Рефреймінг концепції туристичного брендингу

Автор(и)

DOI:

https://doi.org/10.31617/visnik.knute.2021(137)05

Ключові слова:

туристична система, туристичний бренд, брендинг, управління брендом, стейкхолдери, ефективність, конкурентоспроможність, імідж

Анотація

Обґрунтовано концепцію брендигу на засадах холістичного підходу та запропоновано напрями імплементації її положень у туристчному секторі через портфель важелів, інструментарію та формування, розроблення, моніторингу і підтримки національного бренда України.

Біографії авторів

Маргарита БОЙКО , Київський національний торговельно-економічний універститет

д. е. н., професор,завідувач кафедри готельно-ресторанного бізнесу

Мирослава БОСОВСЬКА , Київський національний торговельно-економічний універститет

д. е. н., професор,професор кафедри готельно-ресторанного бізнесу

Алла ОХРІМЕНКО , Київський національний торговельно-економічний універститет

д. е. н., доцент,доцент кафедри готельно-ресторанного бізнесу

Посилання

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Опубліковано

2021-06-15

Як цитувати

БОЙКО , М., БОСОВСЬКА , М., & ОХРІМЕНКО , А. (2021). Рефреймінг концепції туристичного брендингу. "Scientia·fructuosa", 137(3), 62–80. https://doi.org/10.31617/visnik.knute.2021(137)05

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