Tourist trend for brands: why is it good?

Tourist destination is a place, where there are common traditions, one language, cuisine, unified system of rules and regulations, there is the main tourist attraction (or several), around which the main tourist routes are formed. A tourist destination is different from another in content and understanding of its existing potential by the market participants.

      Tourist map of the world features hundreds of thousands, millions of tourist destinations. Almost all of them are carriers of a particular tourist brand.

         The issue of tourism brand has become especially important in the second half of the twentieth century, with the advent of a large number of similar tourism products. In June 2016, in the city of Kyiv, there was an international conference "Branding of territories", during which representatives of Ukraine and the World Tourism Organization discussed the progress of the new phase of tourist destination branding. In July, Transcarpathian region received the project of its own tourism brand. Along with this process, Rakhiv district received its tourism brand, the branding process was started in Uzhgorod, Mukachevo, Vynogradiv district.
            When developing tourism brand as a system, experts aim to create a number of visual signs, which should bear a certain meaning and invoke a certain emotion – a symbol, a slogan, a color, a logo, etc. The purpose of these elements is to establish a link between a tourist and a tourist brand.

            By itself, the result of the branding process gives a tourist the opportunity to imagine a certain image analyzing the tourism product. Everyone imagines their own vision of the final product.

            The process of branding is an attempt of authors to invoke emotion in a tourist and a desire to get the tourist product they are "selling": the tourism brand includes the tourism product, set of its characteristics, associations and expectations that tourists assign to them, that is, generally, a tourist brand is a sense put in the tourism product by its producers.

  Branding is usually preceded by serious study, which determines consumer audience, their behavior, solvency, sentiments and reactions to advertising, and more.

And finally: tourist branding is a new industry, and currently there are no right and wrong approaches, there are bold and safe decisions, successful and those needing improvement, those that bring together market participants, and those that do not take the market position into account. But in general, experts say that if a tourist area is not branded, it is not on the tourist map of the world. So we have a lot of work to do.