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Management of Destination Brand Creation and Promotion

Student: Alina Shatalova

Supervisor: Julia Trabskaya

Faculty: St.Petersburg School of Economics and Management

Educational Programme: Experience Economy: Hospitality and Tourism Management (Master)

Final Grade: 8

Year of Graduation: 2020

This study attempts to analyze approaches to managing branding of destinations, with the subsequent identification of the most successful of them. The ultimate goal of the work is to develop general recommendations for the creation and development of urban tourism and universal brands. In the framework of this study, approaches to the definition of branding, the basic theoretical concepts of branding territories and concepts of managing marketing business processes were studied. In the empirical part, an analysis of branding management practices was carried out, based on the study of 50 cases of marketing strategies in the field of urban management. Of all the relevant cases, the most successful were identified, which showed the greatest effectiveness in attracting tourists, new residents and business partners. Given the history of the concept of territorial marketing for more than half a century, it is possible to trace a number of implementations of various management strategies. This was the subject of this study.

Full text (added May 22, 2020)

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