Formation and Implementation of a Tourist Destination Development Strategy Based on Territorial Marketing Conception

The article examines and estimates the possibility of applying the conception of territorial marketing when planning and managing the development of tourist destination. In real terms, territorial marketing recognizes branding as a key element of territory promotion. Branding of destinations, being well-developed in theory, is widely applied. Since 2003, China has introduced a system of touristic sites classification that ranks destinations from the lowest A-level to the highest 5A. The latter marks a site as world famous landmark, which means a considerable increase in tourist flow. In the run-up to the Winter Olympics, winter sports and tourism are gaining popularity in China. International Tourism Investment Association operates a winter sports center in Heilongjiang Province. Following the increasing demand for winter tourism services, the company has decided to implement a development strategy for Finshuishan Mountain Winter Sports Center to raise the destination to 5A-level. The project involved working out a program of a complex territorial marketing strategy, and operationally, the goal has been achieved. However, due to formal reasons, namely, the COVID-19 pandemic, the Winter Sports Center cannot be classified as 5A.

GEOGRAPHICAL APPROACH TO STUDYING THE SYMBOLIC CAPITAL OF THE COUNTRY FROM THE POSITION OF THE POPULATION EXPECTED LIFE

The article reveals the theoretical and methodological issues of studying the symbolic capital of the territory. In the context of strengthening social priorities in the development of the global economy, it becomes necessary to apply new methods for assessing the attractiveness and competitiveness of countries around the world. The human development index has not lost the relevance of a formalized assessment of the quality of life of the population. It affects the formation of the country's image, but does not fully reflect the qualitative changes taking place in countries of different levels of development. The image and symbolic capital of the territory is investigated from the standpoint of social geography. Speaking about the formation of the image of a region (country) within the framework of social geography, we mean the process of strategic marketing of the territory, that is, not just the creation of a short-term set of associations, but a long-term instrument of territorial governance. Understanding the value and significance of the positive image of the territory should be a necessary element of geographical research. The perspective image of the country and the region is an integral attribute, the central link of the system of strategic planning and territorial marketing. The authors propose the use of the parameter of Life expectancy as an indicator of the standard of living and physical health of the population, which forms the symbolic capital of a territory (country). The analysis of the qualitative content of the indicator of life expectancy of the population is given. The emphasis is made on the need to use a typological approach that reveals the relationship between material and spiritual well-being and the life expectancy of the population. An original typology of the countries of the world is presented, proving the thesis that the success of the socio-economic development of the country can be judged by the duration of the expected and healthy life of the population.

REGIONAL ATTRACTIVENESS WITHIN TERRITORIAL MARKETING CONCEPT: UKRAINIAN CASE STUDY

The article analyzes the attractiveness of the regions of Ukraine based on the application of basic econometric methods. The author’s approach to the definition of regions from the stand-point of the concept of territorial marketing is proposed. The dynamics of regional development are presented and, accordingly, the analysis of the competitiveness of the regions of Ukraine in the period 2014-2019 is carried out. The basic trends of regional development are determined. An analysis of the interdependence of macroeconomic processes and their impact on the meso level. The results of the analysis form a methodological basis for in-depth research, in particu-lar, the formation of organizational and economic mechanisms for managing the marketing attractiveness of regions.

Tourism as a territorial marketing strategy: the case of the electric in the landscape of the city of Coimbra

The electric tram played an important role in people's lives, in their individual and collective experiences, becoming a symbol with cultural identity. It has a strong seductive power capable of changing the urban landscape, materializing into a geo-symbol and even transforming the use of new social spaces. The tram may be a heritage of extreme relevance in the (re) creation of new tourist territories through representations that are territorialized, as they change places and urban landscapes. On the other hand, territorial marketing is used as a strategy for planning, managing and promoting places with the aim of increasing attractiveness with internal and external audiences. The brand constitutes a core element, demonstrating the specificities of the process of building the territorial brand and it argues about its synergetic relationship with the attractiveness and competitiveness of places and explores the question of how the electric can be seen as an active capital of place marketing, but also as an attractive pole and recipient of tourism. The active capitals of places to position and communicate their attributes can present themselves as strategies at the service of place marketing, with the electric tram being a case in point.

Understanding the Role of Local Tourist Actors as Online Destination Promoters: The “Terras de Trás-os-Montes” Case

Local communities are taking an increasingly major role in communicating a destination in terms of contact with tourists. Based on the assumption that tourist entities and agents are part of this community, it can be assumed that it is necessary for the territorial marketing regulators to promote their involvement.

