Tourism is one of the industries most impacted by COVID-19, while DKI Jakarta is one of Indonesia's biggest Muslim-friendly tourist destinations. This study aims to formulate a halal tourism recovery strategy post-COVID-19 with an approach to evaluate the strengths, weaknesses, opportunities, and threats of developing recovery plans in Jakarta, the biggest city in Indonesia. An analytical network process with a SWOT network structure was employed. In this method, many respondents are not needed, but what is needed is representation from experts in the field. The survey was conducted with five expert respondents, from academics, practicians, and regulators. The results showed that the benefits of the existing infrastructure, accessibility, and amenities greatly influenced the strength factor. The most significant shortcoming of halal tourism is that it remains misunderstood. Halal tourism, which is appropriate for use during the new normal period, is one of the most important opportunities and risks. There are no standards for organizing, controlling, and reducing the impact of epidemics/disasters on the tourism industry. According to SWOT analysis, priorities for halal tourism recovery strategies include strengthening halal tourism branding, international industrial infrastructure development, increased competitiveness, and service innovation related to halal products and services.

Purchasing Behaviour of Tourism Cultural Creative Clothing Products Based on The Brand Sensitivity

Integrating the cultural and tourism industries has become the era’s mainstream. This study focuses on consumers’ brand sensitivity behavior within the context of cultural tourism and deeply analyzes its influencing factors. Firstly, we sort out consumer perceived value, brand sensitivity, and purchasing behavior. Then, using SPSS, we collect and analyze a large amount of data. Based on the Howard-Sheth model, we construct a model treating the consumer psychology of brand sensitivity as an intrinsic variable to study the consumer behavior of cultural and creative tourism apparel products. Empirical research reveals significant factors influencing brand-sensitive behavior and how these factors impact the degree of consumer purchasing behavior. This study assists in better understanding consumer behavior, shaping cultural and creative tourism brands, and further promoting the upgrade and comprehensive development of the cultural tourism industry.

Branding tourism and collaborative governance: A case study from Nglanggeran village

Nglanggeran Village has been recognised as a smart tourism destination and earned the "Best Tourism Village" title from the World Tourism Organization (UNWTO). This study delves into the analysis of collaborative governance within Nglanggeran Village, which has earned this esteemed recognition and explores tourism branding development through cross-sector efforts. Employing a qualitative research method with a case study approach focused on Nglanggeran Village, this research draws data from multiple sources, including mass media (10 sources related to the tourism branding of Nglanggeran Village) and the village's Twitter account. Data analysis is conducted using Computer-Assisted Data Analysis Software (CAQDS). The study applies branding theory, considering the following indicators: Product, Price, Place, and Promotion. The findings reveal that Nglanggeran Tourism Village's collaborative governance efforts have been fostered by the Tourism Awareness Group (Pokdarwis), which has forged partnerships with the Regional Government of Gunungkidul Regency, Special Region of Yogyakarta, and the Ministry of Tourism and Creative Economy. These collaborations involve mentoring and training to enhance tourism governance, focusing on aspects of natural, cultural, and educational tourism. Regarding tourism branding, mass media is pivotal in disseminating information about key tourism offerings, location coverage, and facilitating online ticket purchases. Furthermore, the @GunungApiPurba social media account collaborates with government entities to promote natural tourism, lodging packages, and various local food products, positioning itself as the central hub for branding while providing valuable information on access to the destination.

International Mirror and Chinese Path: Research on the Promotion Path of Zhangjiakou Sports Culture Tourism Brand in the Post-Winter Olympics Era

International Mirror and Chinese Path: Research on the Promotion Path of Zhangjiakou Sports Culture Tourism Brand in the Post-Winter Olympics Era

Analyzing Tourism Brand Loyalty and E-Marketing Development in Bali, Indonesia

This study is aimed at determining the factors that lead to long-term brand loyalty among tourists visiting tourist destinations and the effectiveness of e-marketing measures in developing tourism in Bali. It specifically looked at four aspects, including service quality, brand image, brand awareness, and customer satisfaction to determine which was the most important to the tourists. This study adopts a mixed-method approach, primarily using quantitative methods supported by qualitative research to obtain a better understanding of the case. It involved 200 tourists who had visited Bali twice or more. The quantitative data were analyzed using structural equation modeling (SEM) analysis and the qualitative data were analyzed using thematic analysis. The research findings revealed that brand loyalty is formed by brand image, service quality, brand awareness, and customer satisfaction, with customer satisfaction being the strongest factor, while brand image and service quality are less likely to be considered, and the development of e-marketing using popular social media and an integrated web is required to expand the target market.

