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

Olena Sushchenko; Nadiya Dekhtyar; Iryna Chernysh

doi:10.26906/EiR.2020.4(79).2163

Authors

Olena Sushchenko Simon Kuznets Kharkiv National University of Economics http://orcid.org/0000-0002-2645-8015
Nadiya Dekhtyar Simon Kuznets Kharkiv National University of Economics http://orcid.org/0000-0001-7932-8620
Iryna Chernysh National University «Yuri Kondratyuk Poltava Polytechnic» http://orcid.org/0000-0001-6565-5292

DOI:

https://doi.org/10.26906/EiR.2020.4(79).2163

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

References

Aaker, D.A. and Joachimsthaler, E. (2000) BrandLeadership. New York: Free Press [in English].

Anholt, S. (2007) Competitive Identity: The New Brand Management for Nations, Cities and Regions: Palgrave Macmillan [in English].

Chernacony de L. & F. Dall’Olmo Riley (1998). Defining "brand": beyond the literature with experts' interpretations. Journal of Marketing Management, 14(5), 417-443 [in English]. DOI: https://doi.org/10.1362/026725798784867798

Kotler, Ph. (1967) Marketing Management: Analysis, Planning and Control. Englewood Cliffs, N.J.: Prentice-Hall [in English].

Lambin, J., de Moerloose, C. (2016). Marketing stratégique et opérationnel: La démarche marketing dans l'économie numérique. Paris: Dunod [in French]. DOI: https://doi.org/10.3917/dunod.lambi.2016.01

Porter, M.E. (1985) Competitive Advantage, Free Press, New York. [in English].

Cravens D. & N. Piercy (2006) Strategic Marketing. McGraw-Hill [in English].

Lubitseva O.O. (2002) Rynok turystychnyh poslug (geoprostorovyj aspekt) [Tourism services market (geospatial aspect)]. K.: Alterpres [in Ukraine].

Letunovska N.Ye. (2019) Innovative marketing approaches to promote the consumption of tourist product. Proceedings of the Conference “Corporate governance: strategies, processes, technology (October 25th, 2019). Leipzig, Germany : Baltija Publishing, 73–75 [in English].

Romankіn O.V., Davidova O.G. (2017) Osoblyvostі marketyngovyh komunіkacіy u turystichnіy sferі: svіtovy dosvіd [Features of marketing communications in the field of tourism: world experience]. Prychornomors'kі ekonomіchnі studії. Vol. 13-1, 22–26 [in Ukraine].

Rozhuk Ya.V. Osoblyvostі vykoristannya marketyngovyh komunіkacyy u galuzі turizmu [Features of marketing communications in tourism]. Retrieved from: http://www.vestnik-econom.mgu.od.ua/journal/2017/26-1-2017/23.pdf [in Ukraine].

Chernysh I.V. & Makhovka V.M. (2019) Features of the tourism enterprises management in the conditions of exacerbation. Ekonomika i Rehion [Economy and region]. № 3(74), 57-64 [in English].

Economic Impact Reports (2019). Retrieved from: https://wttc.org/Research/Economic-Impact [in English].

International Tourism and covid-19. Retrieved from: https://www.unwto.org/tourism-covid-19 [in English].

Kavaratzis, Mihalis & Ashworth, G.J. (2005). City branding: An effective assertion of identity or a transitory marketing trick? Tijdschrift voor conomische en Sociale Geografie, 96, 506-514 [in English]. DOI: https://doi.org/10.1111/j.1467-9663.2005.00482.x

Sachuk T.V. (2017) Territorial'nyj marketing: teorija i praktika [Territorial marketing: theory and practice]. М : INFRA-М [in Russian]. DOI: https://doi.org/10.12737/24423

Tabet-Aoul, M. (2009) Le marketing territorial, un outil de développement local. Retrieved from: https://cutt.ly/qktbn8i [in French]

Tourism key figures (2019). Côte d'Azur France. Retrieved from: http://www.cotedazur-touriscope.com/pdf/chiffres/2019/Chiffres-cles-2019-F.pdf in English].