The Use of Strategic Marketing Tools for Territories to Develop the Domestic Tourism Resource Potential

Keywords: strategic marketing, resource potential, territorial marketing, destination branding, domestic tourism, region

Abstract

The aim of the article is to research of the features and to develop a set of recommendations for the use of strategic marketing tools for territories to develop the resource potential in Ukraine. The use of tourism resource potential is played an important role in the domestic tourism development. It is shown that the domestic tourism resource potential development is determined by the tourist product, the tourist infrastructure, the territory promotion, and the destination brand. The use of strategic marketing innovative tools and marketing support is grounded. The components of strategic marketing of territories are determined. The use of "portfolio" strategy in territorial marketing is proposed. The general tools of territorial marketing are given. It is substantiated that the Kharkiv region has a significant resource potential for the domestic tourism development. To form a positive image of Kharkiv as a tourist destination the implementation of an image marketing strategy is proposed. The competitive advantages of Kharkiv as an attractive tourist destination, a perspective center of exhibition and congress activities are determined.

Author Biographies

Olena Sushchenko, Simon Kuznets Kharkiv National University of Economics

Doctor of Sciences (Economics), Professor

Nadiya Dekhtyar, Simon Kuznets Kharkiv National University of Economics

PhD (Economics), Associate Professor

Iryna Chernysh, National University «Yuri Kondratyuk Poltava Polytechnic»

Doctor of Sciences (Economics), Professor

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Published
2020-12-28
How to Cite
Sushchenko Olena The use of strategic marketing tools for territories to develop the domestic tourism resource potential / Olena Sushchenko, Nadiya Dekhtyar, Iryna Chernysh // Science Journal «Economics and Region». – Poltava: PNTU, 2020. – VOL. (4(79). – PP. 28-34. – doi:https://doi.org/10.26906/EiR.2020.4(79).2163.
Section
Productive forces development and regional economy

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