12 mistakes of place branding in tourism

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The article describes the peculiarities of branding of territories as tourist destinations, examines the contradictions and shortcomings revealed in the practice of place branding in Russia and in the world. Special attention is paid to the discrepancy of several practical solutions within the framework of the place branding claiming the realization of tourist potential, to theoretical and scientifically grounded provisions in the basics of marketing and management. The article presents the author’s generalizations based on the study and analysis of scientific, methodological and journalistic literature, as well as factual, statistical and analytical material.

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Territory, region, marketing, branding, brand, branding, tourism, tourist, system, culture, destination, market

Короткий адрес: https://readera.ru/140236884

IDR: 140236884   |   DOI: 10.24411/1995-0411-2018-10403

Статья научная