Scientific approaches to defining the concept of «destination branding»

Abstract

Today, the concept of brand is widely used not only for goods and services, but also
for the territory and is among the best practices in the development of tourism. According to
the scientific analysis of specialists in economics, geography, marketing and tourism, branding
of the destination are assigned different characteristics. Research is required on what direction
in the formation of a destination brand gives the most effective results. As a result of the study
of approaches to the formation of the concept of destination branding in foreign and domestic
scientific literature «evolutionary and geographical views», «managerial views directed to the
economy», «marketing views aimed at the offer», «views focused on the demand of tourists» were
identified and analyzed. In addition, the key players in the market promotion of the destination
in accordance with the branding strategy were identified, as well as the step-by-step management
models were reflected in the article.