Branding of tourism enterprise: theoretical concepts and innovative approaches

Abstract

The article is dedicated to the theoretical approaches to the definition of brand with consideration of tourism industry specific. The issue of usage of Internet resources and social media marketing is considered to be the innovative approach in  branding of tourism enterprises.

The tourism industry is one of the most promising sectors of the economy, which is associated with significant returns on profit in the sector of investment. The development of the tourism industry requires new approaches to business activity. Entities in this field in Ukraine are mostly small enterprises with a short life cycle, substantial dependence on external conditions, economic, geopolitical and domestic political, social, environmental and so on. In terms of increased competition in the tourism sector and dependence on external market conditions and short life cycle the issues of branding of tourism enterprises acquires increased relevance not only to improve the management, but also in terms of building a highly profitable and promising business. The impact of the brand cannot only be applied to potential customers as some elements of branding, advertising, promotion, logos and more. The brand creates a positive image and notes object branding stakeholders, partners, investors, representatives of state and municipal authorities and others. Creation of a brand of tourism enterprises helps to ensure the stable development and minimize the negative impacts of environmental factors. However, it is appropriate to note that the cost to create a brand of tourism enterprises must be economically justified. The indicators that confirm the effectiveness and efficiency of coststhat are used for marketing measures. Are determined.