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Educational Programme
Final Grade
Year of Graduation
Daria Svyatunenko
Development of Destination Tourism Brand on the Basement of Event Activity
Graduate qualification work on the theme ‘Development of Destination Tourism Brand on the Basement of Event Activity’.

Graduate work is performed by Svyatunenko Daria Evgenievna.

The aim of the research is to develop algorithms for maintaining and updating the Sochi brand in the Russian and European markets.

According to the aim of the research, the following objectives of the study were formulated: to identify the approaches to tourist destination brand formation; to consider the brands of post-Olympic tourist destinations; to examine event activity classifications; to explore the identity of the Sochi brand; to review the positioning of the Sochi brand; to analyze the current perception of the Sochi brand by tourists; to form models of Sochi brand (existing and new).

The work consists of three chapters.

In the first chapter, of the thesis the interpretation of the basic concepts definitions in the studied topic is described and clarified, the world experience of post-Olympic destinations is analyzed and the events classifications are studied.

In the second chapter, the research process is described: statistical analysis of dynamics and seasonality, analysis of the form, scope, content of Sochi events, analysis of content and usability of destination websites, analysis of the followers’ engagement in social networks, analysis of tourists' interest, analysis of tourists' perception of recreation in Sochi.

In the third chapter, the existing and new models of the Sochi brand are compiled, a universal algorithm for maintaining and updating the destination brand is developed, and this algorithm is specialized for the Russian and European markets.

The paper consists of 140 pages, includes 27 tables, 22 pictures, 17 annexes.

Key words: brand, destination, events, brand post-Olympic destination, identity, positioning, image.

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