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National Parks are Looking for the Friends: Stakeholders’ Engagement in the National Park Brand-Community Building

Student: Kseniia Seniushkina

Supervisor: Kirill L. Rozhkov

Faculty: Graduate School of Business

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

Year of Graduation: 2020

The recent review of the national parks’ economic models reveals the frequent practice of the brand-community formation within the national parks all over the world. Community member consider s/he membership as a «emotional free choice» to be a part of the some big idea that makes him unique, enriched with symbolic meaning and ideas (Cove). This practice increases attachment and as a result motivates people to interact with the brand by variety of ways: traveling, supporting, following on social media, learning proper behavior within the community, participate in the parks’ projects. In this Study we are performing the implementation of the brand-community practices in case of national parks of Ygyud Va

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