Tourism Branding Formation on the Example of Altai Region

Solovyenko Elizaveta (2024) Tourism Branding Formation on the Example of Altai Region. Kereskedelmi, Vendéglátóipari és Idegenforgalmi Kar.

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Absztrakt (kivonat)

In the context of intense market competition in both the domestic and global tourism sectors, a distinctive branding strategy has emerged as a crucial asset for destinations aiming to differentiate themselves and attract tourists and investment. The Altai Republic (Gorny Altai), with its distinctive and pristine natural environment and rich cultural heritage, must devise a distinctive and appealing brand that will enhance its visibility and attract the interest of both local and foreign tourists. This will facilitate the realization of the region's untapped tourism potential, given that currently there is no unified and strategically developed brand to speak of in the region. This study will analyze the current state of tourism and tourism branding in the Altai Republic. The study employs a mixed research methodology, integrating qualitative and quantitative analyses, to examine the current state of tourism and tourism branding in the Altai Republic. Two interviews and a survey were conducted among 107 tourists who visited the region. This allowed for a comprehensive understanding of their perceptions of the Altai Republic. A benchmarking analysis was also conducted with South Iceland, a well-known tourist destination with its developed tourism branding, in order to identify best practices and effective strategies that could potentially be adapted and applied to the development of tourism branding in the Altai Republic. The practical conclusions of this paper may prove useful for further research in the field of destination branding development.

Intézmény

Budapesti Gazdasági Egyetem

Kar

Kereskedelmi, Vendéglátóipari és Idegenforgalmi Kar

Tanszék

Turizmus Tanszék

Tudományterület/tudományág

NEM RÉSZLETEZETT

Szak

Turizmus-menedzsment

Mű típusa:	diplomadolgozat (NEM RÉSZLETEZETT)
Kulcsszavak:	Altai Region, benchmarking, brand, branding, Destination Marketing, DMO, PIB, South Iceland, tourism, Tourism Branding Formation
SWORD Depositor:	Archive User
Felhasználói azonosító szám (ID):	Archive User
Rekord készítés dátuma:	2024. Júl. 15. 10:01
Utolsó módosítás:	2024. Júl. 15. 10:01

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