Research on the Visual Image Shaping of Tourism Brand in Panyu District, Guangzhou

The prominent visual image of regional tourism brands often gives people a strong attraction and profound influence, increases the recognition of regional tourism, and stimulates consumers' consumption desire. For tourism practitioners, the creative application of tourism brands and visual images is conducive to product innovation and promotion. The first part of this paper introduces the research background, purpose and significance of the subject; The second part defines the concept and discusses the basic theory. The third part takes Panyu District as an example, analyzes the development and change of tourism brand image, probes into the factors that affect tourism brand, and studies the visual image building of tourism brand law on this basis. The aim is to provide some reference ideas for regional tourism brand visual image building and brand quality improvement.

Peyuyon Beach tourism branding strategy by Gunungkidul Regency tourism office in increasing tourism

Peyuyon Beach tourism branding strategy by Gunungkidul Regency tourism office in increasing tourism

CULTURAL HERITAGE - THE TOURISM BRAND OF UKRAINE

Purpose. The article is to substantiate the importance of the development and preservation of cultural heritage, to identify the problems and prospects of its development as a tourism brand of Ukraine. Design/methodology/approach. The author of the article uses the method of literature review to justify the need to research the preservation of cultural heritage in the new conditions of a large-scale war. Scientific research methods of theoretical and logical explanation, systematization and explanation are used to study the essence of cultural heritage. Findings. As part of this study, it was established that today Ukraine has a great potential for the development of tourism based on its cultural heritage. In each society, cultural heritage has its own unique aspects and meanings. Cultural heritage values should be protected and preserved for future generations, regardless of the situation or circumstances. The development of tourism based on cultural heritage can contribute to the preservation of historical and cultural values of Ukraine. The conducted studies show that the main problems faced by the development of cultural heritage as a tourist brand of Ukraine are: insufficient financial resources, the need to modernize the tourist infrastructure, ineffective use of marketing strategies, insufficient development of tourist infrastructure, limited interest of the state in tourism, limited accessibility of cultural heritage for visitors , lack of coordination, vandalism and pollution. Based on the obtained results, it can be concluded that the development of tourism in Ukraine should be aimed at promoting the country’s cultural heritage. For this, it is necessary to develop infrastructure and services related to culture, open new museums and galleries, restore and preserve historical monuments, effectively use marketing strategies and use modern technologies, and all this can contribute to the promotion of the cultural heritage of Ukraine as a tourism brand. Practical implications. The article emphasizes that Ukraine has great potential for the development of tourism based on its cultural heritage. The author proposed ways to solve problems that hinder its effective development. It was emphasized that the main attention should be paid to the development of marketing strategies, modernization of tourist infrastructure, ensuring the quality of services and its protection. Ways by which cultural heritage can become a tourist brand of Ukraine are proposed. Current problems and prospects for the development of cultural heritage as part of the modern development of tourism in Ukraine are identified. Originality/value. The value of the research lies in the establishment and analysis of the prospects for the development of cultural heritage in the context of tourism in Ukraine and the formation of the brand of Ukraine on this basis.

Impacts of energy communities on tourism: benefits and functions towards green transition

