Abstract

The aim of the article. The features of Ukrainian tourism are analyzed in the article. Authors confirmed that Ukraine has good natural geographic, cultural, historical, socio-economic and other background for tourism industry development. New tourist brand of Ukraine is considered. Possible prospects for its further development are analyzed. The results of the analysis. The essence, concepts and basics of creating the tourist Ukraine brand are characterized. Travel brands of other states are analyzed. The attitude of the population of Ukraine to the new tourist brand by means of a representative survey is investigated. It is showed that proposed tourism brand mark of Ukraine is largely reflects neither the historical essence, nor the cultural heritage or the mentality of Ukrainians, but rather makes our country more similar to some countries in Africa, Asia and Latin America. It is proposed to leave the basic Latin letter «U», entered in its field of traditional Ukrainian ornaments, which are used on embroidered shirts or towels (image sunflower, loaf), and also some other activities, allow them to develop and improve the Ukrainian tourist brand. Conclusions and directions of further researches. Further researches in tourism branding and tourism marketing in general will help to solve several problems: failure of domestic tourism advertising, finance renovations of historic and architectural art, the need to attract investment in the individual sphere of tourism; underdevelopment of many its types.

Keywords: country’s tourism brand, world tourist image, tourism marketing, outdoor advertising, logo of country

JEL Classification: L89, M31.

Cite as: Teletov, A., Zarubinа V. & Timashova, O. (2014). The research and development prospects of the Ukrainian tourist brand. Marketing and Management of Innovations, 1, 27-42. https://doi.org/10.21272/mmi.2014.1-02

This work is licensed under a Creative Commons Attribution 4.0 International License

References

1. Kvartalnov, V.A. Turyzm [Tourism]. (n.d.). tourlib.net/. Retrieved from http://tourlib.net/books_tourism/kvartalnov_tourism.htm [in Ukrainian].
2. Kyfiak, V.F. Orhanizatsiia turystichnoi diialnosti v Ukraini [The organization of tourism in Ukraine]. (n.d.). tourlib.net/. Retrieved from http://tourlib.net/books_ukr/kyfjak.htm [in Ukrainian].
3. Liubivtseva, O.O. Metodyka rozrobky turiv [Methodology of tour development]. (n.d.). tourlib.net. Retrieved from http://tourlib.net/books_ukr/lubiceva_mrt5.htm [in Ukrainian].
4. Tkachenko, T.I. (2005). Turystychnyi product iak obiekt vyrobnychoho pidpryiemnytstva [The tourist product manufacturing business object]. Kultura narodov Prichernomoria – Culture of the peoples of Black Sea, 67, 130-135 [in Ukrainian].
5. Shkola, I.M. (2003). Menedzhment turystychnoi industrii [Management of tourism industry]. Chernivtsi: Knyhy XXI [in Ukrainian].
6. Pravyk, Yu.M. (2008). Marketynh turyzmu [Tourism marketing]. Kyiv: Znannia [in Ukrainian].
7. Kudla, N.Ye. (2011). Marketynh turystychnyh posluh [Marketing of tourist services]. Kyiv: Znannia [in Ukrainian].
8. Martynov, I.Yu. Osoblyvosti marketynhu turyzmu u sferi vidpochynku i rozvah [Features of tourism marketing in the leisure and entertainment]. (n.d.). www.nbuv.gov.ua/. Retrieved from http://www.nbuv.gov.ua/portal/Soc_Gum/Tiru/2011_31_1/Martinov.pdf [in Ukrainian].
9. Zhdanova, T. Turystychnyi brend Ukrainy: kontseptsiia, mesendzhi, hrafika [Tourist brand of Ukraine: concept, messages, graphics]. (n.d.). wikicitynomica.org. Retrieved from: http://wikicitynomica.org/future/turistichniy-brend-ukraini-kontseptsiya.html [in Ukrainian].
10. Myroshnychenko, V. Natsionalnyi brendynh Ukrainy [National branding of Ukraine]. (n.d). www.innovations.com.ua Retrieved from http://www.innovations.com.ua›ua/articles/14169/temp [in Ukrainian].
11. Nahorniak, T.L. Brendy krain svitu. Imidzh ukrainskyh rehioniv u konteksti rozbudovy brendu «Ukraina» [Brands of the World. Image of Ukrainian regions in the context of building the brand «Ukraine»]. (n.d). www.social-science.com.ua. Retrieved from http://www.social-science.com.ua [in Ukrainian].
12. Tieletov, O.S., & Kosolap, N.Ye. (2012). Osoblyvosti ta perspectyvy marketynhu turystychnyh posluh v Ukraini [Features and prospects for marketing tourism services in Ukraine]. Marketynh i menedzhment innovatsii – Marketing and Management of Innovations, 1, 21-34 [in Ukrainian].
13. Tieletov, O.S., & Khyzhniak, M.O. (2013). Marketynhovi pidhody do nadannia turystychnyh posluh v umovah Ukrainy [Marketing approaches in providing of tourist services in Ukraine]. Marketynh i menedzhment innovatsii – Marketing and Management of Innovations, 3, 200-212 [in Ukrainian].
14. Tieletov, O.S. (2012). Reklamnyi menedzhment [Advertising management]. Sumy: Universytetska knyha [in Ukrainain].
15. Zatverdzhennia turystychnoho brendu Ukrainy vidbudetsia pislia obhovorennia hromadskistiu ta ekspertamy [Approval of Ukrainian tourist brand will take place after public discussion]. (n.d.). www.kmu.gov.ua. Retrieved from http://www.kmu.gov.ua/control/uk/publish/ article?art_id=246753904 [in Ukrainian].
16. V Ukraini ziavyvsia novyi turystychnyi brend [New tourist brand appears in Ukraine]. (n.d.). dt.ua. Retrieved from http://dt.ua/UKRAINE/v-ukrayini-z-yavitsya-noviy-turistichniy-logotip-129709.html [in Ukrainian].
17. Zatverdzhennia turystychnoho brendu [Approval of tourism brand]. (n.d.). www.kmu.gov.ua. Retrieved from http://www.kmu.gov.ua/control/uk/publish/article?art_id=246753904 [in Ukrainian].
18. Obzor lohotipov [Overview of of logos]. (n.d.). www.travelsmart.com. Retrieved from http://www.travelsmart.com. ua/a96-kak-reklamirujut-strany-logotipy-stran-ierritorij.html [in Russian].
19. Brandfinance 2013. (n.d.). www.brandfinance.com. Retrieved from http://www.brandfinance. com/images/upload/brand_finance_nation_brands_2013.pdf [in English].
20. Brend Ukrainy [Ukrainian brend]. (n.d.). brandukraine.org. Retrieved from http://brandukraine.org/e/ [in Ukrainian].