Рефреймінг концепції туристичного брендингу
DOI:
https://doi.org/10.31617/visnik.knute.2021(137)05Ключові слова:
туристична система, туристичний бренд, брендинг, управління брендом, стейкхолдери, ефективність, конкурентоспроможність, іміджАнотація
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.
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