ObjetivoEl propósito de este artículo de perspectiva es destacar el papel de las Comunidades Energéticas (CE) en el campo del turismo como iniciativas voluntarias que combinan fines no comerciales con objetivos comunitarios ambientales y sociales. Las CE ofrecen una variedad de beneficios potenciales para las comunidades locales, los proveedores turísticos y los destinos turísticos, incluyendo la reducción de costes energéticos, la mejoras en las prácticas de sostenibilidad y una propuesta única de venta para atraer a turistas concienciados del medio ambiente.Diseño/metodología/enfoqueEste artículo de perspectiva utiliza una revisión narrativa de la literatura académica, la principal legislación de la Unión Europea relativa a las CE y artículos online para proporcionar un análisis del panorama actual de las CE.ResultadosEste artículo presenta los principales beneficios que los miembros de las CE pueden experimentar en las categorias financieras, sociales y ambientales. Se destacan las posibles funciones de las CE para los proveedores turísticos y los destinos turísticos. Además de reforzar las prácticas sostenibles, las CE crean oportunidades para la creación de valor regional, ejerciendo un marcado potencial para influir en el desarrollo de los destinos. Éstas pueden convertirse en una parte integral de la gobernanza de los destinos turísticos, impulsando la innovación social verde y contribuyendo a la marca turística.Originalidad/valorEste artículo ofrece un reconocimiento temprano y una articulación clara de los beneficios y posibles funciones que las CE ofrecen al ámbito del turismo. Al resaltar su potencial impacto positivo en el medio ambiente, la sociedad, las empresas turísticas y la política, este estudio impulsa una mayor investigación en este campo.

Research on Immersive Experience of Rural Tourism Marketing in the Internet Era

In the era of the Internet where big data, artificial intelligence technology, and new media technology are rapidly developing, regional rural tourism industries and scenic spots have also begun to fully utilize the interactive media of online big data, integrate rural natural landscape resources and cultural resources, and develop online media tourism marketing models with interactive dissemination attributes, Design tourism brand marketing and dissemination such as "tourism+live streaming", "tourism+new media advertising", and "tourism+e-commerce" to drive the sales and promotion of tourism landscapes, culture, and tourism products in the region. From the perspective of "immersive experience" in rural tourism, a comprehensive tourism marketing service promotion model is established based on new media technology and VR&AR virtual reality technology. Weibo, WeChat, and live streaming platforms are used as online marketing channels to develop and create immersive technology parks and offline virtual experience spaces for different tourism audiences. Rural tourism brands, tourism products, and services are displayed and promoted, and rural tourism guidance and service models are innovated Enhance the influence of tourism marketing and promotion.

Readiness of Tourism Branding in Supporting Smart Branding of Ambon City

One of the dimensions of smart city is smart branding where one of the elements is tourism branding. Tourism branding can be interpreted as an effort to make the city a tourist destination that has an identity and character so that it has a strong appeal. Ambon City, which is starting a smart city program with all the potential and problems, is faced with challenges in meeting the readiness of the smart city implementation as a whole. This study aims to identify and analyze the readiness of tourism branding in Ambon City by examining several indicators, namely facilities that support tourist comfort (amenities), accessibility, ancillary services and hospitality. The analysis method used in this research is descriptive qualitative. The results of the analysis show the unpreparedness and need for development of several indicators of tourism branding such as road conditions and transportation access to tourist attractions, availability of eating spots and lodging, availability of tour guide services, travel agents, and tourist information. However, some things have started positively such as promotional innovations and tourist services that utilize information technology.

Strengthening students’ ability to create content in tourism brand communication

Vocational high school of 60 Duri Kepa Jakarta has an advantage in developing tourism learning. This is essential in realizing national development priorities, namely tourism. Students' abilities are supported by technological developments and various social media applications to communicate tourism branding in the city of Jakarta. A number of tourist destinations in Jakarta are popular and some are not popular, this issue has sparked student communication creativity in communicating the branding of tourist destinations. Community service programs in partnership with neighboring countries provide new enthusiasm in digital content literacy and environmental communication. Training on communicating tourism destination branding requires out of the box ideas, so that people or travelers can accept the meaning of branding communicated by students about the situation of the destinations they visit. This training results in changes in students' ability to communicate branding of tourist destinations in the city of Jakarta which is based on sustainable tourism communication.

CHALLENGES OF POST- COVID VIETNAM TOURIST BRAND RECOVERY

This article analyzes the resurrection of the Vietnam's tourism industry after COVID-19 pandemic, which had a significant impact on the tourism industry, particularly in terms of reducing travel demand and disrupting supply chains. However, the government has implemented several measures to support the industry and promote tourism, including financial assistance, tax incentives, and marketing campaigns. The article highlights the need for continued government support and strategic planning to ensure the long-term recovery and growth of Vietnam's tourism industry. In addition, this paper elaborates on the factors that have impacted the slow return of Vietnam's tourism industry post-COVID-19 pandemic and the government's role in promoting the country's tourism brand. Opportunities and recommendations for Vietnam are discussed to enhance its tourism industry and effectively promote its image in the post-pandemic era.

