PECULIARITIES OF THE POSITIONING OF TOURIST DESTINATIONS

ОСОБЕННОСТИ ПОЗИЦИОНИРОВАНИЯ ТУРИСТСКИХ ДЕСТИНАЦИЙ

Budaev Pavel (Будаев П.Е.)
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Budaev Pavel (Будаев П.Е.): Southern Federal University

State and Municipal Management Scholar Notes, 2021, vol. 2, 157-161

Abstract: The article deals with the main characteristics of the tourist product, which distinguish it from many others. The author notes that scientific works on the topic of research are divided into highly specialized areas and focus on the promotion of specific regions, while the specifics of the tourist product that determines the effective positioning strategies of tourist products and destinations have not been sufficiently investigated. An attempt is made to formulate the main characteristics and determine the vectors of regional branding. It is concluded that the promotion of tourist destinations, rather than specific attractors, has the highest priority. The main recommendations for optimizing the process of developing the position of a particular region with reference to examples from world practice are formulated. It is noted that marketing promotion specialists often make mistakes which are related to attempts to create a position that is advantageous in all directions, which leads to the position blurring and reducing its clearness in the eyes of consumers.

Keywords: tourist destinations; regional branding; positioning; tourist product; promotion; domestic tourism; tourism marketing; socio-economic development; tourism potential (search for similar items in EconPapers)
Date: 2021
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