UDC [332.122:338.48]:339.138; JEL M31 Malynka, O. Y. (2018). Kontseptsiya formuvannya brendu turystychnoho rehionu [Branding concept of a touristic region]. Rehional'na ekonomika - Regional Economy, 87 (1), 40-47. Retrieved from http://re.gov.ua/doi/re2018.01.040.php. [in Ukrainian]. Sources: 13
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In this paper branding concept of a touristic region is suggested with the purpose of improving its investing and touristic attractiveness, enhancing the quality of people’s lives, creating positive image of the region and increasing its competitiveness. Practical implementation principles of this concept are also presented. It is proved that brand as a tool of individualization and differentiation of products or services is the strongest information signal, which a seller can send to a consumer in conditions of imperfect information on the market. The notion “brand” may refer not only to companies and their products. Considering branding of a touristic region, it should be mentioned that value based economy model, as the model of territorial development, is particularly relevant for such areas which do not have significant raw materials. Brand is a resource which can potentially work forever. Effective brand of a touristic region, which is engaged in business performance, can provide income that will exceed the cost of raw materials. Brand formation is the activity based on deep market knowledge. The “pyramid” of touristic regional brand is developed, and practical implementation algorithm of the project is suggested, which is based on the conceptual brand management model. Target groups of the project are supposed to be touristic management, representatives of local authorities, rural and urban communities, touristic industry enterprises and touristic and recreational complexes, national crafts producers, objects of industrial tourism, etc. Final beneficiaries of the project are supposed to be local communities, regional and local administrations and their associations which are responsible for tourism development, public structures whose purpose is to maintain sustainable tourism development in the region, associations and organizations of small business or entrepreneurs in touristic sector. Positive experience of the program can also be extended to other regions which do not belong to the program area. The algorithm for practical implementation of the project is based on the conceptual brand management model and includes: 1) regional brand identity development; 2) creation of brand attributes of the region; 3) development and implementation of marketing programs which allow to create a brand (considering the components of marketing mix: specific measures concerning products/services, prices, places and communications); 4) involvement of secondary associations / tools which are necessary to reinforce and strengthen the main marketing programs; 5) branding strategy development; 6) effectiveness estimation of regional brand; 7) creation of the project’s website; 8) development of the portal with touristic information; 9) public hearings; 10) seminars; 11) international conference concerning results of the project; 12) preparation and publication of project results, in particular, articles, books, textbooks, monographs, other scientific papers etc. Expected results of the project should be: 1) creation of positive regional image; 2) public information about the uniqueness of the area; 3) increase of regional competitiveness in order to gain foreign markets, to attract investors, tourists, new residents and qualified migrants; 4) overcoming the shortage of tangible and intangible resources of the area; 5) activation of tourism development; 6) informational and analytical published materials, public hearings, seminars, conferences; 7) project website and portal with useful information for tourists. Based on benchmarking researches of leading companies, current challenges are analyzed which are relevant for any company, market or region. Certain initiatives concerning the next steps and fundamental principles of new marketing and branding strategies are suggested, which are relevant for a touristic region as well.
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The article substantiates the key role of the psychological toolkit in creating and promoting the brand of rural territories of the Southern region as attractive territories for consumers. Based on the analysis of research of marketers and brand managers, it is proved that such an image of these territories is formed on their positioning as maritime territories that have recreational and tourist resources. At the same time, limited access to these resources in rural territories of the base and district levels remote from the shoreline of the seas and estuaries is not taken into account. At the same time, such factors of the development of these natural and socio-spatial entities as an advantageous geographical position, the availability of favorable natural resources and natural and climatic conditions, a developed agro-food complex and labor resources, which together favor the positioning of these territories as predominantly agro-food ones, are not fully taken into account. It is the branding of the rural territories of the Southern region as agro-food ones that corresponds not only to the interests of the rural population, regional and national interests, but also to the interests of foreign investors. Creation and promotion of the brand of rural territories of the Southern region as agro-food territories is facilitated by the use of a psychological approach to the disclosure of branding technology for these natural and socio-spatial entities. Attention is also paid to such psychological branding tools as mental mapping, image passport of the territory, map of landmark sites of the territory, mythological characteristics of the territory, model of presentation of the territory’s image. In the context of subjective measurement of the of rural territories’ image in the Southern region, their image does not look so positive. Therefore, according to the results of the study, a conclusion is made about the need to reformat this image from the mostly negative to the positive and attractive for a certain country’s specific territorial product. The fulfillment of this task requires further scientific technology development for rural territories branding in the Southern region from a position of interdisciplinarity and with reliance on psychological tools. It is important that the positive mental image of these territories does not differ from their actual state.
Inability of authorities to efficiently solve existing problems is the road-block of modern Ukrainian economy leading to their failure to create business environment for Ukrainian entrepreneurs. Under this conditions business starts to create favourable conditions for entrepreneurship development on its own way, especially with the view to help perspective young entrepreneurs. The article aims to research micro-local socially oriented business activity in the border regions of Ukraine and to outline its major directions. Authors’ understanding of «micro-local socially oriented business activity» is suggested as the way to define business activity at micro-local level, oriented at creation of favourable business environment and maintenance of its development. Experience of Ivano-Frankivska oblast is examined, in particular public restaurant «Urban Space», innovation and entrepreneurship center iHUB, «Management workshops», project «Open Business Space», Business Development Group. The following socially oriented initiatives are examined in Lvivska oblast: ІТ Cluster, Business Development platform "Biznes Aktyv", Businessmen Club. Projects of Chernivetska oblast are represented by Bukovyna Innovative Technology Cluster named after Joseph Schumpeter "Cluster bit". Each project has its peculiarities, however their tasks are similar – to create favourable business environment and to support both entrepreneurs-newcomers and those, who have been developing their business for some time already, on non-commercial basis. It is worth emphasizing two of them in Chernivetska and Lvivska oblasts. Both are directed at education of creative and eager to work youth and at creation of favourable conditions for their future in the IT sphere. Moreover, Bukovyna Innovative Technology Cluster named after Joseph Schumpeter "Cluster bit" provides also the free of charge premises and Internet connection for those eager to develop their own start-ups. Public restaurant «Urban Space» in Ivano-Frankivsk is notable for its creativity and it directs 80% of its profits to implementation of non-commercial projects of the city development initiated by creative residents. Both representatives of large business and small and medium ones participate in socially oriented projects. The following main directions of micro-local socially oriented business activity are formed: assistance to perspective ambitious entrepreneurs in initiation of their own business; support of new start-ups; development of the territory, where the business is located; consulting on practical ways to solve the business problems; creation of favourable business environment.