AN ADVENTURE TOURISM STORY IN THE BRANDING PROCESS: HOT AIR BALLOON MANAGEMENT SUCCESSES IN CAPPADOCIA

Purpose- Adventure tourism has gained significant popularity in recent years, and its effective branding has become crucial for destinations to attract visitors. This research paper explores the role of hot air balloon management in the branding process of Cappadocia, a region renowned for its unique geological formations and rich cultural heritage. Cappadocia's hot air balloon rides have emerged as one of the most sought-after adventure tourism experiences in the world. Methodology- This study aims to investigate the factors contributing to the success of hot air balloon management in the branding process of Cappadocia.Using a qualitative research approach, data was collected through in-depth interviews with key stakeholders, including hot air balloon operators, local authorities, and tourists. The findings reveal several key factors that have led to the remarkable success of hot air balloon management in Cappadocia's branding efforts. First, the natural landscape of Cappadocia, with its stunning rock formations and fairy chimneys, provides a unique and picturesque backdrop for hot air balloon rides, creating an unforgettable experience for tourists. Additionally, the collaboration and cooperation among local stakeholders, including government bodies, tourism organizations, and hot air balloon operators, have played a crucial role in maintaining a high level of safety standards, operational efficiency, and visitor satisfaction. Findings- Furthermore, the marketing strategies employed by hot air balloon operators, such as social media campaigns, strategic partnerships, and targeted promotions, have effectively positioned Cappadocia as a must-visit adventure tourism destination globally. The seamless integration of hot air balloon rides into the broader tourism offerings of Cappadocia, including cave hotels, historical sites, and cultural experiences, has enhanced the region's overall branding and tourism appeal. Conclusion- This research paper highlights the importance of effective management practices in adventure tourism destinations and provides valuable insights for destination managers, policymakers, and tourism stakeholders seeking to develop and enhance adventure tourism branding. The findings contribute to the existing literature on adventure tourism management and offer practical recommendations for other destinations aiming to leverage their unique attractions in the branding process. Keywords: Adventure tourism, branding, hot air balloon management, Cappadocia, destination marketing, stakeholder collaboration JEL Codes: N7,N9,Z32

Building Brand Love for Travelers Through Accessibility, Destination Image, and Emotional Energy in Individuals at Laut Tawar Lake

Deep goals study This is for know directly influences accessibility, destination image, and emotional energy in individuals towards brand love. Type of research that is study quantitative. The population is previous tourists who have visited Lake Laut Tawar for at least two visits. Deep sample study This was taken with an accidental sampling technique of 100 tourists. Data was collected with a compiled questionnaire based on each indicator variable research. Analysis results study show that accessibility, destination image, and emotional energy in individuals direct influential significance towards brand love. The most dominant variable influencing tourist brand love is accessibility compared with destination image and emotional energy in individuals.

Optimization of farmer groups and educational tourism of Bamboe Wanadesa

The implementation of community service activities exemplifies the essence of the Tri Dharma of Higher Education. This initiative is based at Wisata Bamboe Wanadesa on Jl. Giri Rejo KM 15, Karang Joang Village, North Balikpapan District, Balikpapan City, leveraging its bamboo forest resources for tourism. However, a deficiency in human resources is apparent in managing social media, graphic design, branding, and promotion for this attraction. The absence of knowledge among residents and tourists about the bamboo varieties also persists. To address these gaps, we conducted community service through diverse approaches. Workshops were conducted to train content creators using CapCut and Canva applications, enhancing social media visibility. Google Site was employed to bolster tourism branding, serving as an information hub. Furthermore, information boards strategically placed within Bamboe Wanadesa Tourism, interconnected with Google Site, were introduced. The outcomes encompass collaborative Instagram content, the Bamboe Wanadesa website, and informative plant labels, significantly contributing to improved engagement and knowledge dissemination.