Topical Symbols of Kyiv as a Tourism Brand

Afanasiev, Illia and Ustymenko, Lesia and Malynovskа, Oksana and Stafiichuk, Valentyn and Bulhakova, Nataliia (2023) Topical Symbols of Kyiv as a Tourism Brand Revista Iberoamericana de Viticultura Agroindustria y Ruralidad, 29. pp. 121-133. ISSN 0719-4994

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Abstract

The attention to branding, from theorists as well as from practitioners, had remained at a very high level for the 2000s and 2010s. Many new branches of branding theory have emerged, and place branding was among them. Actually, place branding has become an umbrella term, a generic definition for three areas of study and practice: nation branding, region branding, and city branding. Every year, new scientific, journalistic, business articles, and books on place branding emerge, there are even several specialized periodicals devoted to this field of branding. This study aims to identify the most relevant and effective symbol of the Ukrainian capital city Kyiv as a tourism brand. Questionnaire surveys and the content analysis of literature and mass media are used. Key segments and sub-segments of the target audience of Kyiv tourism branding are determined, as well as the key factor of influence on the formation of the opinion regarding the tourism symbols of Kyiv. The most common popular symbol is compared with the real resources of the city. Thus, a set of relevances is found appropriate for the development of effective branding of Kyiv.

Item Type: Article
Additional Information: https://doi.org/10.35588/rivar.v10i30.5726
Uncontrolled Keywords: greening; identity; place branding; recreation; urbanism
Subjects: Це архівна тематика Київського університету імені Бориса Грінченка > Статті у наукометричних базах > Scopus
Це архівна тематика Київського університету імені Бориса Грінченка > Статті у наукометричних базах > Web of Science
Divisions: Це архівні підрозділи Київського університету імені Бориса Грінченка > Факультет журналістики > Кафедра реклами та зв'язків з громадськістю
Depositing User: Ілля Юрійович Афанасьєв
Date Deposited: 08 Dec 2023 13:31
Last Modified: 02 Oct 2024 11:36
URI: https://elibrary.kubg.edu.ua/id/eprint/47757

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