The Use of Foreign Practices of Territory Marketing in the Management of Russian Regions

Currently, ensuring the competitiveness of the territory is one of the main tasks of the strategic development of the social and economic spheres. For the formation of a competitive environment, it is necessary, first of all, a developed long-term strategy for the development of the territory, which would take into account the unique territorial advantages, individuality, attractiveness, potential, as well as disadvantages and threats. Territory marketing is a modern technology that allows you to implement an individual strategy for the development of a settlement, form a set of measures aimed at socio-economic development, as well as creating a favorable territorial image. In this connection, the consideration of successful practices in the implementation of territorial marketing strategies is an urgent area of study.

Territorial Marketing Applied of Great Events: The Case Study of Cortina d’Ampezzo

Territorial marketing and great events marketing is generally considered by academics and professionals as a discipline with dynamic and not fully distinct fields. This study aims to develop research in these fields, examining the impacts of territorial marketing on a tourism destination during a great event. Data collected from tourists in Cortina d’Ampezzo (Italy) demonstrates that this destination became famous following territorial marketing used for the Olympic Games in 1956 and its attractiveness is still alive, so much so that it has been chosen once again to host the 2026 Winter Olympic Games. This study underlines how territorial marketing has created a tourism destination that can attract tourists regardless of the great event.

ENHANCING THE REGION’S INVESTMENTS ATTRACTIVENESS FROM THE PERSPECTIVE OF REGIONAL MARKETING

The study identifies ways to increase the investment attractiveness of the region from the point of view of marketing, including defining strategic objectives for the development of the region; and establishing the level of investment attractiveness of the region; increasing the role of marketing in the region’s investment attractiveness. The first part of the article based on the literature on this topic presents the theoretical foundations of investment. The second part uses statistical management and data contained in investment reports to the level of investment attractiveness of the region. The study concluded that it is substantiated that investor’s decisions are influenced by several subjective factors that are quite difficult to measure, and they express an individual system of preferences, partly determined by the investor’s knowledge, including the image of the region. The marketing tools that realization is possible within the limits of regional marketing are considered. Based on regional marketing the competitive advantages of the region are evaluated and maintained, the level of its attractiveness for investments in comparison with other competing regions is determined, and also parameters of competitiveness of administrative-territorial formation as its ability to constant development based on adaptation to market changes. It is proposed during the analysis of investment attractiveness of the region to determine the real investment attractiveness, using the tools of the complex "4P", which allows identifying such features of the investment project (individual region) that characterize it as an investment product. These tools of regional (territorial) marketing can be used effectively to create new competitive advantages of a particular region, to influence the target audience, and thus attract economic agents. The prospects in this direction lie in the transformation of regional (territorial) marketing instruments for use in the formation of new competitive advantages of the region, influencing the target audience and thus increasing the involvement of economic agents.

Modern Marketing Strategies for Territorial Development: State and Municipal Level

The article reveals the content of the “territorial marketing” concept. The paper's main attention is focused on the fact that nowadays the state and municipal sectors should adhere to key market principles more strictly regarding setting prices, building competitive relations, choosing a target audience, and conducting a communication policy. The idea is substantiated that public sector organizations should be familiar with such concepts as market segmentation and market positioning, the marketing mix and its tools, since even where there is no competition from the private sector, such organizations are forced to compete with each other. The article summarizes the practical experience of territory marketing management, which consists in collecting input data and feedback; monitoring market processes occurring within the state, region or municipality, developing an effective marketing strategy.

Smart Cities and Accessible Tourism

Promoting accessibility in tourism can impact on other areas, including sustainable mobility, social inclusion, and territorial marketing, since it implies taking the needs of all people into account to access tourism products and services, including those with permanent or temporary disabilities. Smart cities may change the way people experience their surroundings and their ability to provide contextual services is a key aspect to make cities more accessible, comprehensible, and enjoyable. The systematic review reported by the present chapter aimed to identify relevant research studies supported by smart cities infrastructures with an impact on accessible tourism. The literature search and the analysis of the retrieved articles were performed according to the preferred reporting items for systematic reviews and meta-analyses (PRISMA) guidelines. The results identify the most relevant achievements related to accessible tourism in the context of smart cities, including the types of smart services being developed and their maturity level.