New Approaches to the Branding of Tourism Destination

DOI

10.2991/iscfec-18.2019.123How to use a DOI?

Keywords

branding, tourist destination, geospatial image of the territory.

Abstract

The article deals with the content and stages of research of tourist destination image, They include the identification and study of factors of geospatial image of the territory, the priority image-forming objects selection, the formation of the rating and the search for variants of visualization and verbal characteristics of geospatial image of the territory. The approaches to the branding new tourist destinations on the basis of integra-tion of natural, socio-cultural and mental-mythological geospatial images of the territory are defined. The group of natural images includes objects of natural heritage, unique natural phenomena, especially protected natural territories, pic-turesque natural landscapes, etc. The socio-cultural images are formed on the basis of objects of cultural heritage, traditions, cultural events, rituals, ethnic cuisine, literary, artistic, cinematic works, etc. The mental-mythological images are based on myths, legends, tales, objects of esoteric practices of the territory. The technique of branding was tested on the example of Tarhankut as a new tourist destination of the Crimea.

Copyright

© 2019, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - I. Yakovenko
AU  - N. Strachkova
PY  - 2019/01
DA  - 2019/01
TI  - New Approaches to the Branding of Tourism Destination
BT  - Proceedings of the International Scientific Conference "Far East Con" (ISCFEC 2018)
PB  - Atlantis Press
SP  - 540
EP  - 543
SN  - 2352-5428
UR  - https://doi.org/10.2991/iscfec-18.2019.123
DO  - 10.2991/iscfec-18.2019.123
ID  - Yakovenko2019/01
ER  -