Innovative management in the branding system of tourist and recreational areas

Abstract

Purpose. The purpose of the study is generalisation of modern theories and successful foreign practices of innovative management regarding the branding of tourist and recreational areas.

Results. The research focuses on the analysis of the experience of innovative approaches to the implementation of branding campaigns of the cities of Hamburg (Germany) and Regina (Canada). Creating, implementing and managing a territory brand is a more complex task than organising marketing campaigns for branding commercial products. In both cases, branding required taking into account factors and variables, as well as joint efforts of authorities and the public. The cases presented prove that branding is a complex process of coordinating the positions and interests of stakeholders. In the process of forming a territory brand, different target audiences may have their own priorities, different views and ideas about the sustainable development of this territory.

Scientific novelty. A mental map “Improving the innovation and investment climate of a tourist and recreational area (region)” is proposed, which focuses attention on important aspects: achieving sustainable development of a specific tourist and recreational area can be achieved by increasing not only the investment potential of a certain tourist and recreational area, but also its innovation potential, avoiding the destabilising, negative impact of internal and external factors.

Practical value. The value is in prioritising innovative approaches and methods of branding tourist and recreational areas. Branding of a tourist and recreational area or any other area can be successful under certain conditions: involvement of stakeholders; political will and support for branding by authorities; structuring the branding process; creation of a unique and recognisable brand. The identity of a tourist and recreational area is closely related to its brand and reflects the key values, features and character of a certain area. In the branding process, it is important to avoid a significant gap between the declared message (we are not only talking about advertising and the visual image of the branding object) and the real context (state) of the tourist and recreational area. Effective branding involves the initial identification of unique features or characteristics of the tourist and recreational area, which subsequently become the basis for further transmission and formation of brand recognition by a wide audience (internal and external).