micro-local socially oriented business activity, creative economy, territorial marketing, cooperation platform, business environment, border regions
This article deals with formation of a modern policy for the development of tourism and recreational sphere of mountainous regions of Europe. The EU’s policy is carried out taking into account the two key strategic factors, such as the development of tourism in Europe in the long-term perspective and the policy of supporting the development of mountainous regions by the European Union. It is noted that in conditions of growing competition, Europe has determined on the prospect of the formation of a stable high-quality tourist offer based on its comparative advantage, which in particular emphasizes its landscape diversity and extraordinary cultural riches. This task should be realized on condition of sustainable tourism development, taking into account the difficulties associated with climate change (for mountainous regions it is a decrease in snow cover and, accordingly, a reduction in demand for winter tourism types), the risks of biodiversity loss and the threats faced by cultural heritage. For mountainous regions, these difficulties and threats are particularly noticeable. This paper focuses on the implementation of sustainable tourism practices for mountainous regions (use of alternative energy, landscape conservation, garbage control, etc.). In our opinion, sustainable tourism practices are extremely important due to the increased vulnerability of mountainous landscapes to violations of the conditions of nature use and the need to preserve a unique cultural and natural heritage. The instruments of implementation of the tourism development policy in mountainous regions in the legal acts of the European Union state are presented. The author also makes an attempt at systematizing current research on the instruments, which can be divided into the following two lines: providing incentives and support for initiatives that promote the development of high-quality tourism, preservation of the natural, economic and social environment, as well as heritage and culture of mountains districts; promotion of development of high-quality tourism taking into account the ecological specificity of each object and creation of infrastructure and service facilities that would correspond to its scale; promotion of multi-season economic activity; normative regulation of forms of active rest, which include an element of danger or can cause damage to the ecological balance. This article considers the importance of the Carpathian Region for the sustainable tourism development of the Carpathians. The growth of the role of tourism in the economic development of the more backward areas of the region has been explored as well. It is noted, that the Protocol on Sustainable Tourism to the Framework Convention on the Protection and Sustainable Development of the Carpathians defines the objective to reduce the negative impacts of tourism, to develop and implement common quality standards, to establish the sustainable tourism development policies, as well as to integrate them into other sectoral policies, to form the concept of the Carpathian Region as a tourist brand and to create sustainable tourist products, services, packaging, etc. It is emphasized that in the long-term future development of tourism aimd at the general development of the Carpathians should be based on the same common goals: long-term economic prosperity of local communities, preservation of the basis of tourism – the natural and cultural environment with the provision of tourist needs. These objectives are perfectly complementary and relevant for all (potential) tourist destinations. The basic position of the regional development of mountainous areas is described. It is emphasized by author, that Ukraine should become involved in the process of developing unified approaches and standards for tourism development in mountainous regions as soon as possible, and should be engaged in the development and promotion of common tourist products of the Carpathian Region at the European and the World tourist services markets.
tourism, recreation, mountainous regions, European policy of development of tourism and recreation, Carpathian region
The modern approaches to solving the problem of mountain areas in European countries are considered. The decisive role of agriculture in their development is emphasized. The analysis confirms that the problems of economic, ecological and social kind within mountainous areas of European countries are solved either by means of active agrarian policy or within the framework of regional mountain policy realization aimed at compensation of negative influence of natural and climatic resource properties of mountains territories, through providing of investment support for the development of priority types and spheres of economic activity, in particular agriculture. The Common Agricultural Policy costs of 2007-2013 for improving the rural conditions and agriculture in Austria and the integrated approach of Switzerland to rural development and mountain regions are considered in detail. The conclusions are that the majority of mountainous countries form a mountainous development policy strategy aimed at compensating for the negative impact of the natural and climatic resource properties of the mountain areas, providing investment support for the development of priority types and spheres of economic activity, in particular agriculture. We position the implementation of comprehensive accounting and monitoring of the land resources condition as a determining, driving and stimulating precondition for achieving progress in socio-economic development of mountain areas. This will allow changing the character of economic activity and improving the investment climate in mountainous regions. Considerable attention is paid to the issue of agricultural manufactures stimulation in the mountainous areas. The main disadvantages of the national system of the mountain agriculture stimulation, which do not allow disclosing the possibilities of these territories to the fullest extent, are identified. The directions of agricultural producers’ economic support in the mountainous regions of Ukraine were suggested in order to prevent the decline of the agrarian sphere of local population employment, which is traditionally leading for such territories. We are convinced that the policy of mountain farming in Ukraine should be guided by the principles and fundamentals of the updated Common Agricultural Policy of the EU, and that by granting the state support to the agrarian sector of the mountain regions economy it is possible to approach the resolution of the extremely important problems of compliance with the environmental requirements in agricultural production. The directions of agriculture ecologization in the mountainous areas were suggested.
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